What is Marketing to do When Product Goes Agile?
Thereâ€™s a scene playing out in lots of offices right now. Product management and product development have declared they are â€œgoing agile.â€ Marketingâ€™s reaction is usually confusion (â€œWhat does this mean for us?â€), though sometimes it can be intentional ignorance (â€œWonâ€™t impact us, donâ€™t worry about itâ€) or even active resistance (â€œItâ€™s probably going to be bad for us, so letâ€™s put a stop to itâ€).
A lot has been written on how agile impacts product management â€” and certainly even more on how agile impacts product development â€” but not much on how agile impacts marketing. In my latest blog post on the SiriusDecisions blog, I talk about what needs to change â€” and what stays the same â€” in marketing when product goes agile. Read the blog post: What is Marketing to do When Product Goes Agile?
Whatâ€™s hot on Twitter
Here are a few of my tweets which have generated the most interest over the past few weeks; to get these in real-time, follow me at @jefflash:
— Jeff Lash (@jefflash) December 18, 2013
— Jeff Lash (@jefflash) December 11, 2013
— Jeff Lash (@jefflash) December 9, 2013
— Jeff Lash (@jefflash) December 10, 2013