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Agile Marketing

What Is Agile Marketing?

Agile Marketing Resources

Agile Marketing helps marketing organizations become faster, more flexible/responsive, and more collaborative in order to be better tuned to the business they’re supporting.

Inspired by the more general Agile approach, Agile Marketing describes a mindset of continuous learning and validation, customer-focused collaboration across functional silos, adaptive and iterative campaigns, and more responsive/continuous planning – all as a way to deal more effectively with uncertainty and complexity.

Agile Marketing teams use techniques such as Scrum to work in an iterative cadence and Kanban to visualize and improve the flow of work. Larger marketing organizations use approaches such as SAFe (Scaled Agile Framework) to align and collaborate across teams of agile teams.

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Agile Marketing

Agile Marketing at Scale

How can large, traditional marketing organizations – those that rely on functional departments, and annual marketing plans/budgets hope to keep up? We believe the answers lie in an Agile approach. This is an introduction to the Agile Marketing approach interweaved with the story of introducing it at CA Technologies Corporate Marketing.

Presented by Yuval Yeret – Agile Marketing practice lead at AgileSparks – at the Midwest Digital Marketing Conference in March 2018.

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Agile Marketing

User Stories don’t belong in the Marketing Backlog

Marketing Backlogs in the Trenches

Last week I facilitated a 2-day Agile Marketing workshop for one of my clients. As usual, the discussion about the Marketing Backlog and how to move from a big-bang marketing campaign to a more iterative approach via smaller slices of stories was one of the highlights.

As usual, I introduce the concept of User Stories which are the most popular way to represent Product Backlog Items (PBIs) in the Agile world and are also very popular in the Agile Marketing space. We looked at some awful examples of stories, such as “As a marketer, I want to install Drift on my site” or “As a user, I want to see a webinar” and then moved to stories that provide more insights about a real user (e.g. “As a VP Marketing focused on Demand Generation”) and their intent (e.g. “so that I could get more demand generated from people who hate forms and lead magnet registration-walls”)

We then broke out into multiple teams each taking an actual campaign/project they’re planning for 2019 and creating the Marketing Backlog for it.

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Agile Marketing

SAFe for Agile Marketing Guidance Article

Scaling Agile Marketing With SAFe – Overview

More and more Marketing organizations are realizing today that they need to be faster, more flexible/responsive, and more collaborative, in order to have a real impact on the business they’re supporting. More and more CMOs are looking at Agile Marketing as the way to modernize their organization.

Inspired by Agile Development, Agile Marketing describes a mindset of continuous learning and validation, customer-focused collaboration across functional silos, adaptive and iterative campaigns, and more responsive/continuous planning. Similar to development organizations, Agile Marketing teams use techniques such as Scrum to work in an iterative cadence, and such as Kanban to visualize and improve the flow of work.

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Agile Marketing

Video of Agile Marketing at Scale talk at Midwest Digital Marketing Conference

As part of our belief that Agile should span more than just the product development/IT department and can actually benefit other areas of the organization, we spend our time practicing and evangelizing Agile in other areas in the organization. Marketing is one of these areas. I recently gave a talk at the Midwest Digital Marketing conference introducing Agile Marketing and telling the story of how we helped introduce it at CA Technologies.

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Agile Marketing

The Scaled Agile Marketing Series

Introduction to the Scaled Agile Marketing Series

More and more Marketing organizations realize they need to be faster, more flexible/responsive, and more collaborative to have a real impact on the business they’re supporting. More and more marketing leaders believe Agile Marketing is how to modernize their organization. Scaled Agile Marketing talks about applying Agile Marketing principles beyond one team and beyond the green fields of the unicorn internet company – in larger marketing organizations that face barriers like marketing to businesses rather than consumers and working not just in the online/digital realm but also the physical world. 

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Agile Marketing

Scaled Agile Marketing Flow with Kanban

In the previous article, I mapped out the essentials of applying SAFe™ (The Scaled Agile Framework) to a marketing context and ended with a cliffhanger. As you can guess from the title of this article, what I feel is missing from the list of essential SAFe elements is Flow and Kanban, which IS an important part of SAFe. In this article, I will focus on the key Flow/Kanban elements that are essential to succeeding with Agile Marketing at scale in my view. These elements don’t have to be implemented as part of SAFe by the way. Some organizations implement them on their own. 

What do we mean when we say effective marketing flow

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Agile Marketing

Scaled Agile Marketing using SAFe – The Essentials

Focusing on SAFe™

In the previous article in the Scaled Agile Marketing series, I provided an overview of how Scaled Agile Marketing looks like. This time around I want to provide some more details on one of the approaches I mentioned for implementing Scaled Agile Marketing – the Scaled Agile Framework (SAFe™).

Why SAFe? First of all, it is the most popular scaling approach these days and so many marketers will find themselves in organizations where SAFe is actually used in IT/Technology and the option of using it in Marketing as well will come up. As a result of that, it is also the scaling framework I’ve actually had a chance to use in a marketing context with good results.

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Agile Marketing

Scaled Agile Marketing – An Overview

What does Scaled Agile Marketing mean?

So, assuming you’re thinking Agile Marketing can help you with some of your marketing challenges and there’s a good opportunity to do something about it right now, and there are some reasons you think you need to consider some scaling aspects, let’s try to see what scaled agile marketing looks like.

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