Executing On the Agile Product Development and Agile Marketing Imperative

At the top of the agenda for CEOs of publishing and information companies is how to use the economic downturn to innovate, gain market share, and prepare their organizations to seize growth when the market revives. In this CEO Topics report we propose an agile information product development model (IPDL 2.0) and examine why its components, agile publishing and agile marketing, are critical now. We present specific agile marketing models and how-to’s for creating success in our dynamic information industry, and we lay out benchmarks and challenges based on our study of 60 CEOs, COOs and Managing Directors and their product development and innovation activity. This report is a must-read for publishers and commercial information providers who want to compete successfully and innovate for the future. It contains:

- Key findings from Outsell’s study of 60 CEOs, COOs, and Managing Directors from segments including B2B, news, STM, market research, and search and aggregation;
- Details of Information Product Development Life Cycle (IPDL) 2.0, a second-generation framework created by Outsell to describe the way that we believe digital products should be conceived, developed, and maintained;
- Analysis of IPDL 2.0 in terms of agile development, agile marketing, and agile publishing;
- Essential actions that will enable any information company to build product development and marketing muscle and success.