With an agile process, you create better synergy and achieve better results. And there is even a side benefit. You achieve better collaboration and learning across channels.
Say what! – Yes, in fact. This is how you do it!
Benefit from the IT department
The inspiration is taken directly from the IT department, where an iterative process is often the way to work through complex projects. The advantage is achieved by working in small steps – small sprints. Taking a starting point in a context so that everyone on the team plays together at the same time. It is difficult to define what needs to be done and to prioritize the scope of the tasks when you just have to start it all up.
But the benefits are seen quickly. Despite start-up difficulties, close collaboration across disciplines is imminent. A flow of tasks, where everyone lifts their share with each of their competencies. The same benefits can be achieved and used in Marketing.
How the agile process can work in Marketing
In the marketing departments where I have worked, tasks have been divided into specialists, in order to better handle a complex world of opportunities to reach the target group.
There were those who took care of the graphics. Those who worked with the Social Meder. Those who work with events. Those who worked with email communication. Those who were in charge of the website and those who worked with SEO, those who worked with advertising, and so on and so forth.
As a different production line, tasks were assigned between each. Everyone had their own agenda and everyone had their own responsibilities.
wh deWorking towards a common goal
What we were really working towards was generating more members. But that was never the direct goal nor what we shared.
As a digital marketing manager, I could therefore stand with my own goals and work alongside my colleagues without having a common goal.
In other words, our interests were not common. We work in the same department and had the same boss. But the plans to work together and be creative were often far off the agenda on Mondays when we meet around the table.
But we wanted it differently. We wanted to be more creative. Achieve synergies. Work together as a team and have fun at our workplace.
I was given the responsibility to create that synergy. But inspiration and experience taken from agile development projects, I put together a team that would work iteratively.
The goal for all of us was to learn from each other, learn from our customers, and create better campaigns for more members.
Here’s how we did it:
- Brief presentation based on ‘look and feel’
The goal is described. There is a clear direction for what we were to achieve and by what means.
Budget and time frame
Agreed budget as well as a specified time frame for when we should stop and decide on the further process.
Involvement of all team members for understanding brief, purpose, and framework. Hence an agreement on who lifts and who does what is based on their specialty.
- Daily meetings
Short collection – just 15 minutes, where we each meet to tell about the ‘experiences’ we had and what we thought the next step should be.
- Shared Status report
We constantly measured what the effect was. And therefore it was possible to constantly follow up on what the next move should be at the same time as the results ticked in.
As we repeated steps 3-4-5, we experienced a closer relationship and understanding of each other’s abilities and skills. We learned a lot more about our customers and about how we should communicate this very message.
Our experience in working agile
The persons that we had defined from the first meeting developed continuously and became much more concrete. They were used and disseminated on different channels and we got a much better understanding of what it took to get the message out and which channels were best suited for different initiatives.
We had a lot of fun! and we learned so much from each other across specialties. Even if it sometimes was a bit confusion about responsibilities. But along the way, we had an impact on each other and for the understanding of how we could work together in the future.
The management was also really happy. Because they got good results from our work – and in fact, I think the customers were happy too. For it was a long time since anyone had listened.
I will forever remember the ad that I thought was the best. But that failed miserably. Customers wanted a different story and misunderstood our message.
I will always remember the sales department who surprised me with insight and knowledge when they talked to the customers and who we took further in the development of our campaign.
I will forever remember our creative SoMe manager who embraced the characters and helped develop better communication. Initiatives that spread to Google Ads and to the newsletters.
A unique collaboration was created and a very special unit in marketing.
Thank you for your cooperation.
CMOs are evolving their teams through increased centralization, more functional alignment and continued exploration of agile marketing practices. These changes are helping build more scalable, flexible and resilient marketing organizations
Got any questions?
Don’t hesitate to reach out, we won’t shoot!
(although we do love a good Nerf war once in a while)