In today’s world, in which users decide whether they are interested in a specific web page in a few seconds, it is quite important to use both data and analytics to continuously provide audience-focused resources. Companies therefore have to quickly test, evaluate the results of these tests and then rapidly iterate in order to provide the promised services. Agile Marketing can help them do that!
1. What is Agile Marketing?
Agile Marketing is now a buzzword in the digital environment. But what is it exactly? Agile Marketing is considered as a tactical approach to marketing that is inspired by both Agile software development and values (cfr. Point 4). It mainly concentrates on collaborative performance through collective efforts that are provided by several marketing teams.
Agile Marketing aims at improving the speed, the transparency and the predictability of every project, while allowing for a better adaptation to change. As the team members are usually Agile marketers, they adopt and thus follow the Scrum process in order to enhance the following aspects:
- Increasing alignment with both the sales staff and the business goals of the organization;
- Improving communication (within and outside the marketing team);
- Increasing both speed and responsiveness of the marketing team.
Scrum is implemented following inspect and adapt principle, which is based on the PDCA cycle:
- Plan: definition of the goals, expected outcomes and the processes to be followed;
- Do: executing the work according to the plan;
- Check: measuring and analysing the results and compare them with the initial plan;
- Act: analysing the results to determine improvements and implementing the latter in the next cycle
2. What are the key pieces of an Agile Marketing implementation?
Agile Marketing focuses on one specific ongoing activity: the Product Backlog Refinement. The latter is owned by the Marketing Owner but executed by the entire Scrum team. It is used in order to prepare the Product Backlog for the upcoming sprint.
Four specific sprints are necessary in order to implement Agile Marketing teams:
- Sprint planning: a sprint is considered as the amount of time given to a team to complete their assigned projects; the latter of which are connected to long-term plans. Sprints can range from two to six weeks;
- Daily Scrum or stand-up meetings: all the teams have to daily meet in order to provide a brief check in. These meetings typically last 15 minutes and allow team members to explain what they carried out the previous day, what they intend to achieve during the very day of the meeting as well as the difficulties they face;
- Sprint review or board to track project progress: no matter the form or the size of the board, one will be needed to track all the sprints that the team members have access to, acting thus as a centralization hotspot. The Scrum team and the stakeholders will meet in order to review the delivered Product increment;
- Sprint Retrospective or teamwork: the success (and eventually the failure) of each project rests on all the team members and not on single individuals. They are therefore all asked to collaborate following the Agile framework. The Scrum team thus meets to discuss what went quite well but also wrong and agree on the most important improvements.
“Remember the two benefits of failure. First, if you do fail, you learn what doesn’t work; and second, the failure gives you the opportunity to try a new approach.”
— Roger Von Oech
3. What are the benefits of Agile Marketing for the marketing department?
Implementing Agile Marketing to an organization enables to:
- Quickly respond to changes in the market;
- Provide rapid campaigns that will continuously be tested and optimised;
- Try a lot of different ideas and processes and re-use those that work;
- Use valuable inputs from other departments to enhance all the marketing efforts;
- Make use of data to justify choices as regards campaigns and projects;
- Collaborate with all team members.
4. Agile Marketing and its 6 values
Agile processes can be adapted to Agile Marketing in order to enhance the quality of the provided services and work. Here are its 6 values:
- Respond to change following a specific plan: the purpose of this value is to avoid writing 30 or 40-page marketing plans by prioritising a one-page project plan which will specify the goals of the project;
- Rapid iterations: the Agile Marketing teams usually start with very small strategies, such as brief meetings in order to discuss the various ideas that might work for specific projects. Then, they usually figure out how to test and to measure the results until they have found ideas that are efficient thanks to constant iterations;
- Testing and data over opinions and conventions: the focus is on both testing and data by opting for the right metrics and rejecting thus vanity metrics;
- Loads of small experiments: the purpose of this value is to execute various series of quick experiments to have real impacts following the 70/20/10 Rule;
- Combination of individuals and interactions over processes and tools: Agile Marketing is based on collaborative work between experts;
- Enhancing collaboration: organizations often recognize that team members do not collaborate enough. This is going to change with Agile Marketing!
In this article, you have learned that:
- Agile Marketing aims at improving the speed, the transparency and the predictability of every project, while allowing for a better adaptation to change;
- Four specific features are necessary in order to implement Agile Marketing teams: sprints, stand-up meetings, a board, teamwork;
- The 6 values of Agile Marketing are: the ability to respond to change, rapid iterations, testing and data, small experiments, individuals and collaboration over processes and tools.
Other articles you might find useful: