#SprintTwo brought together the community in the effort to update the agile marketing manifesto values and principles. The one sub-committee that probably met the most during 2021 was the global translation committee. An effort to translate the progress and manifesto. Initially making sure we had versions of the blog posts in French, Spanish, and English, but eventually, we want to expand the translations into ten languages. 

We’ve already updated the translations for:

• Spanish
• French
• Japanese
• Portuguese – BR
• Portuguese – PT
• Italian

To that purpose we’ve designed guidelines for finding translators of the agile marketing manifesto, which we publish below for your review and feedback: 

Agile Marketing Manifesto Leadership welcomes individual translation contributions to ensure the Manifesto Values and Principles are accessible to as many marketers as possible around the world. The translation and localization work is done in teams of 2-3 marketers.

• Should you want to contribute please contact the Global Agile & Translation.
• The minimum criteria to be selected as a contributor is as follows:
• 5 Years Marketing Experience
• and/or
• 2 Years Active in an Agile Marketing Capacity as a professional or coach in Home Country
• Demonstrated Participation & Access to Agile Marketing Communities in Home Country
• Track record of Posting & Article Publishing about Agile Marketing on Social Platforms
• Attention to Detail and thoughtful application of Fair Balance in Text (eg. focus on informing & educating, avoid self-serving, adopt a non-commercial tone based on facts)
• Commitment to Promote & Share the Translated Work once Completed and Approved, ideally reaching a minimum of X Individuals in your Agile Marketing Community

We created a form for people to sign up to translate, however, be aware that we might already have a person translating a language in the works, we will let you know. 

https://forms.gle/zi79mYmEWa8gtGvm9 

The principles of the Agile Marketing Manifesto have been updated!

You can see and share the newly updated ten principles on the Agile Marketing Manifesto website at https://agilemarketingmanifesto.org/principles/

In 2012 a group of 35 marketers came together at #SprintZero to write the first version of the Agile Marketing Manifesto. The team created an Agile Marketing Manifesto of 7 values and 10 principles.

In early September at a virtual conference called #SprintTwo 80 marketers came together to review the values and principles and update the final version for 2021.

Starting in June the survey and data team (Andrea Fryrear, Rachel Chapman, and Jayson Gehri) produced a survey and sent it out via social media and various email lists. The responses from approximately 150 marketers guided the core team to propose a new set of five values and 11 principles. Then at the #SprintTwo conference, we finalized the five values. Attendees voted on the values and debated the final version before coming to an agreement.

During #SprintTwo we did not finalize the principles but agreed to meet at a later date. In October many of the attendees from #SprintTwo met to finalize the new set of principles to further clarify and elaborate on the values.

We are happy to announce the update to the Agile Marketing Manifesto principles.

Thanks to all the great volunteers involved in the project:

• Stacey Ackerman
• Travis Arnold
• Pam Ashby
• Scott Brinker
• Andrew Burrows
• John Cass
• Rachel Chapman
• Frank Days
• Jim Ewel
• Andrea Fryrear
• Jayson Gehri
• Cathy Grimes
• Thomas Hormaza
• Lydia Kirby
• Amy Luethmers
• Christophe Martinot
• Femi Olajiga
• Micheleigh Perez
• Giannina Rachetta
• Melissa Reeve
• Nadine Rochester
• Marielle Roozemond
• Michael Seaton
• Melissa Pickering
• Roland Smart
• Elizabeth Stepp
• Elizabeth Venter 

Please share with your community, and see what they think, and start using them in your marketing day-to-day practices.

Lastly, we need to go through the process of translating the principles and the values. If you are interested in attempting a translation of the values, please let us know by filling out the following form. We have established some criteria to guarantee the Marketing and Agile knowledge of the Agile Marketing manifesto’s translators. Please fill out the survey:

#SprintTwo had two purposes, one to update the agile marketing manifesto, and two, to discuss how we in the agile marketing community can grow the ecosystem for agile marketing. On the second day of the #SprintTwo event in September, we held twelve affinity group ecosystem sessions. However, because we had breakout sessions, the individual sessions were not recorded. This post is an effort to report on what happened at each of the sessions that did take place.

We reached out to the group leaders and asked them to post write-ups on what happened during their session on their own websites or social media channels. Three of the leaders sent us write-ups which we are sharing below. We are working to encourage the other leaders to give a helpful write-up on their own channels so we can link back to their post here. 

