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8 Ways Your Marketing Team can Get Agile

Agile, a concept usually applied to product management is slowly becoming mainstream in the field of marketing. Agile marketers take inspiration from agile development manifesto, which focuses on change.

A concept which is championed by Marketing Technologist Scott Brinker, agile in a nutshell means being responsive to unforeseen change, marketplace trends and the needs of customers. Although marketers strive to create forecasts and follow plans, in reality marketers have been practicing agile for a long time.

Marketing channels, technologies and influencers are changing constantly, therefore we need to constantly adapt and change too. But we can always do better, so today I want to share with you some ideas around how you and your marketing team can work towards being more agile.

How marketers can be agile

1. Iterate – To iterate as a marketer means to test, evaluate, improve, revise and sprint again. The benefits of sprinting is that the short timeframes allow your team to gather data on market response.

2. Deliver frequent updates –  The sooner and more frequently you deliver updates the sooner you will be able to receive feedback and change course if your original plan is not working.

3. Cross discipline collaboration – Even though teams may be cross-functional with  different skills and responsibilities it is important that everyone works towards a common goal.

4. Embrace change – Humans are creatures of habit, and it’s in our nature to be resist change and uncertainty. Don’t get too comfortable sticking to a plan, instead listen to the needs of your buyers and constantly take on customer feedback.

5. Plan short term and commit less –  The annual marketing plans are a thing of the past, focus on what you will deliver in your next four week scrum cycle. Things become more manageable that way.

6. Prioritize – Assess the true value of each marketing deliverable and the expected outcome and shift priorities accordingly.

7. Be realistic – Understand your team’s bandwidth and set realistic attainable goals. Setting unrealistic goals will only lead to low morale and disappointment.

8. Empower your employees – Hire people you trust, provide them with the resources they need to get the work done, then get out of their way. Get the secrets to hiring the best people here.

Get started with agile

It is still incredibly important to create a medium to long term marketing plan, with clear goals and objectives. But applying an agile marketing framework means being able to work out the details of the plan closer to the launch date, and not being afraid to adjust and adapt with the changing demands of your customer base and the market.

Changing an organization’s culture is difficult and won’t happen overnight. Start by gradually introducing some of the tips we mentioned above in your organizational processes. Traditional marketing is a thing of the past, so get on board and go agile.


Zoe Beath

Zoe Beath
Head of Marketing (US)

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Belinda Walsh

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