Reaching The Tipping Point For Agile Marketing

Facebook
Twitter
LinkedIn
Pinterest
WhatsApp

8 Triggers That Get Marketing Leaders From Awareness To Activation

The Need For An Agile Marketing Transformation

Marketers or junior marketing leaders can implement Agile Marketing at the team level bottom up or in islands in the organization. This approach can achieve some improvement but typically stalls at some point. Real marketing agility requires a transformative change in processes, policies, mindset, and maybe even the type of leaders. This is a bigger lift obviously. While most of the marketing organizations we see score pretty high on the “do they need Agile Marketing?” scale, Only some of them would agree that that’s indeed what they need, and even a smaller set goes and does something about it. While many marketing leaders agree with Agile Marketing at the concept level, They need a strong trigger before they take action on it. (To use “customer journey” language – most marketing leaders aren’t even in the awareness stage, but even those that are, need a trigger to move towards acquisition and activation…) So let’s look at a couple of common triggers that stand a chance to flip a marketing leader across the tipping point:

New Marketing Leadership

One very common trigger for any change is when new leadership comes in and takes a fresh look at things. Agile Marketing might come about as a result of concerns about the competency of the marketing organization or a desire to modernize how marketing works. Poor marketing campaign results or dissatisfaction from business leaders are a common reason marketing leadership gets replaced in the first place. The new leader coming in hears things like “We don’t know what the marketing organization has been wasting its time on” or “They don’t speak our language, confuse us with marketing metrics we don’t care about.”  Another situation is when a new marketing leader is brought in to help scale the marketing organization and realizes that the current structure/process is unscalable, bottlenecked, slow, and reliant on a few “heroes.”

Innovation / Customer Experience

As marketing leaders take on more and more responsibility for the whole customer experience and specifically the whole digital experience, they realize their current slow/siloed approaches are unfit for the pace of innovation and learning needed to “nail” the right customer experience. Marketing wants to be able to close a fast learning loop and run mini “innovation labs” as part of the wider marketing organization not just the “cool kids” in the corporate innovation lab.

We Tried Agile and Failed

Many people try Agile Marketing in the small by mapping directly from the Agile Development. They send a few individuals to agile training (e.g. a Scrum Master class) or ask some coaches from the development side to help them out. Then a few weeks/months later they’re so confused and struggling that they either throw it away (Which is a shame but isn’t a trigger for a real agile transformation…) or they realize they need to look the things in a deeper more holistic and pragmatic manner. 

Need to Scale Agile beyond a few small experiments

Similar to trying and failing, but these organizations tried some small agile experiments and understand they need to look at it differently now that they want to scale it further.

Drowning in work

That is especially popular with middle managers that are trying to make ends meet with more and more workload and the same (or in some cases even fewer) people.

Alignment with the Development/IT/Technology side of the house

As Dev/IT/Technology organizations move to Agile/DevOps approaches, Many marketing leaders feel the need to align their language, process, and cadence with the way their peers are working and talking. 

Revamping the Marketing Technology Stack

As marketing organizations try to build a modernized marketing technology stack many of them are realizing that they need an effective adaptive process to help deal with these complex projects. Since much of a marketing technology stack improvement project includes technology/development work it makes sense to everyone to use an agile approach to it. This then cuts across to some of the marketing-style work that is associated with the new technology stack, which in many cases brings about a wider discussion about an agile operating system for marketing.

Implementing a new marketing approach – e.g. Social Selling, Content Marketing, Account Based Everything

Trying a new approach to marketing involves a lot of uncertainty and complexity and collaboration across silos. Smart marketing leaders connect the dots and realize Agile Marketing is the right approach for figuring out how to effectively do Content Marketing, Social Selling, Account Based Everything, or whatever new thing you’re trying.
Subscribe for Email Updates:

Categories:

Tags:

