Rapidly evolving digital technologies and shifting market dynamics mean that organisations must flex and adapt in the face of change. Those that embed continuous innovation into their working practices and a test-and-learn mindset will be better positioned to serve their customers and remain competitive.

Agile principles and methodologies can help business leaders create real advantage by transforming teams and companies into responsive organisations underpinned by a culture of innovation.

This quick guide, an abridged version of Econsultancy’s Digital Transformation: Agility and Innovation Best Practice Guide, provides an introduction to the principles of agile working and their application in digital marketing. It covers:

  • The business case for Agile: The Agile software movement gave rise to the methodologies adopted in business and marketing. Why are agile values so important today and what are the inherent opportunities?
  • Key principles: There are 12 key principles in the original Agile Manifesto. What are the essential working practices derived from these, and how do they inform marketing?
  • Vision and strategy: What makes a good agile vision, and how can teams use agile frameworks to link vision and strategy with daily execution?
  • Ways of working: Agile workflows are underpinned by sprints and iterative cycles. How does sprint working aid alignment and help organisations achieve value and transparency?
  • Project development: Marketers must build feedback loops into their agile projects and define success with the right measures and KPIs. How can this be achieved?