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By Hristijan Sion Nikolovski


Agile Marketing Blog Series – Part 2: Creating an Agile Team 

Harnessing the power of Agile

In today’s fast-paced, digitally-driven world, companies are constantly striving to improve their marketing strategies and deliver value to their customers faster – and more and more of them are turning to Agile to make that happen.  

Agile is a methodology that allows teams to manage and improve their work in a way that delivers value to customers faster and with less hassle. In marketing terms, the Agile approach requires a strategic vision to execute and measure short, medium, or long-term plans and campaigns. 

The COVID-19 pandemic has accelerated the pace of this innovative marketing approach, and those who have successfully adapted to it with pace and accuracy are already enjoying its benefits. On the other hand, those who remain trapped in the traditional mindset risk being left behind.  

So, how can these companies play catch up and finally harness the power of Agile? 

The A(gile) Team in Action

The first step is creating an Agile team, one that’s collaborative, cross-functional and values open communication and trust amongst team members. An Agile team pushes each project through multiple stages that are administered through open communication and transparency, with weekly calls and daily stand-ups being crucial to well-organized and prepared tasks. 

Agile teams also rely heavily on collaboration software tools to break up work into teams. Collaboration and adaptation are done through numerous pieces of training and help from senior team members. Most importantly, the reliance, assurance, and confidence in team members are what makes the result effective and productive, ultimately leading to quantifiable success. 

One of the defining characteristics of Agile is that it allows the whole team to have a say in how the work is done. While there is usually a project lead or product owner who manages the delivered work, an Agile team is free to self-organize around sub-projects and assignments. This approach is not determined by a set of ceremonies or specific techniques, but rather by a dedication to a specific methodology, regular feedback cycles, and constant improvement. 

While implementing Agile can be challenging, every company can start – and quickly reap the rewards. It can be helpful to have customers who are also using Agile, but even if they’re not, there are ways to help them lean into the process by demonstrating the benefits within your own company. 

Every Agile implementation can be different, but there are some key characteristics that they share. If any of these are missing after the implementation of the new Agile process, your team may not be as Agile as you initially thought.  

The biggest virtue of Agile is the ability to adapt to change, so elements like respect, collaboration, improvement, and learning cycles are essential for every Agile marketer to possess in order to have a better approach to projects and the workflow itself. 

Marketing’s New Normal 

In the world of marketing, traditional hierarchical structures are being challenged. Instead of rigid management styles, Agile marketing departments are taking over. The focus of this approach is on collaboration and achieving results, rather than solely focusing on revenue. 

The Agile marketing department is made up of a team of individuals who work together as a cohesive unit. The primary goal is to help the team succeed, and this is done by pooling everyone’s skills and expertise. Unlike traditional management roles, the Agile team doesn’t rely on a top-down approach. Instead, every member is encouraged to contribute their unique talents to the group. 

The Agile approach emphasizes the importance of being a small, self-sufficient, and speedy unit. This means that the team can work more efficiently and productively. When everyone is specialized and engaged in the projects they are working on, they are happier, and there is more transparency in the team’s operations. 

Another key benefit of the Agile approach is flexibility. The team can adapt to changing circumstances and respond quickly to new challenges. They are always looking for new ways to improve and are willing to pivot when necessary. This results-driven approach allows them to run tests, measure the results, and invest in what works while learning from what doesn’t. 

One of the core principles of the Agile approach is data-driven decision-making. The team relies on empirical evidence to know how and if their experiments were successful. Everything they do is measured, and this data is used to make better decisions. This means that the team is continually learning and improving, which helps them stay competitive. 

In conclusion, the Agile approach to marketing is transforming the industry. By creating a collaborative, results-driven team that is flexible and data-driven, businesses can evolve in tandem – and achieve rapid ROI in the process – as they create new, high-performing teams that are happy, productive, and continually improving.  

This has been part two in our five-part series on Agile Marketing. If you’re interested in embracing Agile and the benefits it offers your people, profits and customers, join us for part three, where we’ll explore common challenges and how to overcome them on your journey to Agile.