When you think of marketing and the ways we work to position products or services to the consumer market, you’re also probably thinking of all the projects, campaigns, stakeholders and resources that are involved with that process. A lot goes into planning how a product or service should be received by the public and how they should be positioned in a rapidly changing market.
Development teams solve a lot of those same problems with agile techniques, so it isn’t too farfetched that agile can work for marketers too. In most cases it still make sense to set up a marketing sprint the same exact way you would setup a development sprint, but a lot of the same agile techniques and processes can be very helpful when applied to your marketing strategy.
Agile marketing is a common term these days that is helping to define the approach of marketers using agile techniques to focus their joint efforts on projects. A sprint can still be used to complete projects, and reviewing the sprints helps measure the impact or success of that project. Not all projects will be successful, but weeding out what works and what doesn't is all part of the process.
At Coria, we are big fans of the "Fail Fast and Fail Often" school of thought with our marketing projects, and using agile techniques helps us to stay in this mindset.
3 Things to Kick Off Your Agile Marketing Initiative
SprintsSetting up a marketing sprint might look a little different when compared to a development sprint, but the important thing to focus on is what makes the most sense for your team. You might need longer than two weeks, and generally, any time-box shorter than 30 days should work. Some of your bigger initiatives may need to be broken down into smaller pieces that span multiple sprints.
Stand Up MeetingsThese are a great way to get the team together to go over accomplishments and blockers in an efficient way. These meetings should be quick (15 min or less) and help keep everyone up to date on what is going on and keep the project focus on track. In the meeting each team member should go over:
- What they accomplished since the last stand up
- What they plan to work on next
- If there are any obstacles or blockers preventing them from making progress
Project ProgressNot only is it a good idea to track project efforts as you are going through your sprint, but you need to evaluate the projects at the end and agree as a team on project successes and project failures so you can use this information to shape new strategies.
Agile marketing can help align your business and help push you to reach your goals. As long as you are open to the posibilities and willing to accept change, you can establish an integrated, efficient team. Learning how to get everything setup is the hard part. So take your time and don't lose hope when something from your sprint doesn't workout as planned, just learn from it and keep on moving.