Consultancies Group – The group leader was Andrea Fryrear

The main needs identified were to improve the buyer/client experience by establishing credibility, credentials, or similar for Agile marketing trainers/coaches/organizations; to improve connections among trainers so they can help each other, and increase collaboration between trainers and tool vendors.

• Initially, we talked about partnering with the foundation to establish criteria for being an approved individual or organization, seeing the foundation as a neutral group that would vet applying people/orgs. Today we agreed on taking an MVP approach to this by starting to document what we believe the necessary qualifications are for a successful training/coaching/transformation partner, with the goal of having many groups sign off on it and distributing it to potential buyers. 
• We met for the first time today and agreed on the doc I mentioned above as well as looking into the creation of a private Slack group (or similar) to bring together trainers/organizations to support one another. The outstanding question remains about whether there will be any barrier to entry for this group. 
• We’ll be reconvening in 2 weeks to review the work on the qualifications doc and determine when/how to try setting up the private trainers group. 

Thought Leadership Group – The group leader was Giannina Rachetta

•     What solutions were considered?
• Channels of distribution for thought leadership content
  • Feedback loops for continuous learning and cross-pollination (local/int’l conferences)
  • Knowledge hub
  • Content publication cadence
• Different content topics and ideas were discussed as well
  • Step by step guides/book of knowledge/adoption toolkit
  • Cultural change required to adopt
  • Agile marketing metrics and assessment tools (how to use them, what works, what doesn’t)
  • Career path and competency journey
  • Agile marketing applied (from practitioners)

•     What were some of the pros and cons discussed?

There was some confusion as to what the thought leadership track (or guild) was about. Folks initially focused on the channels of distribution but after further discussion, the group agreed that this track is about content creation first.

•     What are the next steps?

• Agreed on a charter statement to define the Thought Leadership guild since some ideas were very close tied to the Higher Education/Training and Case Studies categories
• Meeting cadence and method of staying in touch (slack channel was suggested)
• Track/guild leads were established and they were going to follow up with the next steps above.

Foundation Group – The group leader was Jim Ewel

The Solutions Considered

1. Create a foundation/association chartered with expanding the reach of Agile Marketing. Organize future Sprints, create additional certifications, PR/AR work, etc
2. Do both our own organization and improve relationships with other Agile organizations
   1. Create – if there isn’t one yet – an agile marketing chapter within established industry associations (AMA, DMA, similar int/l organizations) as a first step
   2. Link in with Business Agility Institute
   3. Form alliances/ enroll the UX and CX communities

 Pros/Cons

We didn’t really discuss pros/cons; everyone felt that there needed to be some kind of organization. We discussed more things like:

1. What is the mission statement of this group?
2. What is the governance model?
3. We need some dedicated people, not just volunteers. 2-3 people, maybe part-time at first
4. How do we fund this operation?
5. Does it need a customer advisory board?

 Next Step

Meeting to kick-off scheduled for Nov 3rd

 Global Agile Marketing Committee 

The global agile marketing affinity group met, and held another meeting after #SprintTwo. The group is working on a list of projects and prioritizing them. Including translating the Agile Marketing Manifesto into the first three languages, French, Spanish, and English, and then ten languages. The committee will also work on projects to evangelize Agile Marketing globally.

We’ve been working on putting the update to the agile marketing manifesto, and over the summer we will finalize the updated manifesto. In September we will hold Sprint Two, an event to announce the updated manifesto. The Sprint Two event will be held September 8th and 9th, 2021

This two day virtual event will build on the work done in Sprint Zero and Sprint One, bringing the Agile Marketing community together with the goal of: 

– Finalizing the Agile Marketing Manifesto

– Building the Agile Marketing eco-system

– Connecting with other Agile Marketers

Day 1 Focuses on taking the inputs received from the Agile Marketing Manifesto Survey and proposed changes from the Sprint Two Leadership Group and validating them with the broader Agile Marketing Community.  These facilitated sessions are meant to drive the group toward consensus and finalization of the manifesto

Day 2 Pending successful finalization of the Manifesto, the second day, we will switch gears to focus on the Agile Marketing eco-system.  We will go through a design thinking exercise, where we will brainstorm ideas to advance the adoption of Agile Marketing, then scope, prioritize and narrow in on concrete actions to take.  

Who is this event for? 

This event is open to both experienced Agile marketing practitioners, as well as those who are looking to learn more about Agile marketing.  Come prepared to observe, listen, contribute and take action.

