We have created the movement for agile marketing, to me the biggest reason for doing this activity is to have transparency.
So often the C suite dive in, want something next day, and knock off more important projects. Then the CEO fires everyone because the plan didn't work, but it didn't work because it wasn't executed. How can you execute when the project resources keep taken away from scheduled project tasks?
Agile marketing gets to the truth both for the marketer and the company as a whole. We need to redefine how marketing projects are run, in a world where troubles are normal and quietness the exception there is no other way to take projects to the ground and achieve results.
How EMC2 approaches Agile Marketing. by Scott Binker ChiefMartec.com