Great marketing strategy requires close alignment, transparency, and quality interactions with internal and external customers. It’s time to take a deep dive into the principles of Agile Marketing Manifesto, and implement them in everyday marketing practices
Marketing is all about relationships with the customers and stakeholders. To be in alignment, teams need to share common goals. One way to do this is through a joint planning session with stakeholders where the bigger business goals are shared. Then, frequent interactions between the agile marketing teams and stakeholders need to happen to review those goals and measuring their success, course correcting as needed. Marketers also need to have access to external customers, not have them hidden behind several layers of people. With real access and conversations, marketing messages can be more personalized.
Seek out different and diverse points of view
With agile marketing, team collaboration and the ability for everyone to be a part of the work sets marketers up for better quality and more innovative work.
Also Read: CMOs Should Not Neglect Digital Strategy
Embrace and respond to change to enhance customer value
Long gone are the days when we could stick to a plan at all costs. Today’s buyers are sophisticated, the market is crowded, and marketing must speak to them. A great example of this was when a company that markets to healthcare workers decided to stop selling people products during the pandemic and instead sent thoughtful messages like, “Take a break”.
Plan only to a level sufficient to ensure effective prioritization and execution
A lot of agile coaches call this one, “Planning at the last responsible moment.” Organizations only want to know enough about their upcoming work to decide on priorities, but don’t get into the weeds of exactly how they’re going to execute until the team is ready to start the work. This allows for the most flexibility and change, eliminating too much waste in upfront thinking.
Also Read: Data Quality Enhances Market Intelligence
Organize in small, cross-functional teams where possible
A team of five or six people that have all of the skills necessary to go from strategy to execution is ideal. There is no need to re-organize the entire department to work this way. Execution teams need to be cross-functional, even though functional areas are still based on skills and expertise.
Long-term marketing success benefits from operating at a sustainable pace
Running teams at a super-fast pace leads to burnout. By estimating work and saying no to things that don’t meet the goals, teams can get back to working at a sustainable pace.
Agile marketing isn’t enough.
Excellence in marketing requires continuous attention to marketing fundamentals as well. This one is about going faster, but cutting corners to do so. Agile marketing isn’t about speed alone — it’s about working on the right things that add value and don’t skimp on quality.
Strive for simplicity
There’s a lot of wasteful practices going on in marketing, so striving for simplicity is about not over-engineering the process and making it complicated.
By keeping in mind these agile marketing principles and living them day-to-day, marketing leaders can be able to reap the real benefits of agile marketing.
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