Greg Kihlstrom – författare

We live in an agile world. Incremental growth and continuous improvement have brought about change in just about every field imaginable. The workforce and work as we know it has been changing for a while, and it's about to undergo a major shift. With continued globalization, an increase in the use of artificial intelligence to perform both routine and complex tasks, and the rise of outsourcing and contracting in new industries, the Agile Workforce is here. The book discusses the future of work, and how humans and AI-driven machines will work together to create our future. It also describes the rise of the freelance economy, and how remote work, gig workers, and a global mindset will transform the traditional workplace into a hybrid model where the best of all worlds can be combined for the benefit of individuals and companies alike. The Agile Workforce is the fourth book in Kihlstrm's Agile series, which started with 2016's The Agile Web, exploring how the agile methodology applied properly website design, can create dramatic improvements in their efforts. 2018's The Agile Brand explored how brands that embrace consumer feedback and create a "e;living"e; brand that evolves over time while staying true to its values. In 2019, Kihlstrm released The Agile Consumer, which gives practical examples of how agile thinking and approaches, as well as a shift in consumer behavior are changing the brand-consumer relationship with the opportunity for better outcomes for both.

Agile Marketing is a highly relevant and timely topic for the fast-moving world that today’s marketers work within, characterized by constant technological advancements and shifting consumer behaviors. Adopting Agile principles empowers marketing teams to be more adaptable, responsive, and effective in their strategies and campaigns. This approach enables teams to iterate faster, test more efficiently, and optimize continuously, which is crucial in a digital environment where consumer preferences and market dynamics can change overnight. Additionally, Agile Marketing promotes cross-functional collaboration and transparency, allowing for a more cohesive understanding of marketing objectives and customer insights. By breaking down silos and encouraging flexibility, Agile Marketing equips organizations to better meet customer needs, leverage emerging trends, and drive meaningful innovation, thus enhancing competitiveness and achieving sustainable growth.　Agile Marketing: Implementing Scrum in a Marketing Environment　is intended to provide marketing leaders and other marketing professionals with the best practices for adopting Agile principles and approaches in their marketing organizations. This book gives marketers of all skill levels the knowledge and understanding to begin implementing Agile Marketing in their organization, or improve the current implementation of Agile Marketing using Scrum.

FEATURES• An overview of Agile Principles and how they apply to marketing• An in-depth review of Scrum: its elements, roles, and practices• How to effectively move from a traditional waterfall approach to an Agile, Scrum-based approach• How to work with other Agile and non-Agile teams in an enterprise environment• The importance of continuous improvement in Agile Marketing• How to focus on business value when implementing Agile Marketing

In today's dynamic marketing landscape, artificial intelligence (AI) stands at the forefront of innovation, offering unprecedented opportunities for marketers. This book enables marketing professionals to harness the power of AI, featuring in-depth discussions on key topics such as generative AI, personalized customer experiences, team and workflow augmentation, and data analysis optimization. It is divided into four parts, each addressing a different aspect of AI and marketing. Part I covers the fundamentals of AI in marketing, including machine learning and generative AI. Part II explores growth areas for marketing and AI, using generative AI and customer journey personalization. Part III goes into detail about how to use AI, particularly generative AI tools, to enhance the marketing function. Part IV is about integration and optimization, providing insights on when and where to invest in AI and how to prepare your team for an AI-driven marketing future.

This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You’ll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization. FEATURES• Integrates cutting-edge AI technologies into your measurement processes• Uses a recurring case study to demonstrate real-world applications of measurement concepts• Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization

Agile Marketing is a highly relevant and timely topic for the fast-moving world that today’s marketers work within, characterized by constant technological advancements and shifting consumer behaviors. Adopting Agile principles empowers marketing teams to be more adaptable, responsive, and effective in their strategies and campaigns. This approach enables teams to iterate faster, test more efficiently, and optimize continuously, which is crucial in a digital environment where consumer preferences and market dynamics can change overnight. Additionally, Agile Marketing promotes cross-functional collaboration and transparency, allowing for a more cohesive understanding of marketing objectives and customer insights. By breaking down silos and encouraging flexibility, Agile Marketing equips organizations to better meet customer needs, leverage emerging trends, and drive meaningful innovation, thus enhancing competitiveness and achieving sustainable growth.　Agile Marketing: Implementing Scrum in a Marketing Environment　is intended to provide marketing leaders and other marketing professionals with the best practices for adopting Agile principles and approaches in their marketing organizations. This book gives marketers of all skill levels the knowledge and understanding to begin implementing Agile Marketing in their organization, or improve the current implementation of Agile Marketing using Scrum. FEATURES• An overview of Agile Principles and how they apply to marketing• An in-depth review of Scrum: its elements, roles, and practices• How to effectively move from a traditional waterfall approach to an Agile, Scrum-based approach• How to work with other Agile and non-Agile teams in an enterprise environment• The importance of continuous improvement in Agile Marketing• How to focus on business value when implementing Agile Marketing

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We are living in an agile world. What started with technologists and marketers has spread across entire organizations, and didn't stop there. Consumers are thinking agile as well. They are more willing to be part of product development and the process of building brands than ever before, due to a number of social, technological, and economic factors. Also, as employees, they are also more interested in sharing values with the companies they work for, and are looking for new types of management and work environments. All of this adds up to the makings of an Agile World led by newly-empowered consumers in an evolving economy. The book gives practical examples of how agile thinking and approaches, as well as a shift in consumer behavior, are changing the brand-consumer relationship with the opportunity for better outcomes for both. As brands become more sophisticated and consumers have an increasing amount of choices, the power dynamic in the brand-consumer relationship has shifted to giving consumers more control than ever before. While this is a shift from the early days of branding and marketing, it is one that provides new opportunities for consumers and positions brands as facilitators of an evolving creative economy. It provides examples of how companies like Procter & Gamble, ING, Google, Betabrand, LEGO, and others are shaping this new dynamic while achieving innovative and profitable outcomes. The book features a foreword from Lisa Nirell, Chief Energy Officer of EnergizeGrowth and author of EnergizeGrowth NOW: The Marketing Guide to a Wealthy Company and The Mindful Marketer: How to Stay Present and Profitable in a Data-Driven World. The Agile Consumer is the third book in Kihlstrm's Agile series, which started with 2016's The Agile Web, exploring how the agile methodology applied properly website design, can create dramatic improvements in their efforts. 2018's The Agile Brand explored how brands that embrace consumer feedback and create a "e;living"e; brand that evolves over time while staying true to their values.

We find ourselves at an inflection point in the relationship between brands and their audiences, where customers and employees are demanding better and more valuable experiences. Companies must keep up with this demand in order to remain competitive. This includes competition for both customers as well as employees. More importantly, while many organizations have traditionally focused on external-facing initiatives first, it is the ones which start internally that have the greatest potential to provide long-term positive benefits. "e;With honest expression and stimulating, provocative thinking, Greg comes from a place of passion and understanding of what it takes to achieve value. You'll be reading words from someone who has been there and done that. Who has a vision and a plan for the "e;how to"e; rather than just theory,"e; says Diane Magers, CEO of Experience Catalysts. The book provides a blueprint for organizations to implement a center of excellence incorporating brand experience, or the combination of customer and employee experience. Each property of experience is articulated and explained in detail, including brand, governance, culture, platform, measurement, and environment. The book also provides recommendations on how an organization can begin to implement a Center of Experience of their own, and how success is measured. The Center of Experience features a foreword from Diane Magers, Former Interim CEO for the Customer Experience Professionals Association (CXPA) and Founder and CEO of Experience Catalysts, and pioneer in the discipline of experience. The Center of Experience is Kihlstrm's sixth book, following his Agile series, which started with 2016's The Agile Web, followed by The Agile Brand (2018) and The Agile Consumer (2019). It is his second book on customer and employee experience, following Digital Delight, which was compiled from a series of his articles and released in 2019.

Customer experience has become the primary method of competitive differentiation between most brands today. While most companies claim that customers and their needs drive decisions and priority within their organizations, when it comes time to prioritize customer needs, it can often be more difficult and less clear exactly how and what to do. There are several reasons for this, and these reasons form the foundation of Meaningful Measurement of the Customer Experience. The book provides guidance on how to create a customer-centric culture that prioritizes customer needs while aligning internal teams around a common goal. It also provides a framework to create a system of meaningful measurement that can not only improve the customer experience by holistically looking at the customer journey, but provide a sustainable method for analysis and optimization with a more agile approach to continuous improvement. This provides internal teams with the metrics and justification they need to continue improving the customer experience, creates a collaborative, customer-centric culture aligned around common goals, and ultimately benefits the customers, who buy, buy more, buy more often, and tell others about their experiences. Drawing on Kihlstrm's experience working with top organizations, as well as dozens of interviews with Fortune 1000 customer experience leaders for this book and his podcast, The Agile Brand with Greg Kihlstrm, the secrets of planning, implementing, analyzing, and improving great customer experience in a sustainable way are demystified and made practical. Meaningful Measurement of the Customer Experience is Kihlstrm's eighth book, following The Center of Experience (2020), and his Agile series, which started with 2016's The Agile Web, followed by The Agile Brand (2018), The Agile Consumer (2019), and The Agile Workforce (2021). It is his third book on customer and employee experience, following Digital Delight, which was compiled from a series of his articles and released in 2019.

As organizations grapple with fractured processes, siloed data sources, and shifting consumer demands, a marketing operations function that can more effectively bridge strategic goals with measurable outcomes is essential for businesses and marketing teams of all sizes. This book delves into what constitutes marketing operations, the business case for high functioning marketing operations roles and then provides a framework and plan to measure success. It looks at the roles and technologies needed to scale a marketing operations (MO) function and the best practices that can help organizations grow and scale the function of marketing operations over time to help marketers achieve operational excellence in support of business goals, from foundational strategies to advanced implementation of artificial intelligence. The book introduces the "e;maturity model"e; created by the author as a framework to guide readers. It also explores alternative and additional methods that can be used to assess the current state of marketing operations and work towards building greater maturity. Marketing leadership and MO professionals focused on driving lasting value from a strategic investment in improved ways of working will find this framework and the book's discussion invaluable.