What is Agile Marketing and Why is it Used in a Marketing Department?

What is Agile Marketing

“Plan for what is difficult while it is easy, do what is great while it is small” – Sun Tzu

Even more marketing employees and teams need to work faster and faster leading them to provide results outside of their usual working hours. This more-faster approach however does not yield positive results and leads to a lack of efficiency. As a result, numerous marketing employees and teams have decided to embark on the Agile journey.

Agile Marketing cannot be considered as a brand name or a new approach. Its main goal is to help marketing teams focus their collective efforts on specific projects by: 1) completing these very projects thanks to a continuous collaboration, 2) measuring the positive or negative impact of these projects, 3) providing continuous improvements as regards the results. Agile Marketing therefore helps companies become more efficient without having to work outside working hours.

A team embracing Agile Marketing is said to use a very specific structure that enables it both to adapt and iterate. This structure usually takes one of these two following forms: Scrum (i.e. the usual Agile process that concentrates on sprints) or Kanban (i.e. a pull-based system that makes use of work-in-progress limits). Other methodologies can however be used, as illustrated by the subsequent picture:

Scrum is usually considered as the most famous Agile methodology and is used in order to drive transformation. A basic Scrum team usually runs its work following several sprints that last from one to four weeks; two weeks being the mean. Several specific positions are found within a Scrum team: a Scum master, a product owner and developers. Particular meetings are also organized: daily stand-up, sprint planning, review and retrospective. It follows the “inspect and adapt” principles, which is based on the PDCA cycle, an iterative method that is used to continuously improve processes and products:

  • Plan: definition of the goals and expected outcomes as well as the various processes that will be used to deliver these goals;
  • Do: executing the work according to the plan;
  • Check: measuring and analysing the results as well as comparing them with respect to the initial plan;
  • Act: examining both the plan and the results to look for improvements along with implementing the latter in the next cycle.

This method is illustrated thanks to the following picture:

 

Kanban is based on work-in-progress limits that aim to prevent the various teams from overextending themselves and thus from failing their missions.

Find the differences between both Scrum and Kanban in the following picture:

Take-Away

In this article, you have learned that:

  • Agile Marketing helps companies become more efficient without having to work outside working hours;
  • A team embracing Agile Marketing is a team that uses a specific structure enabling to adapt and iterate. This structure usually takes one of the two following forms: Scrum or Kanban;
  • It follows the “inspect and adapt” principle, which is based on the PDCA cycle.

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