What we then did in the quarterly planning meeting was to quickly introduce this concept and then run a quick finger-vote check for each dimension asking the group where they think they were in the journey between “Not/Barely Started” to “Crushing it consistently” (Scale inspired by Mike Burrows’s AgendaShift).

BTW We initially planned to survey the group about each specific question in the survey but we sensed it was a bit too much for a Friday afternoon. Surveying for the dimensions while giving some color to what they mean by reading some of the specific criteria turned out to be a quick and valuable compromise.

After establishing where we thought we were, we asked ourselves which areas do we feel were the biggest gaps for us. This drove a fascinating discussion about how our planning process should look like, how it should balance the long-lead-time needs of marketing organizations with keeping options open and deferring commitment.

Despite the Friday afternoon “death slot” standing between the marketers and their flight homes (or drive up to the mountain to go skiing…), the discussion was lively and heated. Which was a good sign.

Get the assessment questions here – agile-marketing-depth-assessment1