Agile Marketing: Is it Really That Different?


At a recent business agility event, a discussion broke out with other coaches about whether we needed expertise in the kind of work a team does in order to effectively coach them.

The accepted coaching wisdom is that you don’t necessarily need the skills to execute work from a team’s backlog to be their coach. In theory I agree, but I constantly hear the marketers I work with bemoan their difficulties in making the intellectual leap from “regular” agile training to their own day-to-day work.

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