Unfortunately, this type of setting is the rule rather than the exception, with 83% of employees saying they don’t feel heard fairly or equally. Adopting agile methodologies can help close this gap and improve the results you get from your team.
Agile Marketing in a Nutshell
Agile marketing is an approach based on the principles and practices already used in agile software development. It is different from traditional marketing in that it focuses on frequent releases (iterations), deliberate experimentation and a complete commitment to customer satisfaction.
Every successful agile marketing team has three key characteristics that tie to the broader, original agile approach.
1. Teamwork and Collaboration
Agile marketing replaces silos and hierarchies with cross-functional teams. Everyone assumes increased responsibility for both their own work and the work of the group. They use teamwide meetings and communication channels to collaborate.
2. Data-Driven Decision-Making
All modern marketers use data, but agile marketers are driven by it. They constantly experiment to find ways to boost the team’s performance, and they rely upon data to measure and adjust what they’re doing.
3. Rapid, Iterative Releases
A core tenet of the agile approach—or mindset—is that it’s necessary to look at what’s happening around you and adapt on the fly. Agile marketers use short sprints to complete a set amount of work. The sprints let the marketers tweak plans and release a new iteration every couple of weeks.
This particular marketing project management offers many advantages, but there are five core benefits that stand out.
1. Improved Transparency
Because agile marketing teams work and share data cross-functionally, and because they rely upon both face-to-face meetings and visual management tools, those involved in the project or campaign have fewer blind spots. The emphasis on accountability within the open environment strengthens relationships.
2. Flexibility
Agile team members define long-term goals and then work out the details along the way. They are free to change their course based on data and customer feedback.
3. Continuous Testing
Agile marketers continuously run small tests to find out if their assumptions were correct or wrong. They use the results of the tests to decide which campaigns to use as well as to determine how, when and where to put campaigns into action. Test results also help them improve campaigns already in motion.
4. Increased Speed and Productivity
Improved transparency, flexibility and testing mean that agile marketing teams can work faster. They often can get more done faster and utilize additional resources in a more efficient manner.
5. Bolstered Competitive Edge
Agile marketing teams usually end up being more competitive because of the speed and productivity they have. They can respond more quickly to customer and market feedback, which minimizes the cost of unsuccessful campaigns and maximizes the results of successful ones.
This system is one that is lived out in my own company and proven to be incredibly efficient. For example, we required a new website to showcase our offerings and connect with investors. Four years ago, building the site with traditional methods likely would have taken a year and a half to complete. But with agile marketing, my company is completing the work in seven months.
Implementing Agile Marketing with Intelligence and Speed
If you haven’t started with agile marketing yet, the first step is to identify your goals. What is it you want your business to accomplish, and why is agile the best option for getting it done? Why does that objective matter to your customers? The organization? Identify how the goal fits into your bigger business strategy so you can evaluate the agile process and sell it to your key stakeholders.
Once you know your target, assemble your cross-functional team. The people on this team will pool the various skills necessary to make a campaign successful, such as graphic design, project management and the ability to interpret customer data. Because agile marketing teams are more self-directed, the individuals you select should believe in the campaigns and be willing to advocate for them, and they all should have the ability to lead effectively when it’s appropriate.
Lastly, get buy-in from the entire marketing team and senior stakeholders. Most people won’t have agile marketing experience, so take the time to prove your case and listen to any concerns they might have. Be able to explain how you’ll measure your success, and be able to quantify the business impact that using agile marketing will have over time.
With this groundwork complete, put together information for as many members of the senior leadership team as you can and pitch your concept. The clearer your presentation is, and the easier it is for leadership to see the organization supports your agile marketing plan overall, the greater your odds of securing high-level approval.
Letting Your Marketers Finally Speak
For years, linear processes and approaches worked well to support businesses. Today’s markets are fundamentally different, however, so our approaches have to be different, too.
Agile marketing, which is already popular in software development, can help your team respond more competitively to the fast-paced world.
Even more importantly, agile marketing means your team can claim the power they deserve. They can speak up, share ideas and adjust campaigns in ways that provide a sense of autonomy and purpose. That serves to build trust — an opportunity that no business should turn down.
