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We thought of some reasons why we use Agile marketing as our working tool:
– Productivity – although there are no formal studies that compare the productivity of agile marketing teams versus non-Agile teams, the folks who adopt it mention a clear increase in productivity (or happiness 😃 ). Productivity, by the way, can be measured in many ways: complete user stories, points, results, customer satisfaction. Because not all user stories (or marketing tasks) require the same amount of effort, many teams assign points to each story (and/or estimates), indicating the relative amount of effort involved in completing that story. Some teams measure productivity primarily in terms of results: visitors to a website, returning visitors, bounce rates, trials, sales. Whatever your measurement, the goal should be to increase the velocity (productivity) of the marketing team over time.
– Transparency – Agile Marketing allows management, sales team and development to clearly see what marketing is working on. Quick review meetings (Stand Up/Dailies) can also be used to summarize tangible marketing contributions and evangelize efforts. Quick planning meetings also allow management, sales and development to give input to marketing in order to get tasks and results. Transparency also refers to the marketing team’s interaction with customers. Agile marketing motivates and invites marketing teams to engage closely with customers, with a degree of honesty and friendliness that is not typical of traditional marketing.
– Prioritization – fast planning meetings (weekly or bi-weekly) require management or the board to prioritize their requirements, and almost all of them can see the available resources and discuss how they can be better used.
– Marketing Metrics / Analytics – one of the core values of agile marketing is a focus on analytics and accountability. Agile marketing teams mostly do small tests, measuring results and investing more over time in what works. This emphasis on analytics improves marketing’s ability to communicate its inputs.