Agile marketing is a proactive marketing strategy in which teams define and concentrate their mutual attention on high-value projects, collaboratively execute those projects, evaluate their effectiveness, and then develop the results over time consistently and incrementally. Agile marketing starts from its roots, which are based on the basic principles of continuous improvement, continuous learning, and continuous delivery.
It can be applied to any marketing function, from product to public relations, because reacting to changes and seizing opportunities is a challenge that covers entire marketing departments.
Simply put, the agile approach helps your marketing team work smarter and more effectively to produce a better product, better customer experience, and better business results. Agile marketing teams can achieve 30-40% more than a traditional marketing team in just a few months, but the whole thing can fall apart. The marketing framework of Agiles requires that all members of the marketing team are aligned.
The best results are achieved when the marketing team decides to adopt the agile mindset as part of the new way of working. If the team forgets the right mentality, it can cause a lot of problems, especially in the early stages. To get around this, you can bring everyone together to help plan and implement the right processes for the transition to an agile framework. This is a great way to start the kind of open communication that is so critical to the success of Agile implementation.
Agile technology is not a fad, the basic principles of agile remain, and development methods continue to evolve around it. Today, it is difficult to find large companies that are not agile in software development.
You can use a framework like Scrum to help you think in that direction, and practice incorporating agile principles into your daily communication and work. Agile goes beyond that because it requires the commitment of the entire team to change the way they think about adding value to their customers. It is designed so that teams of three to nine people divide their work into actions that can be completed in time – so-called sprints that can last between two and six weeks.
When practicing agile marketing, each participant has its obligations related to the overall intent of the company. For example, you could have a single scrum team running all the upcoming events and the surrounding services. This system promotes the agile marketing strategy by allowing the continuous updating, optimization, and refinement of a small, predefined team.
The Scrum Master has the greatest authority, can set priorities, delegate tasks are known in the marketing world as “stories” (tasks such as managing arrears, which means setting priorities – do-lists), and identify the necessary resources. Being agile is self-organized and focuses on incremental achievements that consistently drive the project forward. The agile methodology includes flexibility by understanding the need to change in response to customer needs and differentiate from real-time data.
To successfully follow an agile marketing approach, focus less on rigid procedures and more on the implementation of agile concepts of a higher order. The implementation of one or more of these main agile practices will begin:
Create Sprints
These discrete work cycles break work to be done into a series of smaller, yet connected, chunks of work with a specific duration.
Clearly Define Deliverables
Ensure each sprint and the collection of sprints are designed to produce clearly defined deliverables.
Institute Daily Stand-up Meetings
Agile methodologies are well-known for these short status updates and planning sessions. They are effective in getting everyone on the same page for the work that needs to happen that day.
Build a Diverse and Agile Team
Agile teams are composed of individuals from across an organization with a variety of skills and experience levels. Base team assignments on the alignment of capabilities with the work to be done, not on seniority or organizational placement.
QuickScrum is one of the best marketing project management software available in the market and offers tools to help the teams streamline the process, enforce best practices, and enhance communication between teams.
ManagementGuide 