Do a quick Internet search of agile marketing and you’ll be quickly inundated with post after blog post explaining agile marketing and outlining how to correctly implement it. While I do believe that these posts are important, it seems like writing another “How to” post would be a little overkill. That said, I believe that there are people out there could still use a little help with agile, so today I felt that it would be appropriate to spend a little time and discuss six important elements you and your team should embrace if you are to be successful agile marketers.
Change is tough. I’m not only talking about the internal changes that teams undertake to become more agile – no. To be successful agile marketers must also focus on the external changes of the market. An agile marketer’s ultimate goal is to be able to adapt to the changing market. Being able to identify trends and opportunities in the market and having the ability to be quick and flexible enough to take advantage of them is what an agile marketer strives for. They work at being flexible and adopting an attitude where they actually welcome every chance for improvement.
“Silos are the enemy of agility,” writes Kat Liendgens off a post from the Spectate blog. I couldn’t agree more, part of the governing philosophy behind agile marketing is to increase transparency and break down silos. This is why if you look at some of the most successful agile organizations they have abandoned cubicle farms and office fortresses in favor of open floor plans. Of course this is quite a cultural shift for a lot of people, but if you are serious about being a more agile organization it’s a change is worth considering.
In agile marketing there is no such thing as over communicating. One of the governing principles behind agile is to share with your co-workers what you’re working on. Hold quick daily-standup meetings to allow each team member to explain what they have done that day, what they will work on tomorrow and what (if any) the possible roadblocks could be. This said, like most things in life balance is needed. You need to allow people to find their own rhythm and flow throughout the day, which can be tough if they are constantly being interrupted by meetings where team members are being asked to communicate status. Liendgens recommends implementing some type of “flag” system where individuals notify others when they don’t’ want to be disturbed. A good example of this may be as simple as changing their Gmail status to Do Not Disturb. You’ll have to experiment with this a little bit to figure out the best solution for your company.
Data is at the core of agile marketing. Without measuring your progress, you’re flying blind. I mean how else are you going to determine what’s working and what isn’t? So be prepared to track as much as you can as well as constantly analyze the data you’re collecting. This way you will be in a great position to identify and take advantage of what’s working.
“Your ultimate goal is to be the best marketer you can be and to generate the maximum results for your company,” writes Liendgens. In order to achieve this, you have to keep an open mind and encourage constructive criticism. Not just from your team members, but from other departments and most importantly from your customers.
Part of what makes agile successful is the fact that team members self-assign tasks. This encourages individuals to select tasks or projects that they are truly passionate about. By allowing team members to work on what they are legitimately enthused on, managers and team members know they can trust those individuals to be self-starters and deliver solid results.
By focusing on these six elements I’ve outlined above you and your team will be able to unlock the true power of agile marketing.