Tips to Make Marketing More Agile

By CIOReview | Thursday, December 6, 2018

Modern marketers use tactics for customer delight that were unheard of a decade ago. Agile software principles allow marketers to take quick action in response to customer-centric needs. Scrum master in cross-functional teams and fail-test-succeed iterative nature of agile are extremely helpful in ensuring business-to-business revenue growth, especially providing customer value. Marketing plans should be flexible and allowing structuring teams to pivot midstream to prevent loses. One-and-done and non-responsive tactics make marketing plans rigid. Agile resolves this issue. Here are five ways to marketing more Agile:

Eliminate Team Silos

Agile marketing works the best when all the teams work together in tandem. This sounds good in theory, but without solid change management practices and executive sponsorship, the goals are unachievable. Informal team building exercises and meeting before any significant change is critical because getting team input can make the team overcome their differences and work better.

Eliminate Bottlenecks

Bottlenecks prevent the successful implementation of marketing plans. The Chief Marketing Officer (CMO) should routinely check for bottlenecks. The main questions a CMO must ask the teams are what are our biggest hurdles? Where can the team improve? Which team is the most overworked? Who makes the entire group wait? Finding out these bottlenecks and eliminating them can make the organizations more agile.

Accept Failure and Learn

Agile marketing is based on a test-fail-retest cycle. Some ideas won’t work, and that presents the opportunity to impact the customer and the best chance of success. Agile marketing allows marketers to reap the benefits from all the positives frequently. Most teams don’t admit that the foundation of their plans is faulty. These teams won’t learn from their failures and can’t form a genuinely customer-centric organization which in turn hampers revenue generation.

 Commitment to the Process

The team is committed to the process when the team members are experiencing greater returns and save overheads in the process. When the team gets caught up in pet projects or emotional reactions to missteps, then agile empowerment gets hampered. Tacking commonly agreed-upon key performance indicators (KPIs) by frequently dashboarding those on a collaborative project platform can resolve these issues.  

Disciplined Framework

Agile marketing transforms the team from dictatorial marketing programs to cross-functional and transparent programs. Effective agile marketers create impactful programs based on business intelligence which are flexible and can change directions as needed.