The 12-month marketing plan should be dead and buried. The last time we did a plan like this was in 2015. Planning for more than two or three months out is a waste of time. Instead, consider learning how to run your revenue generation efforts with the Agile Methodology. This requires a very specific set of rituals and practices but takes its cue from the software development space where client feedback and data dictate future versions. In this case, data would dictate short and mid-term planning so that you’re always responding and taking action based on actual performance and not opinions. This is going to produce a significant lift in terms of results, but it takes a lot of practice and discipline.

What we’ll cover in the show –

• Being agile does not mean being flexible, using Agile is a very specific set of processes and we’ll go into them during the show


• We’ll cover the rhythms associated with running an Agile revenue generation effort


• We’ll cover the rituals that make Agile work for marketing and sales


• We’ll talk about the roles you need and the timing around moving to an Agile approach


• We’ll cover the improvement in results you should expect from using this methodology