Stacey Ackerman, founder of Agilify Coaching & Training, got her start in marketing and is now blending the two. Like so many, marketers used to think of agile as “a software thing” and lived in a world where, as Ackerman puts it, “everything was an emergency” and there was no prioritization. This is what she calls “hair-on-fire marketing.”

Today, marketers and marketing teams can take small yet purposeful steps toward agility. Ackerman offers traditional antipatterns – blasting all users, sticking to the plan – as well as some enticing marketing takes on agile classics, including:

– Minimally viable persona “to understand our customers in a faster way so this doesn’t become a stage gate and hold up our marketing efforts.”

– Brief briefs

– Customer stories, instead of user stories

– And (above all) prioritization – “if there was anything I would recommend, it would be just that.”

Accenture | SolutionsIQ’s Leslie Morse hosts.

Resources:

– Martech Today (blogs by Ackerman on agile marketing available)

– “The Agile Marketing Experience” podcast with Alan Annis

– “The Agile Marketer” by Roland Smart

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