Responding to Change While Following a Plan: How Agile Helps Marketers Balance Urgent and Important Work

In a world of constant fluctuation, all marketers want to know how to respond to change without losing sight of our long-term marketing objectives (or totally losing it). While there are barriers to that goal we all know exist (looking at you, stakeholders), the real problem is putting out fires without neglecting strategic goals.

Marketers need a system that helps us strike a balance between urgency and importance. Emergencies and fire drills are never going away. Which means, to achieve our goal, we have to create a system that allows urgent work and important work to coexist. How? By creating Agile marketing plans designed to provide clear strategic directions AND respond to important changes.

Join Agile marketing pioneer and 18-year digital marketer Andrea Fryrear as she reveals the Agile tools that allow marketers to balance the urgent with the important.

In this session, you’ll learn how to:

• Visualize your existing marketing goals, projects, and tasks to establish focus without sacrificing flexibility
• Move beyond traditional project briefs to more effectively negotiate incoming requests so they don’t overwhelm you and your teams
• Work in shorter iterations that focus on finishing valuable work every few weeks, while leaving space for incoming ad hoc requests