Marketing Agility Canvas 2021

Are you a marketing leader, marketer or transformation lead looking to develop business agility within your organization or team?

This Interactive Canvas gives a brief overview of the Marketing Agility Training topics. The left side describes the Critical Drivers, Frameworks to manage Complexity and Lean Change Methods to help developing an Agile Organization. The right side describes practices to discover, validate and deliver Customer Value guided by Agile Leadership.

CLICK on a topic for more details

Marketing Agility Canvas 2021
Critical Drivers How to deal with Complexity? Lean Change Agility in Marketing Agile Marketing Manifesto Motivation 3.0 Value Discovery Customer Lean Startup Value Delivery Modern Organization Agile Leadership Managing Bias

Critical Drivers

Modern marketers are confronted with volatile and highly uncertain markets. The customers are more empowered and sophisticated than ever and difficult to reach due to fragmented channels. Marketing Technology can help to better understand and serve the customer, but adds even more complexity.

In this demanding and uncertain new world traditional work management tends to break down. In response, Agile Marketing provides a framework for delivering high quality, audience-focused results at a faster pace and with less waste.

How to deal with Complexity?

Cynefin Framework (David J. Snowden) can help to categorize the problem you are facing and respond accordingly. In this way you avoid using the same problem solving approaches in all situations.

The Cynefin framework recognizes 5 context domains: Obvious, Complicated, Complex, Chaotic and Disorder.

Lean Change

The Lean Change Method is a method to initiate a Managed Change with co-creation and collaboration. It integrates the Kotter 8-step process with Lean Startup Thinking and Kanban. The concept of Minimum Viable Changes and use of transparent practices help to deal with the uncertainty around major changes.

Key concepts are: Negotiated Change, Validated Learning, and the Lean Change Canvas.

Agility in Marketing

This training helps leaders, managers and marketing professionals understand Marketing Agility and Agile ways of working. You will learn more about true Customer-centricity and how it can provide a foundation for improving operations and performance.

You will also gain insight in how Agile practices support the innovation process from exploration and effectiveness to exploitation and efficiency.

Finally, you will explore Agile Leadership and Lean Change Methods to help you developing an Agile organization.

Agile Marketing Manifesto

In June of 2012, a group of marketers came together to codify agile marketing. Through their efforts, the first iteration of the agile marketing manifesto was born.

Agile Marketing Manifesto

Motivation 3.0

Human motivation is largely intrinsic, and can be divided into three categories;

  1. Autonomy – the desire to be self-directed
  2. Purpose – the desire to do something that has meaning
  3. Mastery – the urge to get better skills

Old motivation models were driven by extrinsic factors like rewards and fear of punishment.

Source: Daniel Pink - Drive

Value Discovery

Design Council’s Double Diamond represents a process of exploring an issue (divergent thinking) and then taking focused action (convergent thinking). The first diamond aims to explore and understand the problem, wwhile the second diamond explores the solution.

Design Thinking is a non-linear, iterative process to solve complex problems. It involves five stages to understand the human needs, reframe problems and discover solutions with a hands-on approach. It’s most useful in tackling complex problems that are ill-defined or unknown.


The heart of Marketing Agility is the very reason we exist: our Customer.

Your customer could be a paying client (of a private organization), a citizen (for a public sector organization), or an abstraction like ‘climate’ (for a Non-Profit Organization). In case of ‘internal’ customers like another division, you must keep the end customer in mind.

Lean Startup

The Lean Startup Method provides an approach to learn how to build a sustainable business. This approach is based on validated learning:

  • Build - Turn ideas into valuable products or services
  • Measure -  Measure the customer response
  • Learn - Pivot or Persevere

Value Delivery

Various Agile Practices support the Value Delivery. Scrum focuses on picking up work in a cadence, while Kanban focuses on a continuous flow of work based on available capacity.

User Story Mapping is a technique for creating a shared understanding amongst the team of who your users are.  It gives an overview of the user’s journey through your product/ service, including the activities and tasks they would typically complete.

Modern Organization

  • The purpose of an organization is the fundamental reason why the organization exists.
  • In a Teal Organization the world is seen as neither fixed nor machine-like. Instead, it’s viewed as a place where everyone is called by an inner voice to contribute based on their unique potential.
  • Customer Centricity is putting your customer first and at the core of your business.
  • Cross-functional and Self Organizing Teams are two characteristics of an Agile Team

Agile Leadership

  • Building Trust
  • Encouraging, Empowering, Developing and Protecting People
  • Developing and communicating a compelling vision
  • Developing a learning organization with a growth mindset and open mind
  • Nurturing intrinsic motivation

Managing Bias

The Ladder of Inference (Peter Senge - The Fifth Discipline) helps you draw better conclusions, or challenge other people's conclusions based on true facts and reality.

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