Agile Marketing: The Incomplete Guide
summary
Based on two years' research at Bristol University and ten years using agile in marketing, the talk makes specific claims and gives concrete examples: a Shaun the Sheep city app, the Michelin guide as early content marketing, and the Periscope/Mircat scramble. It shows programmatic ad auctions happening in milliseconds, cites Scrum Alliance data putting sales and marketing at ~26% for non‑IT Scrum use, and documents cultural blockers: resistance to AB testing, refusal to admit failure, and legacy, founder‑named agencies that block fast iterative work.
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chapters (5)
- 0:00Start
- 24:47satisfy the customer through early and continuous delivery of valuable software
- 29:14get down to that level of personalization
- 34:40get it signed off by the most senior person in the room
- 37:04the agile manifesto
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