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How to Run An MARKETING SPRINT
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This Guide Covers: Why Agile Marketing? How to Put Agility Into Practice How to Make an Agile Marketing Team Agile Marketing: All or Nothing?
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WHY AGILE MARKETING?
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Productivity & Efficiency “applying Agile methodology typically used in software development yields greater marketing effectiveness and efficiency.” 87% said their teams were more productive using Agile 93% said adopting Agile helped them improve speed to market
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Market Share Marketing departments who consider themselves agile are 3X more likely to significantly grow market share
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Happier Employees Employees working in agile environments report a greater overall sense of satisfaction and pride in their work. Less turnover, less drama. More marketing.
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GREAT… NOW WHAT?
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AGILE THEORY: EASY AGILE REALITY: HARD
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SCRUM 1.Time-boxed sprints 2.Sprint planning meetings 3.Daily standup meetings 4.Transparent, visible tracking 5.Sprint review & retrospective Common Agile Methodology: The Scrum method include 5 elements:
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Precise timeframes for achieving specific marketing objectives. Time-boxed Sprints
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2 – 6 weeks long Length can’t be changed once it starts Allow 10-20% of your time for unforeseen events Specific goals and a strict definition of “done” must be established before it starts Time-boxed Sprints
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Sprint Planning Start & end dates Team availability Goals & scope Done = ? Can we do what we’ve planned? Vote. Assign tasks and get going Laying the ground rules for the sprint:
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Daily Standup Meeting Meet everyday for 15 minutes ONLY. Only 3 topics: 1.What I did yesterday 2.What I will do today 3.Any blocks?
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Whether it’s a white board or fancy software, the team’s goals and progress should be totally transparent & highly visible. Visible Tracking System
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Review Review what you accomplished with your stakeholders. Show off a bit! Consider your process & how to improve it for the next sprint. Sprint & & Retrospective
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Creating an Agile Marketing Team
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Team members need diverse skills. Including:
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Create and test email campaigns Setup, engage and monitor social media Adjust website to test new messaging Write, edit, distribute content Work with online advertising campaigns Review and understand analytics & data
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Agile Marketing: All or Nothing
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Moving away from traditional marketing without a guiding system may make your team more responsive, but it will also create chaos. Lack of System = Chaos
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Go whole hog. To Maintain Sanity… Adopt the entire Scrum methodology. Go Agile!
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GET MORE AGILE. SUBSCRIBE TO MARKETERGIZMO. Our weekly newsletter, Excellence in Marketing, offers real world advice from agile marketers, along with digital marketing best practices. CLICK THE LINK TO SUBSCRIBE: www.marketergizmo.com/subscribe Go Agile!
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AUTHOR: Andrea Fryrear Content Marketer and Certified Scrum Master www.marketergizmo.com @MarketerGizmo
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