I’m Jascha Kaykas-Wolff, currently live in San Francisco, and have been a marketer for much of my professional career. I have an amazing family with three beautiful children and my spouse Rebecca is the owner and founder of Petit Couture.
During my career i’ve spent a tremendous amount of time working with developers whom have taught me the ins and outs of the Agile Development process. Over the past few years i’ve worked to develop a methodology for marketing that borrows heavily from that process. It’s called agile Marketing. This blog captures some of the key points of that methodology, my observations about the marketing profession at large, my industry and, of course, some random musings.
Who needs to think about marketing differently? If you are a marketer, the answer is YOU. Marketing is fundamentally changed. I’m not talking about today compared to 10 years ago; everybody can see that. Rather, marketing is in a constant state of flux these days. It’s different today than it was 12 months ago. What works today might not work tomorrow. And it’s likely to keep changing at a rapid pace to keep up with the similarly frenetic pace of change in communications, business and technology.
But most organizations haven’t adapted to these new realities. Marketing teams get one shot at ‘getting it right.’ Most times, they fail. This produces organizational and business frustration, and the casualties marginalize good marketers. What’s striking is that failure is often the result of the rigid business processes embedded in the organization, the lack of accountability to business drivers, the lack of good data and sometimes even the one-shot budgeting approach. Often, there’s nothing wrong with the underlying marketing idea.
Today, successful marketing is about iteration. Experimentation. As marketers, it’s our responsibility to build a process-driven foundation for constantly adapting and improving our ideas in order for them to consistently produce the results our organizations require. The results our organizations should demand. But an out-of-the-box infrastructure for agile marketing doesn’t exist. The component pieces – analytics, campaign management, multivariate testing and experimentation, and social media — each require too much specialized expertise and attention for any one vendor to effectively deliver them all. You could say, it takes a village to run a successful marketing campaign these days. But that would be trite.
My goal is to help marketing teams turn the corner, and make agile marketing a core part of their operations to take the trite and make it a reality.
Never be afraid to fail
Just don’t fail the same way twice
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