Search
Close this search box.
Search
Close this search box.
Search
Close this search box.

Reaching The Tipping Point For Agile Marketing

Facebook
Twitter
LinkedIn
Pinterest
WhatsApp

8 Triggers That Get Marketing Leaders From Awareness To Activation

The Need For An Agile Marketing Transformation

Marketers or junior marketing leaders can implement Agile Marketing at the team level bottom up or in islands in the organization. This approach can achieve some improvement but typically stalls at some point. Real marketing agility requires a transformative change in processes, policies, mindset, and maybe even the type of leaders. This is a bigger lift obviously. While most of the marketing organizations we see score pretty high on the “do they need Agile Marketing?” scale, Only some of them would agree that that’s indeed what they need, and even a smaller set goes and does something about it. While many marketing leaders agree with Agile Marketing at the concept level, They need a strong trigger before they take action on it. (To use “customer journey” language – most marketing leaders aren’t even in the awareness stage, but even those that are, need a trigger to move towards acquisition and activation…) So let’s look at a couple of common triggers that stand a chance to flip a marketing leader across the tipping point:

New Marketing Leadership

One very common trigger for any change is when new leadership comes in and takes a fresh look at things. Agile Marketing might come about as a result of concerns about the competency of the marketing organization or a desire to modernize how marketing works. Poor marketing campaign results or dissatisfaction from business leaders are a common reason marketing leadership gets replaced in the first place. The new leader coming in hears things like “We don’t know what the marketing organization has been wasting its time on” or “They don’t speak our language, confuse us with marketing metrics we don’t care about.”  Another situation is when a new marketing leader is brought in to help scale the marketing organization and realizes that the current structure/process is unscalable, bottlenecked, slow, and reliant on a few “heroes.”

Innovation / Customer Experience

As marketing leaders take on more and more responsibility for the whole customer experience and specifically the whole digital experience, they realize their current slow/siloed approaches are unfit for the pace of innovation and learning needed to “nail” the right customer experience. Marketing wants to be able to close a fast learning loop and run mini “innovation labs” as part of the wider marketing organization not just the “cool kids” in the corporate innovation lab.

We Tried Agile and Failed

Many people try Agile Marketing in the small by mapping directly from the Agile Development. They send a few individuals to agile training (e.g. a Scrum Master class) or ask some coaches from the development side to help them out. Then a few weeks/months later they’re so confused and struggling that they either throw it away (Which is a shame but isn’t a trigger for a real agile transformation…) or they realize they need to look the things in a deeper more holistic and pragmatic manner. 

Need to Scale Agile beyond a few small experiments

Similar to trying and failing, but these organizations tried some small agile experiments and understand they need to look at it differently now that they want to scale it further.

Drowning in work

That is especially popular with middle managers that are trying to make ends meet with more and more workload and the same (or in some cases even fewer) people.

Alignment with the Development/IT/Technology side of the house

As Dev/IT/Technology organizations move to Agile/DevOps approaches, Many marketing leaders feel the need to align their language, process, and cadence with the way their peers are working and talking. 

Revamping the Marketing Technology Stack

As marketing organizations try to build a modernized marketing technology stack many of them are realizing that they need an effective adaptive process to help deal with these complex projects. Since much of a marketing technology stack improvement project includes technology/development work it makes sense to everyone to use an agile approach to it. This then cuts across to some of the marketing-style work that is associated with the new technology stack, which in many cases brings about a wider discussion about an agile operating system for marketing.

