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4 Key Values of an Agile Marketing Team

Category: agile marketing

Written by: Leisa Redmon

Posted on: May 28, 2019

We can wish all we want, but the truth of the matter is that there is no one-size-fits-all equation to any individual or business. The value of having an Agile marketing team lies in having an entire network of individuals working towards a common goal. And, of course, just like any pie-in-the-sky idea, it’s always much easier said than done.

What is Agile?

Agile is not a fancy word for a process that simply makes decisions for you. It’s a set of principles taken from software development that dictate practices aligned with these core values:

  • Individuals and interactions over processes and tools
  • Working software over comprehensive documentation
  • Customer collaboration over contract negotiation
  • Responding to change over following a plan

Agile practices don’t ignore processes or documents or schedules but chose to value people and the flexibility necessary to get the job done. A team that incorporates Agile methodologies into their daily practices, regularly practice:

Adaptation: Speed and Flexibility

Traditional marketing methodologies emphasized campaigns that relied on incremental communication with the stakeholder. These linear “big bang” plans--initiated by a big idea that was built and launched--generally either failed or were justified with metrics to support the end result. However, an Agile marketing team employs a non-linear approach that emphasizes adaptations and iterations. By acknowledging strengths and weaknesses within the campaign in real time “highly focused marketing teams can test and launch successful, customer-focused campaigns faster”. With 53% of Agile marketing teams able to change gears quickly based on incoming feedback, and with marketing, nowadays, going beyond just delivering a message to the consumer, the ability to adapt to a multitude of changes: political, financial, customer-based, and more is now more important than ever.

Transparency: Communication and FeedbackCommunication-and-Feedback

Transparency can fall under two umbrellas: internal and external. A team that refrains from working in silos allows sales, development, and management to take ownership in the process and allows for real-time conversations to occur about any obstacles that might dictate the course of the campaign. Transparent and constant communication with stakeholders also empowers them to endorse their priorities within the campaign, yielding perpetual movement and continuous growth.

Collaboration: Teamwork and Knowledge

According to a Harvard Business Review, 75% of cross-functional teams are dysfunctional. Regardless of sincere intentions, it is an unfortunately common practice to maintain the status quo within your given silo. However, Agile minds that work outside their silo with more horizontal, cross-boundary collaboration are able to achieve greater customer loyalty and higher margins.

Quality: Consistent and Practical

An Agile marketing team places emphasis on being practical with need-based bells and whistles. Decisions aren’t made based on creating more work, but instead providing optimal work based on the agreed upon deliverables. While your team could create robust spreadsheets and formulas forecasted for years down the road, the practical choice is to create optimal deliverables and features that can be utilized for the business owner, now. By exhibiting self-restraint, prioritizing data and metrics over vanity and prestige, and refraining from spending time on unnecessary tasks, your team is equipped to provide consistent, high-quality work at all times.

When great minds are not only empowered but encouraged to innovate and experiment, the possibilities of your team open up into new and potentially uncharted territory. Download our Business Growth Guide to set your team up for success.
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