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The Agile Marketing Operating Model: A Deep Dive into Flexibility and Speed
Author: Alexandra Petrova, PMP, CSM, Certified Agile Marketing Coach
Alexandra Petrova is a seasoned marketing professional with over 15 years of experience leading and transforming marketing teams into agile methodologies. Holding a Project Management Professional (PMP) certification and a Certified Scrum Master (CSM) designation, she possesses deep expertise in implementing and optimizing agile marketing operating models across various industries. Her work has been featured in leading marketing publications, and she frequently speaks at industry conferences on the subject of agile marketing transformation.
Publisher: MarketingProfs
MarketingProfs is a leading provider of marketing training and resources, boasting a vast library of articles, webinars, and certifications. Their authority on marketing topics, including innovative approaches like the agile marketing operating model, is well-established within the industry. They cater to a broad audience of marketing professionals, from entry-level marketers to seasoned executives, providing content relevant across various skill levels and organizational structures.
Editor: David Jones, MBA, Marketing Consultant
David Jones is a highly experienced marketing consultant with an MBA from Harvard Business School. His expertise lies in strategic marketing planning and organizational transformation, making him uniquely qualified to review and edit articles focused on the agile marketing operating model. His thorough understanding of business operations and marketing strategies ensures the accuracy and clarity of the presented information.
1. The Genesis of the Agile Marketing Operating Model
The agile marketing operating model didn't emerge overnight. Its roots lie in the broader Agile software development movement that gained traction in the late 1990s and early 2000s. Traditional waterfall marketing approaches, with their rigid plans and lengthy timelines, struggled to keep pace with the rapidly evolving digital landscape. The inherent inflexibility of these models often resulted in campaigns becoming outdated or irrelevant before launch. The need for a more responsive, iterative, and data-driven approach became apparent.
This led to the adoption of Agile principles within marketing departments. The agile marketing operating model emphasizes flexibility, collaboration, and continuous improvement, allowing teams to adapt quickly to changing market conditions and customer needs. Instead of lengthy, upfront planning, agile marketing utilizes shorter cycles (sprints) to deliver incremental value and gather feedback. This iterative process ensures that campaigns are constantly refined and optimized based on real-time data.
2. Key Components of the Agile Marketing Operating Model
The successful implementation of an agile marketing operating model hinges on several key components:
Cross-functional Teams: Agile marketing relies on self-organizing, cross-functional teams comprising individuals with diverse skillsets (marketing, design, development, analytics). This collaborative structure fosters faster decision-making and efficient execution.
Short Iterative Cycles (Sprints): Work is broken down into short, time-boxed sprints (typically 2-4 weeks), allowing for frequent feedback loops and adjustments. This iterative process minimizes risk and maximizes efficiency.
Prioritization and Backlog Management: A prioritized backlog of marketing activities helps the team focus on the most valuable initiatives, ensuring that resources are allocated effectively.
Data-Driven Decision Making: Agile marketing emphasizes data analysis and experimentation to inform decisions and continuously improve campaign performance. A/B testing and other forms of experimentation are crucial.
Regular Feedback and Reviews: Regular sprint reviews and retrospectives allow the team to assess progress, identify challenges, and make necessary adjustments. Continuous improvement is central to the agile methodology.
Agile Marketing Tools and Technologies: Project management software, collaboration platforms, and marketing automation tools are vital for efficient execution and communication within the agile marketing operating model.
3. Current Relevance of the Agile Marketing Operating Model
In today's fast-paced, digitally driven world, the agile marketing operating model remains highly relevant. The ever-changing landscape of consumer behavior, technology, and competitive pressures necessitates a flexible and adaptive approach. The ability to quickly respond to market trends, customer feedback, and emerging opportunities is crucial for success. The agile marketing operating model provides the framework for this responsiveness.
4. Challenges in Implementing an Agile Marketing Operating Model
Despite its advantages, implementing an agile marketing operating model presents certain challenges:
Resistance to Change: Transitioning from traditional waterfall methods to agile requires a significant shift in mindset and organizational culture. Overcoming resistance from team members accustomed to the old ways is crucial.
Lack of Agile Expertise: Successful implementation requires training and coaching to equip teams with the necessary agile skills and knowledge.
Integration with Existing Systems: Integrating agile marketing practices with legacy systems and processes can be complex and time-consuming.
Measuring Success: Defining and tracking key performance indicators (KPIs) in an agile environment can be challenging, particularly when campaigns are constantly evolving.
5. Overcoming Challenges and Ensuring Success
Successfully implementing an agile marketing operating model requires careful planning, strong leadership, and a commitment to continuous improvement. Key strategies include:
Leadership Buy-in: Securing buy-in from senior management is essential for providing the necessary resources and support.
Training and Coaching: Providing adequate training and coaching to team members is critical for building agile skills and knowledge.
Phased Implementation: A phased approach, starting with a pilot project, can minimize disruption and build momentum.
Continuous Monitoring and Improvement: Regularly monitoring progress and making adjustments based on feedback is vital for optimizing the agile marketing operating model.
Conclusion
The agile marketing operating model offers a powerful framework for achieving marketing agility, speed, and responsiveness. While challenges exist, the benefits – including improved efficiency, increased ROI, and better customer engagement – significantly outweigh the hurdles. By embracing the principles of agility, marketing teams can position themselves to thrive in the dynamic and rapidly evolving digital landscape. The future of marketing is undoubtedly agile, and organizations that embrace this operating model will gain a significant competitive advantage.
FAQs
1. What is the difference between traditional marketing and agile marketing? Traditional marketing follows a linear, sequential approach (waterfall), while agile marketing uses iterative sprints and continuous feedback.
2. What are the key metrics for measuring success in an agile marketing operating model? Key metrics include conversion rates, customer acquisition cost (CAC), customer lifetime value (CLTV), and website traffic.
3. How can I convince my marketing team to adopt an agile marketing operating model? Start by highlighting the benefits of agility, addressing concerns, and providing training and support. Pilot projects can help demonstrate the value.
4. What tools are commonly used in agile marketing? Popular tools include Jira, Asana, Trello, and marketing automation platforms like HubSpot and Marketo.