Implementing a new marketing approach – e.g. Social Selling, Content Marketing, Account Based Everything

Trying a new approach to marketing involves a lot of uncertainty and complexity and collaboration across silos. Smart marketing leaders connect the dots and realize Agile Marketing is the right approach for figuring out how to effectively do Content Marketing, Social Selling, Account Based Everything, or whatever new thing you’re trying.
Subscribe for Email Updates:

Categories:

Tags:

Agile Release Management
Video
Change Management
WIP
Scrum.org
Agile Basics
LAB
Nexus and SAFe
Continuous Improvement
Enterprise DevOps
Operational Value Stream
Frameworks
lean agile change management
Systems Thinking
Agile Development
speed at scale
Sprint Retrospectives
Introduction to ATDD
SAFe Release Planning
Agile Mindset
Lean and Agile Principles and Practices
Continuous Planning
Nexus Integration Team
chatgpt
Tips
SAFe DevOps
Kanban Kickstart Example
SA
Scaled Agile Framework
Slides
AI
Risk Management on Agile Projects
Software Development
Lean Agile
TDD
The Agile Coach
Agile Program
Coaching Agile Teams
Lean Software Development
Pomodoro Technique
POPM
Elastic Leadership
Continuous Delivery
Covid19
Jira Cloud
Amdocs
Acceptance Test-Driven Development
Legacy Code
Product Ownership
Story Slicing
Risk Management in Kanban
Iterative Incremental Development
Release Train Engineer
Agile Delivery
Certified SAFe
Games and Exercises
Tools
Test Driven Development
Planning
DevOps
Lean Agile Management
Implementation of Lean and Agile
Agile and DevOps Journey
Agile Games
LPM
Professional Scrum with Kanban
ARTs
Program Increment
Professional Scrum Master
Agile Community
Kanban Basics
Agile Product Development
Agile Israel Events
Lean-Agile Software Development
Agile
Agile Release Planning
System Archetypes
Scrum With Kanban
predictability
Kanban Game
Agile Exercises
Agile Outsourcing
RTE Role
Scrum Primer
Kanban
Agile Assembly Architecture
The Kanban Method
Kaizen Workshop
Process Improvement
Kaizen
Atlaassian
Software Development Estimation
Business Agility
Agile Contracts Best Practices
Lean Agile Organization
Rapid RTC
Agile Product Ownership
Professional Scrum Product Owner
Legacy Enterprise
Introduction to Test Driven Development
Scrum Guide
Releases Using Lean
Advanced Roadmaps
Quality Assurance
PI Objectives
ScrumMaster Tales
SAFe
Engineering Practices
Artificial Intelligence
Lean and Agile Techniques
speed @ scale
Nexus
Entrepreneurial Operating System®
Agile Project Management
Continuous Integration
Agility
Presentation
Sprint Planning
Scrum and XP
Spotify
A Kanban System for Software Engineering
Agile Risk Management
ATDD
Self-organization
Lean Agile Leadership
Jira admin
ROI
Agile Techniques
Limiting Work in Progress
Development Value Streams
Hybrid Work
Agile India
RSA
Agile Testing Practices
Risk-aware Product Development
Large Scale Scrum
Sprint Iteration
Portfolio for Jira
Nexus vs SAFe
Manage Budget Creation
Agile in the Enterprise
IT Operations
Jira Plans
AI Artificial Intelligence
LeSS
Jira
GanttBan
Atlassian
Perfection Game
Kanban 101
Managing Risk on Agile Projects
Webinar
Principles of Lean-Agile Leadership
EOS®
What Is Kanban
Agile Israel
ART Success
Certification
Scrum Master Role
Daily Scrum
Built-In Quality
Effective Agile Retrospectives
ATDD vs. BDD
System Integration Environments
ALM Tools
Scrum Master
NIT
RTE
QA
Product Management
Lean-Agile Budgeting
Applying Agile Methodology
Reading List
An Appreciative Retrospective
Lean Startup
Lean Agile Basics
SPC
PI Planning
Implementing SAFe
Scrum
Value Streams
Lean Risk Management
Code
Agile Marketing
Agile for Embedded Systems
BDD
Continuous Deployment
AgileSparks
Agile Games and Exercises
agileisrael
Scrum Values
Managing Projects
Lean Budgeting
Agile Project
User stories
Achieve Business Agility
Nexus and Kanban
System Team
AgileSparks
Logo
Enable registration in settings - general

Contact Us

Request for additional information and prices

AgileSparks Newsletter

Subscribe to our newsletter, and stay updated on the latest Agile news and events

This website uses Cookies to provide a better experience
Shopping cart