“Agile marketing” is a crutch for those who do not have a real strategy.
That was the headline from an article published this week by
Agile generally doesn’t change strategy on a sprint-by-sprint basis. But it also doesn’t let a bad, outdated, or disrupted strategy go too far off course before providing empirical data necessary to make an informed correction.
Like it or not, modern marketing is entwined with software
Samuel’s frustration with “agile marketing” is expressed in a broader rejection of the idea that marketers should be software developers, which he seems to think was what I was advocating for in my book false dichotomy. It simply augments them and updates them to today’s environment.
Marketers shouldn’t borrow ideas from the software world simply because of their software roots. But they shouldn’t reject them simply because of that ancestry either. Assuming that there’s nothing to be learned from an adjacent (and increasingly overlapping) profession is a reckless mindset — especially in an era of great change and upheaval.
Marketers who do that, ironically, are inadvertently borrowing a dangerous anti-pattern from the software profession that has plagued developers for decades: the hubris of “not-invented-here.”
P.S. For further reading on this subject, here are a couple of earlier articles I wrote that are relevant to this conversation: Pragmatic Marketing vs. Hype Cycles and False Dilemmas and 3 Myths of Agile Marketing.
P.P.S. Want to learn how to run agile marketing the right way? Sign up for Andrea Fryrear’s half-day workshop, Agile Marketing Advantage, at the upcoming MarTech conference in Boston, October 1-3. Here’s a peek at more of the agenda of the event, focused on the intersection of marketing, technology, and management.