Marketing 0

partnerships with innovators and patent holders.
The biggest challenge of using the open innovation model is aligning
the agile teams and the innovation partners. Agile teams are typically
co-located to ensure close collaboration in a limited time. The open
innovation requires agile teams to collaborate with external parties,
making it a distributed agile model.

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Agile Marketing Project Management
The application of agile principles in marketing project management
requires quick and concise documentation. A one-page worksheet
helps agile teams to wrap their minds around specific marketing
projects (see 
Figure 12.2
). Since coordination is critical in the agile
system, the document is also a communication tool to convey
incremental progress made in every cycle.
The worksheet must contain several essential elements. The first is
the market requirements section, which lays out the problems to
solve and the opportunities for improvement based on real-time
data. Proposed solutions and iterations must also be well
documented, especially the minimum viable product definition. The
worksheet should also contain essential tasks with the timeline and
person in charge. Finally, it must also document the market testing
results, which will be useful for the next iteration.

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FIGURE 12.2
Agile Marketing Worksheet Example
The worksheet must be written for every cycle or iteration and
distributed to all related parties. But the documentation process
never becomes a paperwork burden for the team. The purpose is to
align objectives with the actions and results in every marketing
project.