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When your business is dependent on that bottom line, drawing outside that line seems like a ginormous risk.

But if there’s one thing martech experts are, it’s experimental. And if there’s one thing agile marketing isn’t, it’s set in stone.

Agile pairs structured guidance with an appreciation for change, giving way to endless customizations based on tactics that work.

When in the hands of our boldest and bravest marketing leaders, agile methodologies make powerful tools.

We know firsthand, because… well, we asked them: “What are your most creative agile tactics?” And their answers didn’t disappoint.

In short, they detailed the path to agile creativity in five key steps:

  1. Cheap, fast, efficient: Pick two
  2. Fail to plan = plan to fail
  3. Prioritize the synchronicity of your team
  4. Embrace new ways of working
  5. Reward & incentivize your teams

Cheap, fast, efficient: Pick two

Steve Burge

Steve Burge, Owner at Upstream

"Fast" is not always a virtue. We've locked ourselves into some bad architecture decisions by moving too fast. It's more accurate to say we release "small and fast", with many minor iterations.”

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Matthew Canning

Matthew Canning, Author & Speaker at MatthewCanning.com

“If you want a fast turnaround, be willing to bend on features and quality. Simple. And sometimes that's okay - sometimes ‘released’ is more important than ‘perfect.’”

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Andrea Fryrear

Andrea Fryrear, Founder at The Agile Marketer

“It can seem counterintuitive, but by working on fewer things simultaneously you actually crank things out much faster and at a higher quality.”

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Tommi Forsstrom

Tommi Forsstrom, Director of Product Management at Shutterstock

“I don't think "speed of delivery" is a core value of agile, nor would I choose to execute on agile if just getting something out the door was priority #1. Agile excels in building truly fit-for-purpose solutions and reacting to change correctly.”

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Mike Clayton

Mike Clayton, Founder at OnlinePMCourses.com

“Create a culture that makes [the Decision] stage more thorough. Expect your PMs to do this really well. And make sure your sponsors and project boards give these definitions a good shake-down. Sometimes, it pays to go slow to speed up!”

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Jonathan Aufray

Jonathan Aufray, Chief Executive Officer at GrowthHackers

“In marketing, I believe creativity is key. However, in project management, I think organization is crucial.”

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Philipe Casarotte

Philipe Casarotte, Product Manager at Casarotte

“You should split the project by its features, and then create to-dos that once done will actually have built a deliverable, a certain percentage of the project that you can actually say is "done!"”

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Corey Northcutt

Corey Northcutt, Manager at Northcutt

“Motivated, creative thinkers will naturally develop their own systems that work best for them. If that's a whiteboard, Post-it notes, or a plain old notepad, let that take its course.”

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Rhona Aylward

Rhona Aylward, Deputy Everything Officer at Psoda

“My tactics for a fast, successful project turnaround are: break your projects down to small “sprints” and stick to producing the minimal viable product at each go around.”

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Anand Thaker

Anand Thaker, CEO at IntelliPhi

“It takes quite a bit of creativity and restraint to ensure that your processes and management operations on a project remain simple.”

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Mario Lucero

Mario Lucero, Agile and Lean Coach at Agile Lucero

“Visualise work, limit the work in process, [and use] Lean metrics to check the status of the project.”

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Prioritize the synchronicity of your team

Jeff Lash

Jeff Lash, Vice President & Group Director, Go-to-Market at SiriusDecisions

“If you’re sure that the [project’s] parameters are defined clearly upfront, make sure everyone on the team is [also] clear on them.”

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Jens Marut

Jens Marut, Chief Executive Officer at Ovark

“There is no elaborate technique, no creative method and no clever tactic needed to solve [agile team] problems. Only an honest leader… letting go of egos and leaving politics far behind [will] bring everything back to the facts.”

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Neil Sheth

Neil Sheth, Founder at Only Way Online

“Fast changes requires fast decisions, which are dependent on good communication and debate.”

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Brett Harned

Brett Harned, Digital PM Consultant at BrettHarned.com

“If you make frequent and transparent communication a part of your team's ethos, you'll find that everything runs more smoothly.”

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Manish Dudharejia

Manish Dudharejia, Co-founder & President at E2M Solutions, Inc.

“Discussing progress and staying on top of everything is crucial for a fast project turn-around to avoid any back-and-forth.”

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Jacob Cass

Jacob Cass, Founder and Creative Director at JUST Creative

“Clear, constant communication at all stages of the project makes for a fast turnaround, as well as breaking down projects into phases, and sub-sections for larger projects.”

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Kevin Indig

Kevin Indig, SEO Ninja at Atlassian

“It's important to communicate more than necessary, commit to the project from start to finish and dare to change.”

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Embrace new ways of working

Saverio Losito

Saverio Losito, Vice President of Finance at PMI-NIC

“Mind Mapping for your standup meetings... A Kanban board to help you in organizing your tasks... The Pomodoro Technique to help your team in focusing on their duties... These work and they enhance your team members' creativity!”

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Daniel Nilsson

Daniel Nilsson, Customer Centric Growth Strategist at Daniel-One.com

“I recommend using Strategyzer’s “Value Proposition Design” in a team workshop to change the team focus from product to customer.”

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Bert Heymans

Bert Heymans, Project Manager at PHPro

“Discuss the work on [your Scrum] board from right to left instead of starting with your todo column. Essentially you want to get people to start focussing on finishing work.”

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Rafi Chowdhury

Rafi Chowdhury, Chief Executive Officer at Chowdhury's Digital

“[The key is] always developing and having a large network [of freelancers and service providers] at hand so whenever something is needed, you can tap into that network and get what you want in the fastest time possible.”

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Ovi Negrean

Ovi Negrean, Chief Executive Bee at SocialBee.io

“Using existing APIs, and even doing some manual work, as per the "Concierge MVP" model is key to a quick shipment of the first version of the product.”

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Christoph Dahn

Christoph Dahn, Host at Greenblut

“With every experiment your team needs to declare the expected outcomes first. Train your team in making estimates and turn these assumptions into falsifiable hypotheses.”

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Brenda Stoltz

Brenda Stoltz, Founder and Chief Strategist at Ariad Partners

“Three words: Task List Templates. Create templates for tasks that your team does frequently to eliminate extra time spent on creating each task for every project.”

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Johanna Rothman

Johanna Rothman, Founder at Rothman Consulting Group, Inc.

“Stop multitasking first, map the flow of work, and timebox everything to less than an hour in duration.”

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Reward & incentivize your teams

Samuel Pavin

Samuel Pavin, Consultant at SamuelPavin.com

“Depending on the amount of time or resources available (and other constraints) turn the project into an internal hackathon; x hours, a result to deliver every hour and a fully functioning product at the end of the day.”

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Sourav Ghosh

Sourav Ghosh, eEntrepreneur at SouravGhosh.com

“Encourage teammates to live a good life outside of work. Those who have a good personal life are more likely to get things done quickly. Those who live to work only, unconsciously delay tasks to have an excuse to not face life outside of work.”

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Joey Tawadrous

Joey Tawadrous, Software Developer at JoeyT.net

“It’s important here to realize that you can’t please everyone, but you can do your best to do right by the greatest amount of people.”

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