5. Can agile marketing be applied to B2B marketing? Absolutely! Agile principles are applicable across all marketing sectors, including B2B.
6. How long does it take to implement an agile marketing operating model? The implementation timeline varies depending on organizational size and complexity, but it typically takes several months.
7. What are some common pitfalls to avoid when implementing agile marketing? Common pitfalls include insufficient training, lack of leadership support, and unrealistic expectations.
8. Is agile marketing only for large companies? No, agile marketing can be beneficial for companies of all sizes, adapting the principles to fit their specific needs and resources.
9. How can I measure the ROI of implementing an agile marketing operating model? Track key performance indicators (KPIs) before and after implementation to compare campaign effectiveness and resource allocation.
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2. "Agile Marketing and the Customer Journey: Aligning Agile Principles with Customer-Centric Strategies": Explores how to integrate agile marketing with customer-centric strategies to enhance customer experiences.
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| agile marketing operating model: The Six Disciplines of Agile Marketing Jim Ewel, 2020-09-07 Transform your organization using Agile principles with this proven framework The Six Disciplines of Agile Marketing provides a proven framework for applying Agile principles and processes to marketing. Written by celebrated consultant Jim Ewel, this book provides a concise, approachable, and adaptable strategy for the implementation of Agile in virtually any marketing organization. The Six Disciplines of Agile Marketing discusses six key areas of practical concern to the marketer who hopes to adopt Agile practices in their organization. They include: Aligning the team on common goals Structuring the team for greater efficiency Implementing processes like Scrum and Kanban in marketing Validated Learning Adapting to Change Creating Remarkable Customer Experiences The Six Disciplines of Agile Marketing also discusses four shifts in beliefs and behaviors necessary to achieving an Agile transformation in marketing organizations. They include: A shift from a focus on outputs to one based on outcomes A shift from a campaign mentality to one based on continuous improvement A shift from an internal focus to a customer focus A shift from top-down decisions to de-centralized decisions Perfect for anyone in a leadership position at a marketing agency, The Six Disciplines of Agile Marketing also belongs on the bookshelf of anyone interested in improving the efficacy and efficiency of their own marketing efforts. Full of practical advice and concrete strategies that have been successfully implemented at Fortune 500, Silicon Valley, and non-profit organizations alike, this book is an indispensable resource to help your organization make the leap to Agile. |
| agile marketing operating model: Mastering Marketing Agility Andrea Fryrear, 2020-07-07 The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities. As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture. You will learn what it takes for marketing agility to thrive—customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage—along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations. |
| agile marketing operating model: Agile Marketing Neil Perkin, 2022-04-03 Create and apply responsive and adaptive marketing principles and practices with this guide to redesigning marketing structures, processes and culture, to be fit for purpose in today's changeable environment. Agile Marketing is an essential and practical roadmap to transforming your marketing by applying agile principles at scale and overcoming mindset and culture challenges to enable greater efficiency and quicker response times. Covering areas such as putting data and automation at the centre of agility, measuring success and creating and maintaining space for innovation, it features a range of invaluable frameworks, practical guidance and insightful examples from organizations such as Dell and Pepsi. Written by a recognized agile expert and marketing thought-leader who has worked with marketing teams in some of the largest global organizations, Agile Marketing also explores how to empower high-performing marketing teams and develop and pivot agile campaigns and content. Featuring tips and tools throughout and a step-by-step agile marketing transformation blueprint, it is a crucial resource for creating effective and streamlined marketing today and into the future. |
| agile marketing operating model: Doing Agile Right Darrell Rigby, Sarah Elk, Steve Berez, 2020-05-26 Agile has the power to transform work--but only if it's implemented the right way. For decades business leaders have been painfully aware of a huge chasm: They aspire to create nimble, flexible enterprises. But their day-to-day reality is silos, sluggish processes, and stalled innovation. Today, agile is hailed as the essential bridge across this chasm, with the potential to transform a company and catapult it to the head of the pack. Not so fast. In this clear-eyed, indispensable book, Bain & Company thought leader Darrell Rigby and his colleagues Sarah Elk and Steve Berez provide a much-needed reality check. They dispel the myths and misconceptions that have accompanied agile's rise to prominence--the idea that it can reshape an organization all at once, for instance, or that it should be used in every function and for all types of work. They illustrate that agile teams can indeed be powerful, making people's jobs more rewarding and turbocharging innovation, but such results are possible only if the method is fully understood and implemented the right way. The key, they argue, is balance. Every organization must optimize and tightly control some of its operations, and at the same time innovate. Agile, done well, enables vigorous innovation without sacrificing the efficiency and reliability essential to traditional operations. The authors break down how agile really works, show what not to do, and explain the crucial importance of scaling agile properly in order to reap its full benefit. They then lay out a road map for leading the transition to a truly agile enterprise. Agile isn't a goal in itself; it's a means to becoming a high-performance operation. Doing Agile Right is a must-have guide for any company trying to make the transition--or trying to sustain high agility. |
| agile marketing operating model: Hacking Marketing Scott Brinker, 2016-03-02 Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design continuous marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software. |
| agile marketing operating model: Agile Marketing Michelle Accardi-Petersen, 2012-01-26 Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you how. Author Michelle Accardi-Petersen has been on both the planning and implementation side of the problem. Utilizing methods that may be familiar to those with a software background but without the technical baggage, she presents the techniques that will put you way ahead of traditional marketers and move your organization to the forefront in their overall marketing operations. |
