Chapter 3 The agile marketing starter’s roadmap We should be very clear about one thing here. We KNOW how difficult it is to transform. The with the agile marketing concepts. It thrives in a trusting truth? Our own agile marketing team is not exactly made up of a group of ‘change-y’ type of and sharing environment. It prospers in a flat management people. Just ask our colleagues. So we wanted to impart some lessons learned and some key structure that fosters collaboration, and where employees basics before we send you on off into the wilds of Agile Marketing. are empowered to do what they are best at without having to go through all the layers of the organization to receive approval. It is absolutely crucial that you have executive support for your Ensure agile marketing project. Your executives will be impacted by If your Management is intolerant of failure and demands the agile approach in more ways than one so it’s necessary to executive that everything is 100% perfect before it is released, have them on board. Moreover, their management style will be agile marketing might not be the way for you. You cannot 41 support an essential enabler (or definite roadblock, depending on the possible expect employees to experiment at will and then situation) of the agile methodology. be severely reprimanded each time they get something wrong. We cannot repeat it enough (and yes, we did already, many times…): autocratic managers operating in a unilateral, slow and competitive hierarchical environment will not match up