After 5 years of practicing Agile Marketing and its principles, myself and the marketing team decided to write a book that describes the way we created our own agile framework that called Nero.
This handbook is not about teaching you Agile or Lean methodologies. You can find coaches and Agile professionals with plenty of experience and in-depth knowledge to help you understand and implement the core concepts.
These methodologies are easily learned and understood, but they are still difficult to implement and master. Agile methods haven’t been designed with the Marketing industry in mind; we learned that the hard way.
Hence, a modern Marketing team that wants to adopt the approach presented in this book should first consider its use seriously and then try to use it with its (many) pros and cons since this specific method was born and implemented by a Marketing team.
It is a mix of principles that can be found in Scrum, Scrum Nexus, Kanban and even Waterfall methodology.
The whole concept was written with two different marketing personas in mind.
The first group consists of marketing professionals that work in “traditional” marketing teams or big corporations with a strict marketing structure. In this book, a different and more efficient way to work and collaborate will be introduced. By being more flexible with the processes you have established, you can efficiently cope with changes in your environment and the industry you work with, without compromising the desired brand safety and performance.
The second group is the group of modern marketers that are not aware of traditional bureaucratic processes, something that can be considered as an advantage. While working at full speed, most of the time, you tend to create anarchy and work until you burn out (we experienced burnout syndromes before Nero as well). For you, this book can be your guide for setting lightweight but mandatory processes and maintaining your fast pace without producing projects and campaigns in a random way.
Nero has two pillars:
- The first one is about the way we collaborate and work. How we plan our work using OKRs, how we collaborate between our sub-teams and other departments and how we managed to scale from a 6-people team to a multidisciplinary department of 25 people (and counting).
- The second one is about the way we handle and optimize our performance marketing campaigns. We developed this approach using agile, performance & analytics principles that allow us to iterate faster and deliver better outcomes with the same budget.
Currently the book is available on in kindle and paperback. You can buy it from the link below: