How To Implement a Crawl/Walk/Run Approach to Agile Marketing

Last time, we discussed the core components of agile marketing. But how does a company actually put these principles into practice? We developed a three-step "crawl, walk, run" framework to help organizations gradually build their agile marketing capabilities.

In the crawl phase, start simple by testing finished ads. This low-risk first step allows you to dip your toes into agile waters and identify areas for improvement.

In the walk phase, progress to testing ideas, assumptions, and prototypes before production. This enables you to validate concepts early, saving time and resources.

Finally, in the run phase, integrate systematic testing into your day-to-day marketing operations. Conduct rapid testing cycles, from weekly to bi-monthly, to maintain agility.

By following this step-by-step process, you can gradually build your agile capabilities, reducing resistance to change and increasing the chances of successful implementation. With the right approach, your marketing can become truly dynamic and responsive.

What's holding you back from taking the first step towards an agile marketing transformation?