Panel Discussion:  Agile Marketing: How To Really Make It Thrive

At MarTech USA 2016, March 21, 2016 at 4:30 in Continental Ballroom 

The phrase "agile marketing" is heard almost everywhere today. We know that in order to harness the real potential of marketing technology, we need to develop the organizational flexibility and fluidity to act and react at the speed of digital. But how do you actually do this?

Inspired by agile software development and lean management methodologies, agile marketing has evolved in its own unique direction, with many creative variants of agile marketing practices being pioneered. In this lively roundtable chat, Scott Brinker will lead a "graduate level" discussion with several of the industry's leading practitioners, focusing on the most effective and innovative agile techniques they've seen succeed — and how to overcome the myriad of challenges that teams face when adopting an agile cadence.

Topics to be discussed will include:

• how to balance agile responsiveness with strategic planning and thinking;

• how to scale agile marketing beyond a single a team;

• how to blend more "lean" principles into your agile practices;

• how to interface with other departments and agencies while running agile sprints;

• how to develop an agile culture in a variety of different organizational environemnts;

• and tools for managing agile marketing — and interfacing to the rest of your marketing tech stack.