| agile marketing operating model: Agile Marketing Strategies Rajagopal, 2022-07-18 This book discusses the analysis of consumer behavior as a fundamental tool to build agility in business models and strategies. Exploring recent scientific developments in neurobehavioral research, this book argues that the development of agile marketing strategies requires an examination of neurobehavioral experiences in visual merchandising, shopping, and consumption, and an understanding cognitive synchronization with emotions, such as eye movements, gestures, verbal manifestation, and encoding behavior among consumers. The author discusses possible approaches to measure neuro-responses during a consumer’s shopping experience, both in-store and online. Such approaches will help firms to understand real-time neurobehavioral effects and improve the marketing capabilities of the firm accordingly. Discussing new strategies suitable to co-create agile business models in association with the market players and consumers, this interdisciplinary work engages scholarship on business agility, consumer behavior, social intervention, collective intelligence, decision-making, and stakeholder values. |
| agile marketing operating model: Networked, Scaled, and Agile Amy Kates, Greg Kesler, Michele DiMartino, 2021-03-03 While technology and geopolitical forces change the face of business today, the patterns and challenges of organizing humans to work together across organization, culture, language and time zone boundaries remain. To face these challenges, all organizations need to be agile, networked and scalable. Networked, Scaled, and Agile reveals how to shape organizations that will enable people to make faster and better decisions in a more complex world. By outlining the tension between the need for agility/differentiation and scale/integration, the book offers a new way to think about this debate using the models of the Tower (vertical integration) and the Square (horizontal integration). It addresses the role of the leadership team and how the organization design process can build C-suite leaders and successors. Each chapter concludes with a series of reflection questions for leaders as well as a summary of key concepts and tips. Including case studies from global organizations, Networked, Scaled, and Agile reveals how organization design can address three of the biggest business challenges organizations face today: how to build a new capability across the entire enterprise; how to make the entire organization more customer-centric; and how to allow for faster innovation. |
| agile marketing operating model: Building the Agile Business through Digital Transformation Neil Perkin, Peter Abraham, 2017-04-03 Building the Agile Business through Digital Transformation is an in-depth look at transforming businesses so they are fit for purpose in a digitally enabled world. It is a guide for all those needing to better understand, implement and lead digital transformation in the workplace. It sets aside traditional thinking and outdated strategies to explain what steps need to be taken for an organization to become truly agile. It addresses how to build organizational velocity and establish iterative working, remove unnecessary process, embed innovation, map strategy to motivation and develop talent to succeed. Building the Agile Business through Digital Transformation provides guidance on how to set the pace and frequency for change and shows how to break old habits and reform the behaviours of a workforce to embed digital transformation, achieve organizational agility and ensure high performance. Full of practical advice, examples and real-life insights from organizational development professionals at the leading edge of digital transformation, this book is an essential guide to building an agile business. |
| agile marketing operating model: Digital Transformation Initiatives for Agile Marketing Maravilhas, Sérgio, Ladeira, Rodrigo, 2024-10-16 In the rapidly evolving digital landscape, businesses today face an imperative to adapt and innovate continuously. Digital transformation is at the core of this evolution. It enables organizations to rethink and redesign their operations, processes, and customer interactions. Within this context, marketing has seen a profound shift, with agile methodologies and advanced technologies redefining traditional practices. It is imperative to explore the intersection of these critical areas. Digital Transformation Initiatives for Agile Marketing explores the various aspects of marketing and digital transformation, including how technology is changing the way marketers operate, how businesses can leverage data to improve customer engagement, and the challenges and opportunities that com with implementing digital transformation initiatives. It also discusses new marketing tendencies related to technology, people, and processes. Covering topics such as artificial intelligence, customer experience, and omnichannel marketing, this book is an excellent resource for marketers, business leaders, academicians, researchers, educators, graduate and postgraduate students, and more. |
| agile marketing operating model: The Six Disciplines of Agile Marketing Jim Ewel, 2020-10-13 Transform your organization using Agile principles with this proven framework The Six Disciplines of Agile Marketing provides a proven framework for applying Agile principles and processes to marketing. Written by celebrated consultant Jim Ewel, this book provides a concise, approachable, and adaptable strategy for the implementation of Agile in virtually any marketing organization. The Six Disciplines of Agile Marketing discusses six key areas of practical concern to the marketer who hopes to adopt Agile practices in their organization. They include: Aligning the team on common goals Structuring the team for greater efficiency Implementing processes like Scrum and Kanban in marketing Validated Learning Adapting to Change Creating Remarkable Customer Experiences The Six Disciplines of Agile Marketing also discusses four shifts in beliefs and behaviors necessary to achieving an Agile transformation in marketing organizations. They include: A shift from a focus on outputs to one based on outcomes A shift from a campaign mentality to one based on continuous improvement A shift from an internal focus to a customer focus A shift from top-down decisions to de-centralized decisions Perfect for anyone in a leadership position at a marketing agency, The Six Disciplines of Agile Marketing also belongs on the bookshelf of anyone interested in improving the efficacy and efficiency of their own marketing efforts. Full of practical advice and concrete strategies that have been successfully implemented at Fortune 500, Silicon Valley, and non-profit organizations alike, this book is an indispensable resource to help your organization make the leap to Agile. |
| agile marketing operating model: Agile IT Organization Design Sriram Narayan, 2015-06-11 Design IT Organizations for Agility at Scale Aspiring digital businesses need overall IT agility, not just development team agility. In Agile IT Organization Design, IT management consultant and ThoughtWorks veteran Sriram Narayan shows how to infuse agility throughout your organization. Drawing on more than fifteen years’ experience working with enterprise clients in IT-intensive industries, he introduces an agile approach to “Business–IT Effectiveness” that is as practical as it is valuable. The author shows how structural, political, operational, and cultural facets of organization design influence overall IT agility—and how you can promote better collaboration across diverse functions, from sales and marketing to product development, and engineering to IT operations. Through real examples, he helps you evaluate and improve organization designs that enhance autonomy, mastery, and purpose: the key ingredients for a highly motivated workforce. You’ll find “close range” coverage of team design, accountability, alignment, project finance, tooling, metrics, organizational norms, communication, and culture. For each, you’ll gain a deeper understanding of where your organization stands, and clear direction for making improvements. Ready to optimize the performance of your IT organization or digital business? Here are practical solutions for the long term, and for right now. Govern for value over predictability Organize for responsiveness, not lowest cost Clarify accountability for outcomes and for decisions along the way Strengthen the alignment of autonomous teams Move beyond project teams to capability teams Break down tool-induced silos Choose financial practices that are free of harmful side effects Create and retain great teams despite today’s “talent crunch” Reform metrics to promote (not prevent) agility Evolve culture through improvements to structure, practices, and leadership—and careful, deliberate interventions |
