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Grand Potential Podcast

28Oct

To soar in the twenty-first century, marketing needs a twenty-first century approach; and that approach is, in a word, Agile.

We had a great event last Friday with our expert speaker Jim Ewel. He shared that now is the time to fix your marketing efforts and discover the unique trends available with agile marketing. It is now a necessity in our current market to go from surviving to thriving in our post COVID world.

Traditional marketing is broken and we need to learn how to make marketing as effective as possible.

How is marketing broken?

It is how we do:

  • Planning
  • Budgeting
  • Organizing
  • Execution

Jim suggests we start small, iterate, measure and do something better = agile.

He told us yearly marketing plans are out of date one month later.

How to fix it?

One suggestion is to create Napkin Plans

  • Short – maximum 1-2 pages
  • Update frequently – once a month or more often.
  • Make your plans visual – people remember visuals and process 1000 times faster.
  • Include feedback and revisions – it is not always the first thing you create.
Recommended reading from Jim – The Back of the Napkin by Dan Roam

For Jim, Steve Blank is the god of guidance in business planning.

Jim told us to go talk to customers, go out and talk to the people.
1. Budget – use a portfolio approach to budgeting. Start with big goals, then make the budget to be aligned with the strategy and by the projects and programs. $FB, $SEO etc
2. Budget quarterly – use a technique called the Portfolio Kanban. It allows you to see it visually with the projects and programs strategy.
The superpower of agile is cross functional teams to address the customers needs or problems. The focus is on the customer’s journey.

 

For larger organizations the integrated demand agencies work best as they are specialists for the demand needed.
As a solopreneur, a big obstacle is the cost to hire specialists for all the areas of your business.
Jim encourages you to decide first the problem you want to solve so you can focus.

This are some points from Jim for marketing execution:

  • The agile approach
  • Iteration – start with a little strategy. Ask yourself. What is the most obvious thing that I need to do to solve this business problem? The first thing that comes to mind.
  • Test it, get out there with customers. Test and measure the results. Write down what you learned about it and come up with a strategy. Iterate, iterate, iterate.
  • Customers care more about the message and the content more that they do how polished it is.
  • Use images to convey an idea quickly.

Agile is growing based on statistics. We need to change our beliefs and behaviors to implement agile successfully.
Value = respond to change with a new plan.
1. Always be planning
2. Always be budgeting according to your goals
3. Adjust to the new normal
4. Create a disaster plan and be prepared for the future.

The recording of this talk is in the facebook group.

Jim is offering our members the opportunity to join his book club for free. All you need to do is buy his book and show your receipt.

Deeper Dive into Agile Marketing with Jim:
Here are the dates for Jim Ewel’s study group and how to sign-up.
Six Disciplines of Marketing Study Group. Many thanks Jim!
Over 8 Saturdays, starting in December of 2020, Jim will be holding a study group for his new book, The Six Disciplines of Agile Marketing. For an hour each Saturday, starting at 8 am PST, he will spend approximately 30 minutes talking about the highlights of particular sections of the book, followed by 30 minutes of moderated Q&A. WE ARE SO EXCITED!!!
This study group is free to anyone in our group who purchases a copy of Jim’s book, either hardcover or Kindle version, before November 15, 2020. To qualify for this free study group, please send a copy of your purchase receipt for the book to jim@agilemarketing.net by midnight Pacific Standard time November 15, 2020.
Detailed instructions for participating will be sent out prior to each session. The current schedule for the sessions is as follows:
Session 1, December 5, 2020 – Introductory material including the Foreword, Preface and chapters 1-4.
Session 2, December 12, 2020 – Getting started, The Disciplines of Alignment and Structure, Chapters 5 and 6
Session 3, December 19, 2020 – Discipline 3, process management, Chapters 7-10
Session 4, January 9, 2021 – Discipline 4, validated learning, chapter 11
Session 5, January 16, 2021 – Disciplines 5 and 6, adapting to change and creating remarkable customer experiences, chapters 12-13
Session 6, January 23, 2021 – The Four shifts, Chapters 14-18
Session 7, January 30, 2021 – Building support for Agile Marketing, Chapter 19
Session 8, February 6, 2021 – Agile kickoff and sustaining Agile Marketing, Chapters 20-21
You can buy the book here: https://www.agilemarketing.net/buy-no