Why does marketing better agile?

3 min reading

What if you launch a great marketing campaign, very well planned, upon several media, engaging resources in and outside the company, producing lots of contents, dealing with the brand image then it fails? Unusual? Less than you can expect.

Marketing became increasingly complex by dealing with rising unpredictability in markets. And if project management in unpredictable environments shifted to Agile, why then marketing shouldn’t benefit by Agile methodologies dealing with unpredictability?

Actually in marketing the Agile trend is already up and running, the Agile Marketing Manifesto has been written in 2012, since then many marketers have joined the movement. Many, but not too many, marketing industry remain cold against Agile culture. Well, you can argue that management is not in love yet with Agile either. Point taken.

Yes, Agile is great, but is not yet a mainstream out of IT driven businesses and some other big brands. There it still a lot to do for agilists all over the world to empower organisations effectiveness via modern methods of management that are collected under the Agile umbrella.

Agile is based on few, strong principles and values with the purpose to shift the culture in organisational behaviour. Marketers who serve clients within an Agile framework report better outcomes by an effective improvement of collaboration. Why that can happen?

Several techniques that are kernel in the Agile framework are designed to nurture an open collaboration, lower the blame upon failures, focus on learning by continuous improvement and value outcomes that include enhanced positions of teams and companies, rather than just expect outputs.

Some marketers report how an Agile framework requires a shift in clients qualification, companies have to learn how to overcome fear of an open collaboration, especially with suppliers. The need to remain safe into your own shell, avoiding responsibility for failures, leads people to stay away from accountability.

When an organisation has already embraced Agile, then become easier to lead marketing projects implementing Agile techniques like build teams of multiple functions or run test upon options instead using HyPPO decision making.

Benefit of just few techniques implemented are evident even if not immediate.

The risk most reported are related to abandonment of agile methods, that turns into rotate people into each team or give up to follow team activities and just wait for updating, or lack in sponsorship. Factors that most probably cause these problems are reported as time pressure, resource scarcity and resistance to change. The first two can be more perceived than real, but the last one is more unlikely to be acknowledged.

What makes working into an Agile framework really different, no matter if you are developing an airplane or a marketing campaign, is the acceptance of failures. It doesn’t mean that Boeing can be forgiven as much as Bloomingdale can be forgotten. None of them are. But whilst Boeing is used to Agile framework and many of their project went successful, we have no idea what leaded Bloomingdale in launching a marketing campaign offending men and horrifying women.

In both cases something didn’t work as expected. Those were both mistakes, failures. But please do not think that Agile approach forgive that kind of mistakes, it is exactly the opposite: Agile, when executed properly, puts in place an environment where experimentation, with small failures then reviews, support the learning process, ends protecting teams from big failures that can be fatal to organisation. 

In marketing we probably have been used to experimentations by testing audiences and interviewing customer clusters in order to decide, much before Agile was born, but that doesn’t authorise marketer to look down to agilists. In marketing we often accepted to deal with unverified assumptions, lacking in challenging people upon ideas and opinions, and just accomplish what the payer wants.

Agile in marketing is not only a good match, but a continuity, a boost of a culture that already deals with unpredictability. We can learn a lot by Agile project management, no wonder why those marketers who are not afraid to change, engaged already with Agile.

Why did you write it there?

Less is more:  “I know that half of what I spend in Advertising is just wasted money. The problem is that I don’t know which of the two halves is the right one.”

Just landed at Malpensa airport eventually I saw an advertising that got my curiosity, but a question rose to my mind suddenly: "Why? Why did you feel it was the right place to place your message?" Then another one: "What damn did you write there??"

I think sometime people forget the adv pillars:

Less is more” -  Being focused, write a minimal message that keep user’s interest!

Unique Selling Proposition” - Only one, very good reason that creates distintive value.

Be Remarkable” - Think “out of the box” in order to be read.

Think like your client does” -  What does really make the difference in the client’s mind?

Continue reading "Why did you write it there?"

Landing Project aimed to Italian companies

Non sempre gli atterraggi vanno lisci come si vorrebbe.

In termini di business, raramente un nuovo mercato si presenta come una pista ben asfaltata: una runaway liscia e senza ostacoli. Mentre un atterraggio di fortuna comporta molti rischi, uno adeguatamente pianificato permette di conoscere il “terreno” sul quale si intende scendere ed evita capovolgimenti.

Here the article in Italian: Landingprojects

Valuable or not valuable? This is the question…

How to design a better Value Proposition for the post consumerism economy? The paradigm is changing fast likewise the desire to own goods, even virtual ones; what then is the value that makes sense in our lives?

I’m just fed up with networking events’ proposals. If you would attend just at half of those organised every day in London City you can’t work; you merely attend events. Each organiser shows the great value you will get attending his event. From the “breakfast meeting” starting at 7.30am with just the food cost (£10) you will meet teens of entrepreneurs (all of them ready to do businesses...). Then the “mid morning meeting” just meet people, entrepreneurs and business men over a topic talking about businesses...



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SOAR – Sales Organisational Advanced Reshape

The company in brief

The company's business was in the food industry in Italy. The organisation was over 60 people and had a turnover of 20 million a year. In the last 30 years it has produced a consistent and, year after year, increased cash flow. The management has set the business procedures on their best way to meet the seasonal demands of the tourist areas and it allowed them to become the leading company in the market for the last 3 decades. The risk management strategy also led to several real estate investments.




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Business Development

Business development and strategic planning

Evaluation of business models by market, resources, culture and strategic choices.

Strategy sets the business model backbone. To analyze markets, the main business model issues is defining a precise strategy for a coherent pattern of choices. The Vision & Mission definition process helps entrepreneurs to clarify their Brand Character.  When we know who we want to be, we can spell out the behavior we have to show, the performance to act out, and to move into business relations.


The content's items:




4 P Marketing Model
SWOT analysis
Back to the Business Model
Value Proposition

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Vision & Mission

Vision & Mission: Unknown or confused

Are we really sure it’s clear what they mean? As the strategic approach shows they are essential milestones in Leadership. As consultants we often see how they are misused by many companies, sometimes they are unclear or mistaken. Many people talk about Vision and Mission, do they know what they really are?

Just some weeks ago I was called into a client’s office for a consultation. Here they advised me about a consultancy they had had about their Vision and Mission statements. They then showed them. Here starting the matter, or the nightmare begins...


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Canada, Italian export

Perché esportare qui.

Le mie impressioni sul Canada, qualche idea per gli imprenditori italiani che cercano nuovi mercati.

Grazie a Paolo Pugni che ha posto queste domande stimolando una discussione che mi onoro di aprire a favore di tutti:

Paolo ha chiesto di spiegare, rispondendo alle sue domande, i motivi per scegliere un determinato paese per investire risorse in un progetto di Landing, cioè di atterraggio in un mercato di sbocco. Ovvio che si tratta di valutare il ROI del progetto e, quindi, prima di tutto del potenziale del mercato. Un mercato il cui costo di entrata elevato sia bilanciato da un elevato mercato potenziale può essere in equilibrio, quindi conoscere la domanda potenziale e i costi di Landing rappresenta lo scopo che ogni progetto di valutazione di opportunità deve riuscire a fornire con almeno una buona approssimazione...


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