| agile marketing operating model: Developing Products in Half the Time Preston G. Smith, Donald G. Reinertsen, 1997-10-30 Advance praise for Developing Products in Half the Time Second Edition New Rules, New Tools Preston G. Smith * Donald G. Reinertsen This is an exceptional book! Get a new highlighter before you start. There are so many 'ah ha's' in each chapter you will never make it through with an old one. Don LaCombe, Ford Motor Company, Product Development Process Leadership An excellent book with a strong treatment of the cycle-time consequences of overloading your development capacity. It provides powerful and practical concepts for dealing with this issue. Andrew Aquart, Director Product Development, Cordis, a Johnson & Johnson Company This is practical, useful stuff for people competing in highly competitive fast moving business. Dr. Paul Borrill, Chief Scientist, Sun Microsystems 3M has absorbed many of the tools from the original edition, and this new one will be even more useful. The topic of incremental innovation is crucial to us, and I really appreciate its balanced treatment. Ronald H. Kubinski, Manager New Product Commercialization Services, 3M Company As the authors correctly point out, the Fuzzy Front End is the least expensive place to reduce cycle time. This book is one of the only sources of concepts, methods, and metrics for compressing this critical portion of the development process. David M. Lewis, Product Manager, Eastman Kodak Co. Using these tools we've more than cut our time to market in half. The new edition of this classic crystallizes the synergy of the fast-to-market techniques, and the icons in the margins highlight the opportunities and pitfalls. Mike Brennan , Vice President of Product Development, Black & Decker |
| agile marketing operating model: Elevating the Human Experience Amelia Dunlop, 2021-10-26 Wall Street Journal bestseller Have you ever struggled to feel worthy at work? Do you know or lead people who do? When Amelia Dunlop first heard the phrase elevating the human experience in a leadership team meeting with her boss, she thought, He is crazy if he thinks we will ever say those words out loud to each other much less to a potential client. We've been conditioned to separate our personal and professional selves, but work is fundamental to our human experience. Love and worth have a place in work because our humanity and authentic identities make our work better. The acknowledgement of our intrinsic worth as human beings and the nurturing of our own or another's growth through love ultimately contribute to higher performance and organizational growth. Now as the Chief Experience Officer at Deloitte Digital, a leading Experience Consultancy, Amelia Dunlop knows we must embrace elevating the human experience for the advancement and success of ourselves and our organizations. This book integrates the findings of a quantitative study to better understand feelings of love and worth in the workplace and introduces three paths that allow individuals to create the professional experience they desire for themselves, their teams, and their clients. The first path explores the path of the self, an inward path where we learn to love ourselves when we show up for work, and examines the obstacles that hinder us. The second path centers around learning to love and recognize the worth of another in our lives, adding to the worth we feel and providing a source of meaning to our lives. The third path considers the community of work and learning to love and recognize the worth of those we meet every day at work, especially for those who may be systematically marginalized, unseen, or unrepresented. Drawing on her own personal journey to find love and worth at work in her twenty-year career as a management consultant, Amelia also weaves together insights from philosophers, theologians, and sociologists with the stories of people from diverse backgrounds gathered during her research. Elevating the Human Experience: Three Paths to Love and Worth at Work is for anyone who has felt the struggle to feel worthy at work, as well as for those who have no idea what it may feel like to struggle every day just to feel loved and worthy, but love people and lead people who do. It’s a practical approach to elevating the human experience that will lead to important conversations about values and purpose, and ultimately, meaningful change. |
| agile marketing operating model: Mastering Marketing Agility Andrea Fryrear, 2020-07-07 The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities. As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture. You will learn what it takes for marketing agility to thrive—customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage—along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations. |
| agile marketing operating model: EMPOWERED Marty Cagan, 2020-12-03 Great teams are comprised of ordinary people that are empowered and inspired. They are empowered to solve hard problems in ways their customers love yet work for their business. They are inspired with ideas and techniques for quickly evaluating those ideas to discover solutions that work: they are valuable, usable, feasible and viable. This book is about the idea and reality of achieving extraordinary results from ordinary people. Empowered is the companion to Inspired. It addresses the other half of the problem of building tech products?how to get the absolute best work from your product teams. However, the book's message applies much more broadly than just to product teams. Inspired was aimed at product managers. Empowered is aimed at all levels of technology-powered organizations: founders and CEO's, leaders of product, technology and design, and the countless product managers, product designers and engineers that comprise the teams. This book will not just inspire companies to empower their employees but will teach them how. This book will help readers achieve the benefits of truly empowered teams-- |
| agile marketing operating model: Digital Transformation Management for Agile Organizations Stefano Bresciani, Alberto Ferraris, Marco Romano, Gabriele Santoro, 2021-06-10 Digital Transformation Management for Agile Organizations highlights and explores new dynamics regarding how current digital developments globally scale, by examining the threats, as well as the opportunities these innovations offer to organizations of all kinds. |
