Demystifying agile marketing
Everyone wants to be “agile” these days. Agile, in the marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating. At scale, a high-functioning agile marketing organization can run hundreds of campaigns simultaneously and multiple new ideas every week. Here’s how successful companies put together the teams and the capabilities to actually make it happen at scale. For more, read "Agile marketing: A step-by-step guide" (www.mckinsey.com/business-func...)
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The most effective agile practices that can be well-integrated into most marketing teams are: Transparent accountabilities, daily check-in meetings to see if we are on/off track and identify obstacles, and running experiments in 2 week sprints. Applying the software-specific principles of agile (war-room, 3x day checkins) might not work for many marketing teams, who are managing external production teams, flex-time employees, agencies and consultants. They do apply to the externally-facing revenue driven teams within marketing, and not to, eg. non-marketing internal comms.
@OlufemiOlajiga
3 жыл бұрын
100% agree. It's important to understand the problem you are trying to solve before implementing Agile as a solution. . In my experience, it's better to start with a "Problem Statement" and adopt Agile principles to the context of marketing.
That is an awful lot of meetings, lets talk and see where we are rather than doing.
Noooo !!! The role of the scrum master is NOT that! The scrum master ONLY makes sure everyone adheres to the scrum framework, and he or she will coach, mentor, facilitate and teach about the scrum framework! All the rest... is either the product owner or the team. The PO manages the product backlog and is in contact with the business/customer. The team decides how they will deliver. Nobody else. If not, you destroy the principle of a self-steering team.
@OlufemiOlajiga
3 жыл бұрын
The operating model of Scrum in the context of marketing is totally different from IT software teams. The Scrum Master or product owner role is optional and dependent on team size, structure, and dependencies. It's important to highlight an agnostic approach.
@JRTube71
3 жыл бұрын
@@OlufemiOlajiga if we speak about scrum, these roles are not optional, no matter the context. You can choose to do something scrummish or create your own form of agility, which is fine by the way, but don't call it scrum, because it isn't. I should clarify that I am agnostic when it comes to agility. I rarely ever use a specific framework exclusively. But scrum is what it is, and not something else.
@OlufemiOlajiga
3 жыл бұрын
@@JRTube71 Scrum from the original 1986 article or the refined version?
This is way off. Meeting overkill.