Register for the event: 

Como profesional del marketing, ¿alguna vez has sentido que te piden que juegues un juego en el que las reglas aún se están escribiendo y en un campo que cambia constantemente? Ah, ¿y también tienes los ojos vendados? Los clientes de ayer son los competidores de hoy. Las quimeras de hoy son los productos de mañana. El ritmo de cambio nunca ha sido tan rápido. Y, por lo tanto, la necesidad de los comerciantes ágiles nunca ha sido tan grande.

Pero, ¿qué es un marketero ágil? En 2012, un grupo de profesionales se reunió para averiguarlo, creando el primer Manifiesto de Marketing Ágil. El manifiesto define básicamente un conjunto de valores y principios que describen cómo piensan, se comunican y se comportan los profesionales del marketing ágil. En otras palabras, ¿qué significa SER un marketero ágil? Al mismo tiempo, este grupo fue lo suficientemente previsor como para reconocer que este documento inicial era un borrador. Como dice Jim Ewel, “literalmente acordamos que no habíamos creado un producto terminado con el que estuviéramos contentos”.

Ahora han pasado 9 años. Resulta casi ridículo decir que “han cambiado muchas cosas”, pero realmente es así. Los profesionales del marketing de todos los sectores y de todo el mundo han dado pasos increíbles en su arte. Es hora de mirar hacia adelante y prepararse para los próximos 9 años, y esto significa que es el momento adecuado para revisar el Manifiesto. Sabemos lo que dice actualmente, pero al considerar la realidad de hoy y reflejar todo lo que hemos aprendido y logrado como industria, ¿qué debería decir?

Participa para ayudarnos a dar forma al futuro del marketing ágil.

¡Aquí es donde entras tú!

¿Estás de acuerdo en que mejoramos más rápido cuando mejoramos juntos? Con esto en mente, el equipo de liderazgo y yo queremos invitarte a compartir tus opiniones, sobre el Manifiesto de Marketing Ágil del hoy, y los cambios que crees que hay que hacer. Puede hacerlo respondiendo a esta encuesta. La encuesta sólo le llevará 2 o 3 minutos y estará abierta hasta el 11 de junio de 2021.

La encuesta es sólo el primer paso de este proceso. Una vez cerrada, el equipo de liderazgo organizará un evento virtual en el que todos podremos iterar sobre una versión actualizada del Manifiesto de Marketing Ágil que refleje lo aprendido a través de la encuesta. Pronto se darán detalles sobre cómo participar en este evento.

Si quieres saber más sobre los motivos del equipo de liderazgo para ejecutar este trabajo, por favor averígualo en este blog.

Firmado,

Stacey Ackerman
Travis Arnold
Pam Ashby
Scott Brinker
Andrew Burrows
John Cass
Rachel Chapman
Frank Days
Jim Ewel
Andrea Fryrear
Jayson Gehri
Thomas Hormaza
Amy Luethmers
Femi Olajiga
Giannina Rachetta
Melissa Reeve
Nadine Rochester
Michael Seaton
Jen Singleton
Roland Smart
Christophe Martinot

En tant que spécialiste du marketing, avez-vous parfois l’impression que l’on vous demande de jouer à un jeu dont les règles sont encore en cours d’écriture et dont le terrain est en constante évolution ? Oh, et avez-vous aussi les yeux bandés ? Les clients d’hier sont les concurrents d’aujourd’hui. Les chimères d’aujourd’hui sont les produits de demain. Le rythme du changement n’a jamais été aussi rapide. Et, par conséquent, le besoin de spécialistes du marketing agiles n’a jamais été aussi grand.

Mais qu’est-ce qu’un spécialiste du marketing agile ? En 2012, un groupe de professionnels s’est réuni pour le savoir et a créé le premier manifeste du marketing agile. Le manifeste définit essentiellement un ensemble de valeurs et de principes qui décrivent comment les spécialistes du marketing agile pensent, communiquent et se comportent. En d’autres termes, qu’est-ce que cela signifie d’ÊTRE un spécialiste du marketing agile ? En même temps, ce groupe a été assez perspicace pour reconnaître que ce document initial était une ébauche. Comme le dit Jim Ewel, “nous avons littéralement convenu que nous n’avions pas créé un produit fini dont nous étions satisfaits”.

