When product goes agile, marketers must realize and prepare for what stays the same and what planning processes will change.

Advanced/ Digest...

Realize that your planning horizons will change, requiring some details and decisions to be deferred until later on in your process. Here are a few tips:

  -- >  Start your overall marketing planning by focusing on audiences and benefits. You should be doing this anyway. Fill in the details on features and functionality later. Product management and product marketing should still agree on what customer needs will be addressed in the upcoming release and what benefits it will be provide to different audiences. Marketers should focus planning on those elements until more details emerge.

  -- >  Ensure close interlock with product management. At a minimum, product marketers need to be in close communication with product management through activities such as release planning and showcases.

  -- >  Focus on marketing activities that allow for details to be confirmed closer to execution. Since release dates can shift and functionality and designs may change or remain unknown far in advance, build flexibility into your tactics and content to allow minor details — like a final, accurate screenshot – to be amended as close to execution as possible.

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