4 Steps for building greater agility in your marketing organization
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Agile Marketing
87% of your peers saw improved productivity among their teams following a transition to agile marketing techniques
To drive an agile marketing organization and stay competitive in a rapidly evolving marketplace, marketing leaders must:
- Develop a plan to adopt the right agile marketing approach
- Build a flexible team with broad skills across multiple areas of expertise
- Assess critical skills and align with external resources to fill any gaps
- Empower the organization with the right tools and technology to support collaboration
Download our four-step guide to drive agile marketing within your organization.
About Agile Marketing
In the ever-evolving marketing landscape, staying ahead means constantly refining your strategies. Agile principles have emerged as a transformative force for marketing operations leaders, offering a competitive edge by enhancing workflow flexibility and responsiveness. It's no wonder that 75% of marketing teams have already integrated agile techniques into their project planning and management.
Marketers embracing agile report significantly better outcomes. A striking 74% of agile adopters express satisfaction with their marketing department's work management, compared to only 58% of those using traditional methods. Agile is not just a trend; it's a proven path to success.
Agile Methods
While an Agile approach is the underlying philosophy about how work is done, Agile methods are the strategies that marketers use to realize the approach. Each method — the two most popular of which are Scrum and Kanban — includes several practices or tactics, such as sprints, that collectively form the method.
Kanban Method
Kanban is your go-to method for prioritizing tasks. By utilizing a visual board to track tasks from start to finish, Kanban enhances focus and boosts productivity, ensuring your team stays on track.
Scrum
Scrum propels project success by breaking down tasks into rapid, iterative cycles known as sprints. This method accelerates learning and development, allowing for quick adjustments and improvements.
Challenges to Adopting Agile Marketing
Transitioning to Agile can present challenges, such as resistance to change, skill gaps, stakeholder buy-in, and resource constraints. However, overcoming these obstacles is crucial for reaping the full benefits of Agile marketing.
Ready to transform your marketing strategy? Download the Gartner guide to learn how top marketing leaders build agile marketing organizations and excel in today's competitive business environment. Embrace Agile and watch your marketing efforts thrive!
Agile Marketing FAQs
What is agile marketing?
Agile Marketing is a flexible approach to managing marketing projects that uses frequent iterations to test and learn, enabling responsiveness to change. “Agile” refers to a range of specific approaches, methods and practices utilizing short work cycles to produce prototypes for testing and they evolve as customer needs change.
How is agile marketing different from traditional marketing?
While traditional marketing tends to have a more static and inside-out strategic focus, with ad hoc project prioritization, siloed accountability, and lower transparency, agile marketing offers a more customer-focused, adaptive, collaborative, and transparent approach.
What is agile thinking in marketing?
Going agile requires changes across the culture and in the working style of the marketing organization, including:
Building ownership and accountability in a more heavily matrixed and agile work environment
Shifting from a rigid organization structure to collaborative, cross-functional project teams
Empowering individual team members to take on a range of different roles aligned to project requirements