It’s logical. It’s all the rage. Agile Marketing is here to stay.

“Agile Marketing is a tactical marketing approach in which marketing teams collectively identify high value projects on which to focus their collective efforts. Teams use sprints (short, finite periods of intensive work) to complete those projects cooperatively,” according to Andrea Fryrear, MarketerGizmo.

Technology, channels and preferences are changing so quickly, so it seems almost impossible to plan too far ahead and still be successful in your marketing. You should plan your marketing activities in short bursts and change direction quickly based on the results. And this all sounds great, but how do you walk into your CEO or CFO’s office and say, “Just give me a bunch of money. I’m not sure what I’m going to do with it yet. But trust me – I’ll figure it out.” Your executives want to see a clear plan with justifications so their investment will get the return they need to run a successful business.

The first hurdle is convincing your executives that you need to manage marketing differently.
You have to show that the changes in the marketplace are also relevant to your specific market. Use social listening tools, surveys, market research and analysis of your own marketing efforts to show that using a traditional marketing approach, with long planning cycles, is not the most effective approach.

Next you need to create a plan. Not just a marketing plan – a change management plan. You need to show your executives that not only can you change how you plan and manage marketing, but you can also bring the rest of the company along with you to ensure success. A pilot program can be helpful to show real results.

Once you’ve got them convinced that this is the right direction, next you need to work on securing the budget.
Generally executives want to see a detailed plan when budgeting. You can still plan with Agile Marketing, but it will be money allocations to channels based on expected results, not specific campaigns for the whole year.

You also need to make sure you have the ability to change those budget allocations among channels as needed to support the results you want. You need to have the right marketing technology stack in place to actually show the ROI through closed-loop marketing. This helps prove your strategy’s effectiveness and secure future funds.

Finally, it’s important to consistently report to the executive team.
Executives want to know how you are managing and allocating budget responsibly so that Agile Marketing becomes a concrete strategy in your company rather than just a loose way to plan.

For more on Agile Marketing listen to my episode on Debbie Qaqish’s WRMR – Power Talk Radio for Revenue Marketing Leaders.