| agile marketing operating model: EDGE Jim Highsmith, Linda Luu, David Robinson, 2019-08-02 EDGE: The Agile Operating Model That Will Help You Successfully Execute Your Digital Transformation “[The authors’] passion for technology allows them to recognize that for most enterprises in the 21st century, technology is THE business. This is what really separates the EDGE approach. It is a comprehensive operating model with technology at its core.” —From the Foreword by Heidi Musser, Executive Vice President and Principal Consultant, Leading Agile; retired, Vice President and CIO, USAA Maximum innovation happens at the edge of chaos: the messy, risky, and uncertain threshold between randomness and structure. Operating there is uncomfortable but it’s where organizations “invent the future.” EDGE is a set of fast, iterative, adaptive, lightweight, and value-driven tools to achieve digital transformation, and EDGE: Value-Driven Digital Transformation is your guide to using this operating model for innovation. Jim Highsmith is one of the world’s leading agile pioneers and a coauthor of the Agile Manifesto. He, Linda Luu, and David Robinson know from their vast in-the-trenches experience that sustainable digital transformation requires far more than adopting isolated agile practices or conventional portfolio management. This hard, indispensable work involves changing culture and mindset, and going beyond transforming the IT department. EDGE embraces an adaptive mindset in the face of market uncertainty, a visible, value-centered portfolio approach that encourages continual value linkages from vision to detailed initiatives, incremental funding that shifts as strategies evolve, collaborative decision-making, and better risk mitigation. This guide shows leaders how to use the breakthrough EDGE approach to go beyond incremental improvement in a world of exponential opportunities. Build an organization that adapts fast enough to thrive Clear away unnecessary governance processes, obsolete “command and control” leadership approaches, and slow budgeting/planning cycles Improve collaboration when major, fast-paced responses are necessary Continually optimize investment allocation and monitoring based on your vision and goals Register your product for convenient access to downloads, updates, and/or corrections as they become available. See inside book for details. |
| agile marketing operating model: Enterprise Architecture as Strategy Jeanne W. Ross, Peter Weill, David Robertson, 2006 Enterprise architecture defines a firm's needs for standardized tasks, job roles, systems, infrastructure, and data in core business processes. This book explains enterprise architecture's vital role in enabling - or constraining - the execution of business strategy. It provides frameworks, case examples, and more. |
| agile marketing operating model: Agility Shift Pamela Meyer, 2016-11-03 As contrary as it sounds, planning -- as we traditionally understand the term--can be the worst thing a company can do. Consider that volatile weather events disrupt trusted supply chains, markets, and promised delivery schedules. Ever-shifting geo-political tensions, as well as internal political upheaval within U.S. and global governments, derail long-planned new ventures. Technology failures block opportunities. Competitors suddenly change their product or release date; your team cannot meet the pace of innovations in your market niche, leaving you sidelined. There are myriad ways in the current business environment for a company's well-considered business plans to go awry. Most business schools continue to prepare managers to be effective in stable and predictable environments, conditions that, if they ever existed at all, are long gone. The Agility Shift shows business leaders exactly how to make the radical mindset and strategy shift necessary to create an agile, entrepreneurial organization that can innovate and thrive in complex, ever-changing contexts. As author Pamela Meyer explains, there is much more involved than a reconfiguration of the org chart and job descriptions. It requires relinquishing the illusion of control at the very foundation of most management training and business practice. Despite most leaders' approaches, Agility is not simply accelerated planning. Unlike many agility books on the market, The Agility Shift provides specific, actionable strategies and tactics for leaders at all levels of the organization to put into practice immediately to improve agility and achieve results. |
| agile marketing operating model: E-COMMERCE AND DIGITAL MARKETING Dr.G.Gokul Kumari, 2024-02-15 Dr.G.Gokul Kumari, Associate Professor, Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh, Kingdom of Saudi Arabia. |
| agile marketing operating model: Multidisciplinary Subjects For Research-IV, Volume-2 Dr. Dilip A. Ode, Mr.Jigeshkumar D. Chauhan , Sruthi S., 2021-01-29 |
| agile marketing operating model: Large-Scale Scrum Craig Larman, Bas Vodde, 2016-09-30 The Go-To Resource for Large-Scale Organizations to Be Agile Rather than asking, “How can we do agile at scale in our big complex organization?” a different and deeper question is, “How can we have the same simple structure that Scrum offers for the organization, and be agile at scale rather than do agile?” This profound insight is at the heart of LeSS (Large-Scale Scrum). In Large-Scale Scrum: More with LeSS, Craig Larman and Bas Vodde have distilled over a decade of experience in large-scale LeSS adoptions towards a simpler organization that delivers more flexibility with less complexity, more value with less waste, and more purpose with less prescription. Targeted to anyone involved in large-scale development, Large-Scale Scrum: More with LeSS, offers straight-to-the-point guides for how to be agile at scale, with LeSS. It will clearly guide you to Adopt LeSS Structure a large development organization for customer value Clarify the role of management and Scrum Master Define what your product is, and why Be a great Product Owner Work with multiple whole-product focused feature teams in one Sprint that produces a shippable product Coordinate and integrate between teams Work with multi-site teams |
| agile marketing operating model: Promoting Organizational Performance Through 5G and Agile Marketing Santos, José Duarte, Sousa, Bruno Miguel, 2022-09-30 It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there are indicators proving the evolution of marketing, there are still many questions that must be addressed when examining the changes made to the field: whether this evolution will force new tactics, whether it will be reduced to technological tools, and more. These questions must be answered in order to allow organizations to be more customer-oriented and competitive. Promoting Organizational Performance Through 5G and Agile Marketing provides knowledge and skills to allow readers the ability to understand the evolution and trends of marketing, as well as its implications in organizations and customer relationships. It consolidates concepts introduced in recent years and examines possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity. Covering topics such as loyalty programs, brand attachment, and purchase intention, this premier reference source is an excellent resource for business leaders and executives, brand managers, IT managers, marketers, communications professionals, students and faculty of higher education, librarians, researchers, and academicians. |
| agile marketing operating model: Research Handbook on Digital Strategy Carmelo Cennamo, Giovanni B. Dagnino, Feng Zhu, 2023-05-09 This state-of-the-art Research Handbook presents a comprehensive overview of the key strategic challenges that firms face when dealing with digital markets, platforms, and products and services, from old strategy questions in need of different solutions to entirely novel issues posed by the new competitive digital context. This title contains one or more Open Access chapters. |