Jira admin
Applying Agile Methodology
Risk Management in Kanban
Lean Agile
Webinar
Introduction to Test Driven Development
Agile for Embedded Systems
Development Value Streams
Certified SAFe
TDD
Agile Exercises
Agile Games and Exercises
Program Increment
Risk Management on Agile Projects
Scrum Guide
Sprint Iteration
Value Streams
Agile Israel Events
Presentation
Tips
Systems Thinking
Agility
Manage Budget Creation
Nexus and SAFe
POPM
Kaizen
ARTs
PI Planning
Team Flow
Kanban Basics
Planning
ATDD vs. BDD
Portfolio for Jira
Lean Startup
Continuous Delivery
Nexus vs SAFe
Agile Delivery
Code
Games and Exercises
A Kanban System for Software Engineering
LAB
predictability
WIP
ALM Tools
Confluence
Agile Outsourcing
Acceptance Test-Driven Development
Nexus
Agile Community
Certification
Atlassian
chatgpt
Agile India
Test Driven Development
Entrepreneurial Operating System®
Software Development Estimation
Perfection Game
Agile Product Development
Agile Mindset
Effective Agile Retrospectives
Continuous Improvement
Agile and DevOps Journey
LeSS
Managing Risk on Agile Projects
Scrum Master Role
Large Scale Scrum
Advanced Roadmaps
System Team
Lean Budgeting
Iterative Incremental Development
Product Ownership
Continuous Deployment
Retrospectives
The Kanban Method
Quality Assurance
Lean Agile Organization
Covid19
Agile Israel
Spotify
Coaching Agile Teams
Continuous Integration
Implementation of Lean and Agile
Kanban Game
Professional Scrum Master
AI Artificial Intelligence
Scrum Primer
Rovo
Releases Using Lean
Lean and Agile Principles and Practices
Tools
Nexus and Kanban
SAFe
SPC
Lean Agile Management
Scrum and XP
Daily Scrum
GanttBan
Kanban 101
Product Management
Enterprise DevOps
Legacy Code
Business Agility
System Archetypes
Self-organization
Professional Scrum Product Owner
Lean Agile Basics
Agile Basics
Scrum With Kanban
Scrum
Agile Games
Agile in the Enterprise
IT Operations
RTE
Sprint Retrospectives
Operational Value Stream
QA
Kanban Kickstart Example
Rapid RTC
An Appreciative Retrospective
RSA
Agile
Agile Techniques
Risk-aware Product Development
BDD
Legacy Enterprise
Agile Development
Principles of Lean-Agile Leadership
Atlaassian
agileisrael
PI Objectives
Frameworks
Introduction to ATDD
System Integration Environments
Engineering Practices
Professional Scrum with Kanban
Agile Product Ownership
User stories
Lean Agile Leadership
Nexus Integration Team
Agile Contracts Best Practices
Amdocs
Managing Projects
What Is Kanban
Built-In Quality
Artificial Intelligence
Lean and Agile Techniques
transformation
Lean Risk Management
Jira
AgileSparks
ScrumMaster Tales
SAFe Release Planning
RTE Role
Hybrid Work
Scrum Master
Lean-Agile Budgeting
Continuous Planning
The Agile Coach
ROI
Agile Release Planning
Scaled Agile Framework
Limiting Work in Progress
Scrum Values
speed @ scale
AI
Lean Software Development
ART Success
Sprint Planning
Story Slicing
Release Train Engineer
Kaizen Workshop
NIT
Implementing SAFe
Achieve Business Agility
Jira Plans
Agile Testing Practices
EOS®
speed at scale
Elastic Leadership
Agile Marketing
Scrum.org
Video
Agile Project Management
DevOps
Keith Sawyer
SA
Process Improvement
Agile Program
lean agile change management
Slides
Agile Project
SAFe DevOps
Accelerate Value Delivery At Scale
Agile Risk Management
Software Development
LPM
ATDD
Jira Cloud
Lean-Agile Software Development
Reading List
Pomodoro Technique
Kanban
Agile Assembly Architecture
Agile Release Management
AgileSparks
Logo
Enable registration in settings - general

Contact Us

Request for additional information and prices

AgileSparks Newsletter

Subscribe to our newsletter, and stay updated on the latest Agile news and events

This website uses Cookies to provide a better experience
Shopping cart