Agile Marketing describes a mindset of continuous learning and validation, customer focused collaboration across functional silos, adaptive and iterative campaigns and more responsive/continuous planning.
Agile Marketing teams use techniques such as Scrum to work in an iterative cadence and Kanban to visualize and improve the flow of work.
To really succeed, Agile Marketing organizations revisit their team structure, leadership style, definition of what a great Marketer is, and create a “safe to learn” culture.
Agile Coaching/Consulting can help you streamline this transformation and make sure you make the right choices and avoid unneeded risks/detours.
AgileSparks has years of experience helping organizations transform to Agile as well as proven experience in some of the world’s boldest/biggest Agile Marketing transformations. We can help you throughout your journey towards Agile Marketing.
AgileSparks has years of experience helping organizations transform to Agile as well as proven experience in some of the world’s boldest/biggest Agile Marketing transformations. We can help you throughout your journey towards Agile Marketing:
Learn about Agile Marketing
Start with our list of Agile Marketing reading materials.
Then join one of our public Agile Marketing workshops or talk to us about bringing in a class in-house. In our workshops we talk about why Agile is needed in the marketing world, what it means, how to implement it at both the team level as well as organizationally.
Implement Agile Marketing
If you’re looking to implement Agile Marketing we can help you at every step of the way.
We believe the right starting point is a 2-3 day Management Workshop where we help you explore your context, learn about the relevant frameworks/techniques, discuss implications/risks as well as case studies from other companies and lead your team in creating a blueprint for implementation.
Based on this blueprint we’ll help you Prepare and Kickoff an Agile Marketing program as well as help as get it to a healthy groove by coaching teams/leaders.
Agile Marketing News
Check out recent podcast with Yuval Yeret about CA Technologies’s Global Marketing Organization’s journey towards Agile Marketing.
In our experience Agile doesn’t succeed without effective agile leadership. Leaders need guidance and support as they try to become “Managers as people developers” rather than “Conductors/Experts”.
We teach leaders to think about knowledge worker engagement/motivation and give them concrete tools to work on these sensitive topics. Our “Leading Agile Teams” program is focused on the capabilities modern managers/leaders need and the mindset the should embody.
What if you have more than 10 marketers? Agile talks about creating cross-functional business-focused teams spanning the different marketing functions/specialization areas and ideally even Sales.
Any hand-offs between teams slow down the process dramatically which is why applying Agile to existing functional teams typically leads to mediocre results and disappointment.
Creating those teams and dealing with the changes to the work structure, management role, individual identity of the marketers is a non-trivial transformation but a gratifying one.
Pragmatism over Dogma
True in general but even more important for Agile Marketing – successful organizations are strong believers in the values/principles and in adapting the “rules” or frameworks to their context.
Pragmatism is dangerous though. You might dilute the “secret sauce” too much. Here’s where it helps to work with people like our consultants – that have used the different frameworks as well as adapted them for various contexts.
Every organization is a unique “Snowflake” with its own needs and capabilities. Implementing Agile Marketing therefore requires inspecting and adapting rather than implementing a pre-fabricated methodology. This makes it even more important to have a consistent approach to help manage this journey.
We call our structured implementation approach “The AgileSparks Way”:
Plan & Initiate
We begin with a 2 day Agile Marketing Management Workshop for your Marketing leadership team where we will help you explore the pains/opportunities you currently see, set goals you’d like Agile Marketing to help with, understand Agile Marketing Values/Principles/Practices, explore implementation aspects – Scrum, Kanban, ScrumBan, Cross-functional Teams, Scaling, Agile Marketing Leadership, Evolution vs Revolution and more. We then help you create an implementation blueprint and roadmap with concrete plans for the first implementation quarter.
The highlight of the Kickoff stage is the QuickStart – a multi-day workshop with the whole group implementing Agile Marketing that combines training and planning for the actual initial agile cycle in a highly experiential engaging format.
Some preparations for kickoff include fine-tuning the blueprint, selecting a group to start the implementation with, forming agile teams, providing training for key stakeholders/roles, preparing backlogs/materials and agreeing on key metrics/indicators and how to measure them.
After Kickoff it is time to make sure Agile Marketing isn’t just a shiny one-off event but becomes part of the DeFacto way of working. This is where things get difficult. After the excitement of the “honeymoon” here comes real life. Now our role is both to help stabilize the train as well as to start building the foundations for “Stickiness” – for your ability to run agile on your own. This is achieved through frequent visits where we coach struggling teams and individuals, run stabilizing retrospectives and teach local people how to run them, help teams and groups visualize the work effectively, identify struggling/stuck work as well as bottlenecks in the value stream and run improvement/support forums for various Agile Marketing roles.
At some point you will achieve a stable Agile Marketing process. Most organizations pause and “recharge” their change energies/attention at this point.
During the Recharge phase, the AgileSparks team will move into support mode. We’ll be available for any questions you may have, and we’ll setup a schedule so that we’re visiting you at a frequency that makes sense. What typically happens is that at this point we will shift our focus to an additional group in the organization that is now starting the process.
Finally, we’ll get back into action mode by running an Agile Marketing Boost Workshop. We’ll identify key areas for boosting and improving your process. And we’ll help you draft an improvement plan for taking the next steps. Then we go back into Kickoff/Stabilize for the relevant improvements.
This is the point where organizations typically address topics such as Agile HR, relationships with vendors/agencies, changing compensation structures, connecting Sales, Marketing and Product Development into one value stream, deeper focus on Lean/Agile/Flow metrics, More focus on learning/feedback during the marketing lifecycle.
Contact us and we’ll share from our experience and guide you through the process.