Mastering Marketing Agility

“This book provides a brilliant operational framework for marketing that goes far beyond the Agile frameworks that are available ‘off the shelf.’ Marketing organizations that successfully follow the recommendations to convert the people, processes, and technology needed for agility will prevail in the ups and downs of the market.”
—Ed Breault, Chief Marketing Officer, Aprimo

“Andrea Fryrear’s contribution to both the marketing agility and broader business communities cannot be overstated. She has materially changed the path of many organizations by improving what they sell and how they sell it. This book is a must read for any marketer setting out on an Agile marketing journey.”
—Evan Leybourn, founder of the Business Agility Institute

“Mastering Marketing Agility focuses primarily on the two mindset shifts I believe are most important for the Agile journey our industry is on. First, there isn’t a single right way to do things, and second, old habits die hard—among both marketers and the change agents driving agility. Andrea Fryrear offers not only a practical perspective on ways of improving but also an insightful point of view on the why behind the recommendations.”
—Andrew Burrows, Agile Marketing Lead, IBM

Andrea Fryrear is the world’s leading authority on agile marketing. She is the coauthor of the ICAgile Certified Professional in Agile Marketing curriculum, author of Death of a Marketer, and an internationally sought-after speaker and trainer. She holds numerous agile certifications, including Advanced Certified Scrum Product Owner, ICAgile Certified Instructor, Certified Professional in Agile Marketing, Certified ScrumMaster, Certified Agile Leader, Certified Scrum@Scale Practitioner, and Certified Professional in Agile Coaching. Prior to cofounding AgileSherpas, Fryrear worked as a content marketer and strategist, on both the brand and agency side.

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