What is agile marketing? According to agilemarketing.net Agile Marketing is an approach to marketing that takes its inspiration from Agile software development and that values:
Responding to change over following a plan
Rapid iterations over Big-Bang campaigns
Testing and data over opinions and conventions
Many small experiments over a few large bets
Individuals and interactions over one size fits all
Collaboration over silos and hierarchy
What does an Agile marketing team structure look like?
An Agile marketing team can be defined as a group of individuals with complementary skills required to plan and execute marketing campaigns, using lean and Agile processes to increase the speed and efficiency of task completion. The issue is that most organizations are structured into business units, which then creates silos. For example, in my organization we have stakeholders ALL over the business, in the Commercial Organization, Communications and IT (D&T). This poses an incredible challenge to get stakeholder buy-in quickly while the development team is moving in a very fast-paced agile model.
I am currently in the beginning stages of introducing agile marketing to my organization. Currently, the key website stakeholders fall across multiple business units and functions.
My current strategy is as follows:
- Gain executive leadership support and buy-in
- Stakeholder identification
- Cross-functional agile team identification and resource gap analysis
- Kickoff and introduction to Agile model
- Set up DEVOPS project for the team and provide training
- Schedule 1st Sprint and daily SCRUM meeting
- Buckle up!
Stay tuned next semester for part two where I will provide an update on progress, pain points, and lessons learned.