Agile marketing is based on concepts that were developed for software development, which has long used the strategy to focus on rapid iterations of project execution. Katie shares how in a past position as VP of Global Marketing, her marketing team took the same approach as her company’s software team to become more productive and focused on high value activity.
Her team adopted the tenets of agile marketing and achieved:
- Increased internal visibility on active projects.
- Improved collaboration among team members.
- Provided heightened visibility on projects to important leaders outside of their own department.
- Produced quicker and more-focused deliverables because they evaluated everything they were doing by the value it provided to the organization.
Wondering how agile marketing works? It still involves a long-term strategic plan like traditional marketing, but agile focuses on running highly focused projects within two-week sprints. Using a physical scrum board, similar to those that developers use, it shows the backlog of work, to-do list, in-process items, completed items and waiting list items. This offers incomparable visibility into project progress.
Katie also explains how agile marketing is beneficial in large organizations where there are a lot of requests being made from outside of the department. For example, by the sales team, tech team, etc. Agile is also incredibly helpful when a marketing team simply has a lot on their plate! Agile marketing lets teams stay focused on completing one project at a time and holds everyone accountable, while. At simultaneously keeping overarching company goals top of mind.