AGILE MARKETING: why marketers love it?

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Posted by jc-Qualitystreet on 2010/12/23

… Because their goal is to create the maximum value for the customer or prospect, as quickly and efficiently as possible;

… Because the Agile and Lean approach is the best way to deliver the right message at the right time to the right person.

Agile marketing is first the realization of IT projects for marketing using agile development… BUT it is also, from another perspective, the adoption of agile values, principles and practices beyond software in Marketing. And that is NEW!

After IT teams, this is now the marketing teams who want to become Agile. And some companies have even already taken the opportunity to adopt agility in their own business …

The number of examples showing companies applying Agile & Lean practices beyond IT, such as in Communication, Training, Sales, or Marketing increases …

Via my French blog, I’ve heard about interesting projects outside the context of software development. In addition, my coaching activities enable me to work with Business people (often assigned to the role of Product Owner). Often, these inspiring and smart people quickly detect the potential benefits of Scrum or Kanban, in their daily activities.
See, adopt, adapt and replicate what really works!

The keys of Agile Marketing for marketing teams

• Adopt Agile planning with different levels of details and commitments:
  • The Roadmap level (annual)
  • The release Level (quarter)
  • The Sprint level (with a duration of 3 weeks for Marketing Teams)

• Create a Taskboard to visualize and monitor the flow of activity (tasks) during the current Sprint

• Use visual Management (displaying the taskboard and important marketing tools for a better description, elicitation and understanding)

• Use short cycles, called sprints. These short period of time (2 or 3 weeks) will also include Scrum ceremonials:
  • Planning meeting: 1st day of the Sprint plan for all marketing activities for the next three weeks and the tasks to achieve it
  • DailyScrum: Every day in the morning, no more than 10 minutes to synchronize, measure progress and identify impediments
  • Sprint Review & Retrospective: Last day of Sprint, to inspect and adapt…
• Focus on Agile values (Courage, Communication, Feedback, Simplicity, Respect) for the team in its way of working together but also in its relations with internal and external partners….

• Use the user stories (categorized into themes and decomposed tasks that will be moved on the taskboard) for your marketing actions
• Gradually, calibrate your sprints by estimating your user stories, and at the end of each sprint, take the time for continuous reflection and improvement.

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