To streamline their marketing efforts and increase the productivity of their team members, CMOs should incorporate agile practices into their marketing plans.
Agile marketing has gained serious traction during the COVID-19 pandemic by enabling marketers to adapt more quickly to extraordinary market changes.
Agile marketing has become popular among brands, especially during the COVID-19 pandemic, as it enabled them swiftly adapt to extraordinary market conditions. Even though many people still view Agile from an IT perspective, the practice in itself is versatile by nature and can be applied to the marketing function. By utilizing agile practice in marketing, brands can become efficient, product and achieve true collaboration.
Often the why behind using Agile in marketing is rooted in the gap between the highly innovative digital marketing activities combined with the old-school, waterfall model of work management. The misalignment developed between the two is where Agile helps to improve, making marketing teams more efficient and productive.
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Here are a few strategies that can help the marketing team to ease the adoption of agile practices:
Educate
The most prominent challenges organizations face while adopting agile marketing is the lack of education and awareness, as well as skilled resources people on board to guide and organize the agility of marketing teams. Marketing teams often end up making agile mistakes due to a lack of knowledge on how to apply agile practices via scrum frameworks. To tackle this, brands should collaborate with certified agile coaches that will enable them to reduce bottlenecks, avoid mistakes, and get more done in less time.
Test-and-learn situations that are heavily documented to show outcomes can help create clear case studies on the benefits of transforming into a truly agile team. Additionally, they can help identify how much of today’s marketers’ day-to-day work relies on agile frameworks defined by a qualified coach.
Assist in visualizing the work as a unified team
As per industry experts, most CMOs are unaware of how their marketing staff is spending their time. Teams may work a lot behind the scenes without utilizing agile methodology. However, this results in team lead not having the insights into specific campaigns and projects that they are actively working on. Moreover, when the time comes for deploying the work, leaders found that they have wasted a significant amount of time and effort on content that isn’t attributable instead of the work that they would’ve prioritized. Therefore, marketing leaders visualize the work as a team from the very beginning to clearly define the work that needs to be done and set their expectations on how it should be and the timeline by which it should be completed.
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Setting appropriate expectations
Even though incorporating an agile framework within marketing teams can deliver huge benefits, CMOs should still set reasonable expectations. Creating a finite timeframe cannot be applied to the team’s adoption of Agile. As agile marketing is not a simple process, its full-on adoption can take some time and requires a significant investment from the senior team leaders to their junior ones.
By exercising proper education and support, an agile framework can create a collaboration that satisfies the needs of individual team members and the needs of the rest of the brand while improving ROI and the organization’s needs.
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