Description
Book SynopsisNeil Perkin is the founder of Only Dead Fish, a consultancy which specializes in digital strategy, transformation and agility. Based in Sussex, UK, he has run marketing training and consulted on marketing transformation and capability with a variety of large, multi-national businesses and curates the Firestarters thought leadership events for Google UK. A regular keynote speaker, he has written for Econsultancy, Marketing Week and The Marketing Society and has been named by Sage as a 'Top 100 Global Business Influencer'. He is also the author of
Agile Transformation and the co-author of
Building The Agile Business Through Digital Transformation, both published by Kogan Page.
Trade Review"There is ongoing debate about whether the principles of marketing itself have changed. But what should be clear to all is that *how* marketing is executed has changed and agile is key to that. Somewhat surprisingly, though, marketers have been slow to really understand what agile means for marketing. This book should be required reading for any marketer wanting to learn how marketing needs now to operate." * Ashley Friedlein, CEO, Guild and Founder, Econsultancy *
"This book is packed full of amazing insights and pragmatic advice for marketers who are looking to transform the way that their team works. Essential reading." * Fiona Spooner, Managing Director, Consumer Revenue, Financial Times *
"The greatest opportunity in modern marketing is the need to embrace agile methodology to fuel growth and accelerate scale.
Neil Perkin has forensically written the blueprint for every marketer to follow with rigour, candour and thankfully the odd bit of humour too." * Richard Robinson, Managing Director, Oystercatchers *
"Neil is able to articulate the essential elements of agile ways of working in a truly engaging way using easy to understand models, great storytelling and relevant examples." * Christel Kinning, Chief Transformation and People Officer, Oatly *
"Prepare to be challenged! Neil Perkin cracks the code for successfully applying an agile mindset and methods, at scale to marketing." * Paul Duxbury, Global Repeatable Growth Model Programme Lead, GSK Consumer Healthcare *
"Superbly researched and articulated throughout this book is full of inspiring stories and practical frameworks. Neil has written the definitive guide on how to apply agile principles at scale in marketing." * Iain Noakes, Head of Marketing Strategy and Planning & Effectiveness, Samsung Electronics *
"In the modern flux of culture, marketing can be confusing, for brands, agencies and customers. Neil has written the essential playbook for shaping your marketing organization to be as agile as culture requires." * Faris Yakob, co-founder of Genius Steals LLC, author of Paid Attention *
Table of Contents
- Section - ONE: The agile marketing opportunity;
- Chapter - 01: Marketing in the digital age;
- Chapter - 02: Defining agile marketing - what it is, and what it’s not;
- Chapter - 03: Agile process and principles;
- Section - TWO: Agile marketing strategy;
- Chapter - 04: Understanding context and situational awareness;
- Chapter - 05: Adaptive strategy;
- Section - THREE: Agile marketing execution;
- Chapter - 06: Using sprints;
- Chapter - 07: Applying methodology to marketing execution;
- Section - FOUR: Scaling agile marketing;
- Chapter - 08: Agile marketing structures;
- Chapter - 09: Agile marketing at scale;
- Chapter - 10: Agile resourcing;
- Section - FIVE: Agility from data;
- Chapter - 11: Why data is the foundation of agile;
- Chapter - 12: Learning well with data;
- Section - SIX: Agile marketing culture and leadership;
- Chapter - 13: What is agile culture in marketing?;
- Chapter - 14: A culture of exploration;
- Chapter - 15: Empowering high-performing marketing teams;
- Section - SEVEN: The agile marketing transformation;
