Why Marketing Should Go Agile
Marketing has changed more in the last five to seven years than at any other time during my career. The pace of change has quickened, there is more direct pressure for marketing to demonstrate its contribution to the bottom line, many more channels of communication are available to reach increasingly fragmented audiences, and all of this must be done with scarce and expensive talent and resources.
Despite all this change, many of the core processes of marketing remain unchanged. We still spend time writing thick marketing plans, constructing yearly budgets, launching big-bang ad campaigns and targeting broad audiences (instead of having conversations with people).
Some marketers, including myself, are taking a different approach—one based on agile development. Software developers faced a similar crisis in 2001. They were pressured to get more done with scarce resources, and to adapt rapidly to change. They responded with a set of principles and a methodology called agile development, and it has transformed software programming. I believe that we can apply many of the same principles and methods to marketing and transform our discipline.
What Is Agile Marketing?
Agile marketing is an iterative and experimental approach to marketing that values adaptability and responsiveness to change over long-term planning. It also values individuals and two-way marketing interactions, as well as collaboration among the various marketing disciplines. There are six core values of agile marketing.
Responding to change over following a plan. It’s not that agile marketers don’t do any planning; they do. However, they put a premium on adapting and responding to the marketplace through constant adjustments to their plans and priorities on a weekly or biweekly basis—rather than an annual or semiannual planning cycle.
Rapid iterations over big-bang campaigns. Few marketing campaigns can get it exactly right the first time, and there is also value in speed to market. Agile marketing recognizes this and values an iterative approach. It encourages marketers to try something out quickly and fine-tune it as they go, rather than putting all of their energies and dollars behind a big-bang campaign.
Testing and data over opinions. If you’re iterating, how do you know something is working or not working? Data makes the difference.
Individuals and interactions over one-size-fits-all. Agile marketers realize that there isn’t just a market for a product, but many individuals who make individual buying decisions. Buyers make their decisions as the result of conversations, not through traditional one-way advertising. Agile marketers seek to foster those conversations, and provide an individualized buying experience. Think of how Amazon customizes its recommendations to your unique purchase history;
this is an example of individuals and interactions.
Collaboration over silos and hierarchy. In this era of specialization, it is tempting to organize marketing departments around skill sets: PR, advertising, social media, etc. But to the buyer, the product or the company is the product or the company, regardless of the medium used for communication. Collaboration is necessary to ensure not only consistency of message, but also a user experience that is consistent and pleasing. Teams that collaborate also get more done.
Agile marketing is a mindset: Marketers who practice agile marketing put the customer experience at the center of everything they do. They focus on solving buyer problems and the buyer’s journey, not on selling and the sales cycle.
Lastly, agile marketing is about aligning marketing with the business and sales goals of the organization, getting stuff done quickly and documenting the results with transparency and accountability.
Planning for Change
How do you “plan for change”? How do you organize your marketing team to respond to new demands when you don’t know what those demands might be, or how you’ll address them?
The first step is to admit that your priorities will be in a state of constant change and to throw out those tools that give a false sense of security about the amount of control you have over that change. Throw out yearly marketing plans, yearly marketing budgets and rigid organizational charts. Instead, revise your priorities, including how you spend both your time and your budget, on a regular, frequent schedule: at least once per month, and if you’re really ambitious, once every two weeks.
Second, make it someone’s job to rapidly respond to changes and opportunities in the market. Depending on the size of your organization, create a team, assign a person or make it 50 percent of someone’s job to respond in real time (somewhere less than 24 hours, perhaps less than 4 hours) to particular kinds of opportunities such as competitive threats, newsjacking and brand-damaging events.
Scrum is a formal methodology that can help you revise your priorities. Agile marketers use it to manage their work, just as agile development teams use scrum to manage software development. It’s beyond the scope of this article to cover everything you need to know about scrum, and many of the readers of Pragmatic Marketer are very familiar with both agile and scrum. Instead, let me outline the basics of scrum, and discuss how scrum for marketing is somewhat different than scrum for software development.
Scrum starts with the marketing backlog, which is basically the list of all the potential activities that marketing could do. The marketing backlog can be seen as the “wish list,” although it should be cleaned up and prioritized over time.
Unlike scrum for agile software development, most marketers do not write user stories. Instead, they break tasks down into manageable chunks that are typically half a day to 1 week in size, describing what’s to be done, who the audience is, what the desired outcome is and how success will be measured.
At the sprint planning session, the marketing team meets with executive management and sales for 30-60 minutes to hear about the current business and sales priorities, adding any new items that come up into the marketing backlog. The team then prioritizes work off the marketing backlog, accepting enough work to fill the length of the sprint (usually 2-4 weeks of work).
Although scrum as practiced by developers requires assigning each item story points (a measure of the complexity of the task), I find that marketing teams tend to keep it simple, deciding for each task whether it is a half-day, full-day, half-week or full-week task. Anything that is bigger or longer than a week’s worth of work should be broken down into smaller tasks.
Once the team has 2-4 weeks’ worth of prioritized activities, they go to work. This 2-4 week period of getting things done is known as the sprint.
One of the most important rituals of scrum is known as the daily standup. Every day, or at least 3 times per week, the team meets for no more than 15 minutes. Each person on the team answers three questions:
- What work did I complete yesterday?
- What am I working on today?
- What issues, if any, are blocking me and preventing me from moving forward?
When the sprint is finished, the sprint review is held. Executive management and sales are invited, and the marketing team reviews the results of the sprint. For software developers, the sprint review is a time to demo working software. For marketers, new marketing materials are handed out or shown, new websites are demonstrated and the results of any mini-campaigns are shared. The sprint review provides a degree of accountability and transparency that is sometimes lacking in marketing. It answers the question, “What do you guys in marketing do anyway?”
The sprint retrospective is a short internal meeting of the marketing team to talk about what worked and what didn’t work during the last sprint. It allows for adjustments to the process and methodologies used by the team over time.
Who Is Practicing Agile Marketing?
Jascha Kaykas-Wolff is one of the early adopters of agile marketing. He has used the methodology at companies as diverse as Webtrends, Involver, MindJet and his current company, BitTorrents, where he is chief marketing officer. You can read some of his posts on agile marketing at marketingiteration.com. Jascha credits agile marketing with helping him to create an agile culture:
Agile processes and tools are actually install mechanisms for culture. By requesting people to work together in certain ways, track specific metrics and check in with each other at specified intervals, companies can put in place the building blocks for people to interact in positive, productive ways.
EMC is also an early adopter of agile marketing. You can read about their success with agile marketing at Scott Brinker’s Chief Marketing Technologist blog, www.chiefmartec.com as well as watch a video of David Quinn, EMC’s senior director of corporate marketing, presenting to the Agile Marketing Meetup group in Boston on YouTube.
Quinn credits agile marketing with changing how EMC launches new products and interacts with the business groups. It not only has helped the marketing team with time management (and eliminated those long “coordination” meetings), but also provided greater accountability and transparency.
Lastly, I should mention Frank Days, whose blog Tangyslice.com has been a source of inspiration for me. He has implemented agile marketing at Novell and Correlsense, and his approach to agile marketing is refreshingly pragmatic. He likes agile marketing because it helps him get better results, plain and simple.
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