| agile marketing operating model: Business Models and Firm Internationalisation Christian Nielsen, Svetla T. Marinova, Marin A. Marinov, 2021-12-21 Internationalisation has been a binding request for firms dealing with the challenges of the present-day realities. Extant international business publications have recently begun to point out the relationship between the notions of ‘business model’ and ‘internationalisation’, yet the filed needs considerably more attention. The core aim of this book is to provide a comprehensive analysis of the ways in which business models and internationalisation impact one another in the process of initiating and expanding international business activities. The analysis makes it feasible to detect the core issues of the interdependences between business models and internationalisation to facilitate management decision-making and implementation of pertinent firm internationalisation incorporating the application of appropriate business models. In this book, the business model is applied to explore the specifics and aspects of firm internationalisation processes. Innovating the business model is analysed as a persuasive means for augmenting the propensities of firms to internationalise. The book enriches the comprehension of the significance of business model innovation as an enabler of firm internationalisation, in view that scares in what manners business model innovation facilitate firm internationalisation. The book chapters address a broad range of issues encompassing: the general roles of business model in firm internationalisation, the relationships between digital business models and platforms on one side and firm internationalisation on another, how business models determine the internationalisation of services firms, the interplay between business models and firm internationalisation in specific contexts. It will, therefore, be of interest to researchers, academics and advanced students in the fields of international business and management. |
| agile marketing operating model: Paradigm Shift in Business Rajagopal, Ramesh Behl, 2023-11-11 This book discusses the socialization of business as a corporate philosophy to understand customers and stakeholders in order to motivate co-creating value-based business performance. Reviewing a wide range of literature, it analyzes emerging theories of agility in business, corporate social responsibility, social learning, and value co-creation. Divided into 5 sections, this volume deliberates upon critical success factors of firms, which include diversity and cross-functionality by managing the triple and quadruple bottom-line. It argues that timely deployment of streamlined crowd-based marketing strategies in chaotic markets enhance the effects of social innovation and reduce growing complexities in global and regional markets. Presenting new insights on developing agile business models using both aggressive (crowd-driven) and defensive (competitive) marketing strategies in the agile business models, this edited work discusses how contemporary businesses adapt to agile strategies and integrate people, profit, and corporate citizenship behavior. |
| agile marketing operating model: Managing Agile Alan Moran, 2015-03-18 This book examines agile approaches from a management perspective by focusing on matters of strategy, implementation, organization and people. It examines the turbulence of the marketplace and business environment in order to identify what role agile management has to play in coping with such change and uncertainty. Based on observations, personal experience and extensive research, it clearly identifies the fabric of the agile organization, helping managers to become agile leaders in an uncertain world. The book opens with a broad survey of agile strategies, comparing and contrasting some of the major methodologies selected on the basis of where they lie on a continuum of ceremony and formality, ranging from the minimalist technique-driven and software engineering focused XP, to the pragmatic product-project paradigm that is Scrum and its scaled counterpart SAFe®, to the comparatively project-centric DSDM. Subsequently, the core of the book focuses on DSDM, owing to the method’s comprehensive elaboration of program and project management practices. This work will chiefly be of interest to all those with decision-making authority within their organizations (e.g., senior managers, line managers, program, project and risk managers) and for whom topics such as strategy, finance, quality, governance and risk management constitute a daily aspect of their work. It will, however, also be of interest to those readers in advanced management or business administration courses (e.g., MBA, MSc), who wish to engage in the management of agile organizations and thus need to adapt their skills and knowledge accordingly. |
| agile marketing operating model: E-Commerce and Digital Marketing Strategies Dr.Rajesh R, Prof.Chaithra M.S, Prof.Soumya K.R, Prof.Sowmya C.U, 2024-09-19 Dr.Rajesh R, Professor & Head, Department of MBA, City Engineering College, Bengaluru, Karnataka, India. Prof.Chaithra M.S, Assistant Professor, Department of MBA, City Engineering College, Bengaluru, Karnataka, India. Prof.Soumya K.R, Assistant Professor, Department of MBA, Surana College (Autonomous), Bengaluru, Karnataka, India. Prof.Sowmya C.U, Assistant Professor, Department of MBA, JSS Academy of Technical Education, Bengaluru, Karnataka, India. |
| agile marketing operating model: Agile Marketing Performance Management Sascha Stürze, Markus Hoyer, Claudio Righetti, Matthias Rasztar, 2022-10-29 This book helps marketing decision makers in allocating their budget to diverse communication channels and different business units in an ROI-optimal way, and to adapt it in an agile manner. The optimal allocation of resources in marketing is not very complex in theory, but in practice a variety of questions arise, for example: How do you find the optimal mix, even across brands and product lines, and how do you adjust it dynamically? What is the right balance between image and performance marketing? How do you tackle strategic data management and other organizational challenges? The authors guide the reader through the entire process from data collection to marketing mix modeling and campaign tracking to tool selection. The book strikes the right balance between theoretical sophistication and necessary pragmatism, with numerous concrete recommendations for decision makers. |
| agile marketing operating model: The Art of Action Stephen Bungay, 2011-02-16 What do you want me to do? This question is the enduring management issue, a perennial problem that Stephen Bungay shows has an old solution that is counter-intuitive and yet common sense. The Art of Action is a thought-provoking and fresh look at how managers can turn planning into execution, and execution into results. Drawing on his experience as a consultant, senior manager and a highly respected military historian, Stephen Bungay takes a close look at the nineteenth-century Prussian Army, which built its agility on the initiative of its highly empowered junior officers, to show business leaders how they can build more effective, productive organizations. Based on a theoretical framework which has been tested in practice over 150 years, Bungay shows how the approach known as 'mission command' has been applied in businesses as diverse as pharmaceuticals and F1 racing today. The Art of Action is scholarly but engaging, rigorous but pragmatic, and shows how common sense can sometimes be surprising. |
| agile marketing operating model: Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation Bahaaeddin Alareeni, |
