How agile marketing will make you a better marketer...
It is likely that most project managers in the tech industry have heard the term ‘agile’. If you haven’t, then sprints, stand-ups, reviews and retros might just sound like techno-waffle. But don’t be fooled by the jargon, agile marketing is actually a simple and effective approach for marketing teams to take, and it will make you a much better marketer as a result.
What is agile marketing?
Rather than a methodology, agile marketing is a mindset – one that is open and embraces collaboration and learning.
In practice, an agile approach uses short, fixed time periods of planned activity (usually 1-4 weeks) known as Sprints. Each sprint is an iterative cycle that breaks down a large project into more manageable bite-size pieces. Within these sprints, activity focuses on continuous improvement using data insights, as well as looking at ways to adapt, problem-solve and learn along the way. At the end of each sprint, there is a Sprint Review and Retrospective, which is a chance to evaluate progress and ensure mistakes aren’t repeated.
One of the most important drivers for success in agile marketing is effective collaboration and making use of cross-functional teams. Traditional ways of working tend to resist change and avoid experimentation. Often there are organisational silos and step-by-step processes which are followed to an end-point, offering little room for flexibility to iterate along the way. This risks spending lots of time and money on a big bang idea that fails to deliver, but you don’t know that result until the damage is done.
Why should I implement agile marketing?
There is plenty of evidence that suggests agile marketing is the right approach. In the 2021 Bright annual B2B marketing survey, 75% of respondents said they adopted agile marketing and were able to respond faster and adapt at pace. 43% also achieved faster time-to-market. Whilst 60% of traditional marketers still need to make better use of their data to respond to ongoing disruption – agile marketing proved the most effective way to achieve this.
The ethos of test and learn with fast feedback loops provide the foundation for ensuring success. If something isn’t working… test, adapt or discard it. This reduces risk and shows you are focused on achieving results.
Improved team culture
As teams work closer together with regular open communication and transparency, it means individuals are supported and everyone within a team knows what is going on so issues are resolved promptly. Agile marketing methods help marketers gain better visibility of their tasks and expectations for delivery. As a result, happy employees are more productive!
How will agile marketing make me a better marketer?
Get stuff done quicker
To work with agility, you are working at pace. Regular stand ups update on task progress, their risks and issues, and highlights blockers to be resolved and actioned faster. You deliver outcomes within each sprint, which shows tangible progress towards your goals. How many times have you had a campaign or branding project drag on for weeks and weeks with no progress? Agile marketing forces momentum by its approach.
Achieve better results
By being data driven and using the insights to inform your decisions, you strive for continuous improvement. You won’t need to deal with the ‘In my opinion…’ conversation, when you have the facts and figures to justify your decisions. Plus, with the sprint cycles you will see exactly how close you are to meet your goals and adjust activity accordingly along the way. Constantly learning is good for your project, as well as your personal marketing expertise.
Stay focused and organised
It is a myth that an agile approach is unplanned or disorganised. When putting agility into practice, the process ensures that you are always thinking ahead, but also responding to new information. You feel in control, as you have a plan, but you’re still ready to adapt and adjust as required.
What could get in your way?
Pursuing an adaptive and iterative approach means that you probably don’t know what the end state is going to look like. It can be uncomfortable for some to start with the minimum viable activity, rather than defining the perfectly polished solution from the outset.
Typical hierarchical control doesn’t work in agile marketing. Instead, it’s all about working collaboratively, with leadership focused on supporting and empowering teams to succeed. Replacing old style vanity metrics with open, transparent communications and a culture of learning.
Some people don’t like the idea of failure. Just because something didn’t work, doesn’t mean it has no value. Testing and learning means that risks can be responded to and new things can be tried. The key is to use the learnings to not fail the same way twice.
So, while there may be a few obstacles, the benefits of agile marketing, both to you personally as well as your organisation are plentiful. Taking an agile approach will position you as a leading, results driven marketer who knows how to plan and adapt effectively to achieve success.
If you would like to introduce agile marketing into your organisation, please contact us about our Agile Marketing training or marketing support.