Maintenant, 9 ans ont passé. Il est presque ridicule de dire que “beaucoup de choses ont changé”, mais c’est vraiment le cas. Les spécialistes du marketing de tous les secteurs et du monde entier ont fait des progrès incroyables dans leur métier. Il est temps de regarder vers l’avenir et de se préparer pour les neuf prochaines années, ce qui signifie que le moment est venu de revoir le Manifeste. Nous savons ce qu’il dit aujourd’hui, mais si nous considérons la réalité d’aujourd’hui et si nous réfléchissons à tout ce que nous avons appris et réalisé en tant qu’industrie, que devrait-il dire ?

Impliquez-vous pour nous aider à façonner l’avenir du marketing agile.

C’est là que vous intervenez ! 

Êtes-vous d’accord pour dire que nous nous améliorons plus rapidement lorsque nous nous améliorons ensemble ? Dans cette optique, l’équipe de leaders et moi-même souhaitons vous inviter à partager vos réflexions sur le Manifeste de Marketing d’aujourd’hui et sur les changements qui, selon vous, doivent être apportés. Vous pouvez le faire en répondant à ce sondage. Le sondage ne vous prendra que 2 à 3 minutes et sera ouverte jusqu’au 2 juillet 2021.

Le sondage n’est que la première étape de ce processus. Une fois le sondage terminée, l’équipe de leaders organisera un événement virtuel au cours duquel nous pourrons tous itérer sur une version actualisée du manifeste du marketing agile qui reflète ce que nous avons appris au cours du sondage. Les détails sur la façon de participer à cet événement seront bientôt disponibles.

Si vous voulez savoir pourquoi le groupe de leaders estiment que ce travail est si important, rendez-vous sur ce blogue pour en savoir plus.

Signé,

Stacey Ackerman
Travis Arnold
Pam Ashby
Scott Brinker
Andrew Burrows
John Cass
Rachel Chapman
Frank Days
Jim Ewel
Andrea Fryrear
Jayson Gehri
Amy Luethmers
Femi Olajiga
Giannina Rachetta
Melissa Reeve
Nadine Rochester
Michael Seaton
Jen Singleton
Roland Smart
Thomas Hormaza
Christophe Martinot

In 2012, the agile marketing community gathered in San Francisco for Sprint Zero, an event where 35 marketers came together to discuss agile marketing. During the meeting we created a draft of the Agile Marketing Manifesto. The event was a tremendous success, the manifesto was published, we had several articles published, it was the largest meeting of agile marketers to that point in time, and we created a number of meetup and online groups as a result.

In 2017, we held another meeting in San Francisco, Sprint One, and at that meeting we identified some of the crucial issues to enable Agile Marketing to become a mainstream approach to marketing. And the meeting was the impetus for the creation of a certification program for agile marketers.

In 2020, after a discussion with colleagues about the state of the agile marketing community and the manifesto, we now think it is yet again time to think about updating the manifesto, and hold another meeting, Sprint Two.

For Sprint Two, we believe we need to finalize the Manifesto, which still feels like a draft. We need to discuss additional capabilities that would increase the adoption of Agile Marketing. And it would be fun to gather and share experiences, get to know each other better, and just generally have fun. We are thinking this would be a virtual event, sometime later this year, date to be determined.

To work towards Sprint Two, we put together a core team, and then reached out to marketers who have made contributions to the Agile marketing community. We formed the Sprint Two Leadership Group (STLG). And over April and May we have been working on putting a survey together to gather insights on the current manifesto, and where we should go with values and principles.

Here are the members of the STLG:

• Frank Days
• Roland Smart
• Andrea Fryrear
• Stacey Ackerman
• Melissa Reeve
• John Cass
• Travis Arnold
• Scott Brinker
• Jim Ewel
• Andrew Burrows
• Giannina Rachetta
• Nadine Rochester
• Rachel Chapman
• Jayson Gehri
• Amy Luethmers
• Femi Olajiga
• Jen Singleton
• Pam Ashby

The group has been working diligently and is putting together a survey. Once we’ve finished the survey, we will send out the survey, and get feedback from the community on the current manifesto. The leadership group will update the manifesto based on feedback from the community, and then we’ll host Sprint Two where we’ll present the updated manifesto to the community. And you the marketing community will then be able to give feedback on the update to the manifesto. The Leadership Group will then review any comments, and update if necessary. In addition, during the Sprint Two virtual event we will talk about the future of the agile marketing community and ask for your ideas and contributions.

Stay informed here as we roll out the survey and join together as a community to increase understanding of the use of agile for the marketing profession.