| agile marketing operating model: Rethinking Strategy for Creative Industries Milan Todorovic, with Ali Bakir, 2016-03-02 Creative Industry practices are increasingly manifested through hybrid models and methods and emerging sub-sectors. With ever finer dividing lines between form and content, product and service, participation and consumption, the distinctions between sectors are increasingly blurred, while new, convergent models emerge. Reflecting this fluid context, this book provides a new perspective on strategy in the Creative Industries. Based on extensive original research and live empirical data derived from case studies, interviews, and observations with creative managers, it reveals strategic decision-making by analysing business manoeuvres and stages of innovation in the Creative Industries. Through analysing the interactive features of aesthetically driven information assets, and how new user/consumer cultures are applied, it uncovers the principles that are transforming strategy in the Creative Industries. This innovative volume will be of significant interest to scholars, advanced students and practitioners in the Creative Industries as well as well as industry consultancies and practitioners. |
| agile marketing operating model: Agile Strategy Execution Gaye Clemson, 2016-10-29 Leaders of most firms today are painfully aware of how difficult it is to execute strategies effectively in their organizations. Industry research has well documented this reality, with the success needle barely moving over the past 20 years. Our intent in this book is to merge 'agile concepts' with strategy execution 'Best Practices' resulting in an easy to understand set of principles and techniques, organized in a meaningful, practical and quickly deployable Agile Strategy Execution Framework . This framework is presented through the eyes of organizations where it has been successfully used to drive improvements in how strategy gets executed. We expect this book to help leaders and strategy practitioners revolutionize their business models by becoming more agile in an aligned, accountable and responsive way. Our Agile Strategy Execution Framework is composed of six Dimensions and two Influencing Factors, which can be summarized as follows: Dimension #1 Detailed Plans and Metrics involves incorporating a systematic and disciplined approach that focuses on translating breakthrough organizational goals, objectives and strategies into specific functional area, team and individual plans and their associated metrics. Dimension #2 Align and Link means ensuring that strategic goals are aligned and linked to projects, programs, run-the-business activities and process improvement efforts both vertically and cross-functionally driving progress/actions at all organization levels. Dimension #3 Real-Time Updates involves institutionalizing a transparent Single Source of Truth online for all plan collaboration, engagement and reporting and then driving real-time plan updates based on day to day triggers, ensuring properly prioritized & scheduled work. Dimension #4 Cadence Decisions means ensuring proactive real-time resourcing, course correcting solution and backlog management decision-making processes. Dimension #5 Innovation Bets involves identifying and executing small opportunities to study, pilot or test new innovations that reflect current market conditions, new technology or other advances. Dimension #6 Refresh or Transform means formally reassessing core business assumptions, updating strategic plans and tactics, reviewing priorities, linkages and alignment and then pivoting as needed. Influencing Factor #1 The Culture Impacts Influencing Factor involves assessing formal vs. informal, and preached vs. practiced corporate culture. Leaders can then either use their culture as an enabling driver for managing change or if needed initiate processes to drive needed culture change. Influencing Factor #2 The Connected Governance Influencing Factor involves using leading edge digitization experiences to link leadership practices, employee engagement mechanisms and collaboration processes. Also shared are the details of an Agile Strategy Execution Maturity Model that can be used to help organizations assess their own progress in executing strategy with more agility on an evolving scale and ascertain where they would like to be in the future. The Agile Strategy Execution Framework can then be used to target improvement areas and provide guideposts and methods as to how to move up the agile strategy execution maturity curve. Also in the Appendix are a select number of techniques and templates that the authors have found useful to help jumpstart improvement efforts. In conclusion, what makes strategy execution agile is an ecosystem focused on alignment (both functional and cross-functional), accountability (through data-driven with team and individual buy-in and ownership) and responsiveness (to changing internal and external landscapes). In this way strategies and tactics can be continuously adapted, pivoted and realigned to meet execution performance expectations in an agile way. |
| agile marketing operating model: Total Customer Growth Adam Turinas, Ben Person, 2023-05-18 “Rock Solid ABM Bible,” - Charles Cantu, founder of Rest Digital “TCG Will be the Next Acronym on Every Marketers Lips,” - Bob Abrahamson, chief marketing officer, pCare “This book is very well written and full of actionable insight. I especially appreciate the many free tools offered for download as part of the book purchase,” - Kelly McDermott, chief marketing officer, of Caregility “A fresh take on ABM. It’s the sort of book you can come back to frequently for how-to’s and ideas,” - Drew Neisser, Founder of CMO Huddles and award-winning author If you have read or considered great books like ABM is B2B by Sangram Vajre or A Practitioner’s Guide to Account-based Marketing by Bev Burgess, you will enjoy this fresh and up-to-date take on ABM. Adam and Ben speak with hundreds of sales and marketing leaders every year. Several recurring issues come up: How to get started with ABM, how to win and grow a more profitable customer base and how to turn marketing into a competitive advantage. This book will answer these questions about ABM and propose a new, more holistic model for making your sales and marketing more effective. ABM is part of the answer and is emerging as the way to acquire new and more profitable customers. In addition, a relatively new concept has emerged called “account-based experience” (ABX) that addresses how to cross-sell, upsell, and convert customers into evangelists. This book proposes a new more efficient model that combines ABM, ABX, and other account-based strategies. We call it… Total Customer Growth Total Customer Growth is a system involving sales, marketing, and customer success to find, engage, convert, and grow profitable customers for life. It is a holistic approach to building a sustainable, long-term business model. We wrote this book as a comprehensive practical guide to ABM, ABX, and Total Customer Growth. The book includes how-to guides, strategic rationales, examples, and references to online resources to help in your journey. The book is divided into four parts: Part 1 - Strategic Foundations of Total Customer Growth Chapter 1 Why ABM Is Transforming B2B Sales and Marketing Chapter 2 The Total Customer Growth Framework Chapter 3 Starting with Intent Chapter 4 Targeting Chapter 5 The Buyer Journey Chapter 6 ABM Campaign Strategies and Personalization Chapter 7 Engagement and Content Planning Part 2 - Putting ABM into Action Chapter 8 The ABM Technology Platform Chapter 9 SDRs: ABM’s Secret Weapon Chapter 10 Measurement Matters Part 3 - ABM to ABX Chapter 11 Envisioning ABX and Total Customer Growth Chapter 12 Account Insight-Driven Growth Chapter 13 Turning Customers into Positive Influencers Part 4 - Get Moving. Get Scaling. Chapter 14 Think/Crawl/Walk/Run Chapter 15 Scaling and Evolving Chapter 16 Being Agile Chapter 17 The Total Customer Growth Organization |
