“Agile Marketing” offers Accardi-Petersen’s theories and practical ideas for building a better marketing process using agile project management skills. Utilizing methods that may be familiar to those with a software background, but without the need for technical expertise, the author presents techniques that marketers can adopt to help drive product visibility and ultimately beat the competition.
“Over the years, I observed marketing organizations in their struggle to bridge the gap between their own internal teams, their sales units and customers, and I knew there was a way to more effectively reduce this void,” said Accardi-Petersen. “Agile marketing brings people together cross functionally and as I began to adopt these methodologies in my own marketing programs, I achieved greater success. This book takes an in-depth look at many of these techniques.”
“Having adopted the agile development methodology for my organization as a technique to deliver continual advancements and value to our global customers, I applaud Michelle’s ideas and execution as it applies to marketing in the technology industry and marketing as a whole,” said Sharat Sharan, chief executive officer, ON24. “This book is on my must-read list and I would highly recommend it to other marketers and business leaders looking to increase efficiencies within their companies.”
“As a leader in data management and an expert on methodology, I am pleased to endorse this marketing discipline in the technology industry,” said Craig S. Mullins, president and principal consultant, CEO Mullins Consulting, Inc. “And, as an author, I am delighted to recommend Agile Marketing.”
Accardi-Petersen has more than 15 years of experience in management, product marketing, field marketing and support. In her current role as vice president, ePlatform marketing at CA Technologies, she works closely with customers as she develops and executes worldwide sales and marketing tactics.
“Agile Marketing” is available from Amazon.com and other booksellers worldwide and a summary is available here.