Is introducing Agile Marketing easy? No, but you should do it anyway.

A woman looks over sticky notes placed on a wall Kanban board.

What are the challenges?

Given the above, the most strenuous part of adopting Agile Marketing is the switch from planning and respecting your company’s typical speed of moving to starting campaigns quickly and dropping or changing them just as fast. So, arguably, if you’re able to abandon the low processing speed, still prevalent in many large companies, then you have a good chance of making your marketing efforts Agile.

How can some of the difficulties be overcome?

A successful Agile adoption by the marketing team depends not only on the inclusion of neighboring departments in the switch but — moreover, on the people’s involvement and attitude. We’ve said it before, and we’ll say it again: teams are made of people! It would be the marketing manager’s job to ensure the transformation has the approval and sponsorship among all team members. They should all be on board, or at least open to making the changes.

A team views documents spread across an office table.

How does an Agile Marketing process usually work?

First — together with the business owners — define your goals. Then take a look at the current metrics about the areas of your new goals, and on their basis, plan new paths to improvement, and test them before executing. After that, take the test actions in short iterations, looking at the results after each run, drawing conclusions, and — ideally — getting inspired with new ideas, introducing the continuous improvement element, which is vital to Agile workflow management.

What are the gains?

Using Agile for marketing lets the team take smaller steps, yet ones better suited to the market needs at the time. It also promotes team collaboration over taking and giving orders, which is highly valuable in a creative environment. By using shorter iterations, the team becomes free to make more tests and experiments rather than bet big on one campaign.



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