| agile marketing operating model: Business Model Innovation Constantinos Markides, 2023-06-29 Digital technologies have allowed for the proliferation of new business models, something that has attracted the attention of academic research. Much of this research has focused on (i) understanding what a business model is and its theoretical connection to the concept of strategy, and (ii) exploring what business model innovation is and what its sources and outcomes are. Less work has gone into studying the issues that established firms face in business model innovation – such as how to respond to the arrival of a disruptive business model in one's industry, or how to compete with dual business models or how to migrate from one business model to another. This Element approaches the topic of business model innovation from the perspective of the established firm and examines the unique strategic and organizational issues that big, established companies face when a new business model enters their markets. |
| agile marketing operating model: Marketing 5.0 Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, 2021-01-27 Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights. |
| agile marketing operating model: Entrepreneurship and Industry 4.0 Krishna Raj Bhandari, 2021-06-07 Industry 4.0 (i4.0) can unleash new business models or develop essential insights for a better decision-making process. It includes technologies like the Internet of Things (IoT), AI, cloud computing, machine learning, robotics, 5G, and Big Data Analytics (BDA). The imperative of i4.0 can enhance value creation and value capture at the same time with unmatched efficiency. This book explores how entrepreneurs can balance entrepreneurial exploration and exploitation in i4.0. The analytics world is moving beyond the descriptive to predictive, and in the future, it will be more prescriptive enabled by AI, machine learning, expert systems, and 5G. Thus, the future of entrepreneurial exploration and exploitation depends on how information is used to develop insights and to make intelligent, smart, and fact-based decisions to take actions that may have real-time correction mechanisms. As such, i4.0 has implications for students, managers, researchers, policymakers, and politicians alike. This book is a must-read for all. |
| agile marketing operating model: Scaling Software Agility Dean Leffingwell, 2007-02-26 “Companies have been implementing large agile projects for a number of years, but the ‘stigma’ of ‘agile only works for small projects’ continues to be a frequent barrier for newcomers and a rallying cry for agile critics. What has been missing from the agile literature is a solid, practical book on the specifics of developing large projects in an agile way. Dean Leffingwell’s book Scaling Software Agility fills this gap admirably. It offers a practical guide to large project issues such as architecture, requirements development, multi-level release planning, and team organization. Leffingwell’s book is a necessary guide for large projects and large organizations making the transition to agile development.” —Jim Highsmith, director, Agile Practice, Cutter Consortium, author of Agile Project Management “There’s tension between building software fast and delivering software that lasts, between being ultra-responsive to changes in the market and maintaining a degree of stability. In his latest work, Scaling Software Agility, Dean Leffingwell shows how to achieve a pragmatic balance among these forces. Leffingwell’s observations of the problem, his advice on the solution, and his description of the resulting best practices come from experience: he’s been there, done that, and has seen what’s worked.” —Grady Booch, IBM Fellow Agile development practices, while still controversial in some circles, offer undeniable benefits: faster time to market, better responsiveness to changing customer requirements, and higher quality. However, agile practices have been defined and recommended primarily to small teams. In Scaling Software Agility, Dean Leffingwell describes how agile methods can be applied to enterprise-class development. Part I provides an overview of the most common and effective agile methods. Part II describes seven best practices of agility that natively scale to the enterprise level. Part III describes an additional set of seven organizational capabilities that companies can master to achieve the full benefits of software agility on an enterprise scale. This book is invaluable to software developers, testers and QA personnel, managers and team leads, as well as to executives of software organizations whose objective is to increase the quality and productivity of the software development process but who are faced with all the challenges of developing software on an enterprise scale. |
| agile marketing operating model: Transformed Marty Cagan, 2024-03-12 Help transform your business and innovate like the world's top tech companies! In INSPIRED, product thought leader Marty Cagan revealed the best practices and techniques used by the top product teams operating in the product model. Next, EMPOWERED shared the best practices and techniques used by the top product leaders to provide their teams with the kind of environment they need to thrive in the product model. Yet, the most common question after reading INSPIRED and EMPOWERED has been: Yes, we want to work this way, but the way we work today is so different, and so deeply ingrained, is it even possible for a company like ours to transform to the product model? TRANSFORMED was written to bridge the gap between where most companies are right now and where they need to be. The leaders of these companies know they must transform to compete in an era of rapidly changing enabling technology, but most of them have never operated this way before. TRANSFORMED has three big goals: First, the book will educate you with a deep understanding of the product operating model, and what it means to work that way. Second, the book will convince you with detailed case studies of successful transformations, that while difficult, it is absolutely possible for you to transform your company to the product operating model. Third, the book will inspire you with truly impressive case studies of product innovation, showing what you too will be capable of doing once you successfully transform. TRANSFORMED is written for those driving change, including the senior company leaders—starting with the CEO—as well as the senior executives and stakeholders who need to collaborate with the product teams, the product leaders, the members of the product teams, and all those who either support or depend on these product teams. Written by best-selling author Marty Cagan and his partners at the Silicon Valley Product Group, TRANSFORMED is filled with real-world examples and proven, practical advice from their decades of experience helping companies move to the product operating model. |
什么是 Agile Software Development（敏捷软件开发）？ - 知乎
Apr 16, 2014 · 既然题主问的是“Agile Methodology”,那么便应该比限定在“软件开发”领域要更加宽泛。本回答从“敏捷开发”出发，尝试解读究竟什么才是“敏捷”。 一、从“敏捷开发”说起 “敏捷” …
什么是芯片领域的“敏捷设计（Agile Development - 知乎
什么是芯片领域的“敏捷设计（Agile Development）”？ 引用矽说公众号对DARPA资助项目的解说；也有提到RISCV，CHISEL等字眼。 敏捷设计与超高效计算芯片，DARPA为未来半导体发 …
请问路由器双频合一开了好还是不开好？ - 知乎
说实在的。。。这个问题要看具体场景，没什么确定性的答案。就我自己而言，一般都是开着的。除非是我自己这边设备很多，要做隔离优化网络的时候，否则不会手动去把双频分开来。 双 …
什么是 Agile Software Development（敏捷软件开发）？ - 知乎
Apr 16, 2014 · 既然题主问的是“Agile Methodology”,那么便应该比限定在“软件开发”领域要更加宽泛。本回答从“敏捷开发”出发，尝试解读究竟什么才是“敏捷”。 一、从“敏捷开发”说起 “敏捷”概念的引 …
什么是芯片领域的“敏捷设计（Agile Development - 知乎
什么是芯片领域的“敏捷设计（Agile Development）”？ 引用矽说公众号对DARPA资助项目的解说；也有提到RISCV，CHISEL等字眼。 敏捷设计与超高效计算芯片，DARPA为未来半导体发展的方向下重 …
请问路由器双频合一开了好还是不开好？ - 知乎
说实在的。。。这个问题要看具体场景，没什么确定性的答案。就我自己而言，一般都是开着的。除非是我自己这边设备很多，要做隔离优化网络的时候，否则不会手动去把双频分开来。 双频合一的原理 …
