3 Types of People in Marketing Who Should Use Agile in Their Business

Jun 21, 2021 4 min read
3 Types of People in Marketing Who Should Use Agile in Their Business

Are you using Agile in your business? Agile methodology was first developed to aid software development teams in project management and has since evolved to be used in almost all aspects of business, including marketing.

For each marketing project, aka epic that needs to be completed, someone has to step forward to be the leader, aka the product owner of that project.

Agile teams and team members communicate often. It’s most common for teams to work on projects aka sprints for 1 or 2 weeks at a time. To stay on task in the development process of this project/sprint, daily meetings, aka daily scrums are the agile approach to task management.

As we are a team of marketers ourselves here at Agile Marketing Network, we don’t just use agile in our marketing, we are agile in our businesses.

Team members holding post it notes in a project meeting
Agile Marketing in Your Business

The Agile Manifesto

The Values:

  • Individuals and interactions over processes and tools
  • Working software over comprehensive documentation
  • Customer collaboration over contract negotiation
  • Responding to change over following a plan
The 12 Principles | Agile Manifesto

The 12 guiding principles behind the Agile Manifesto

  1. Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.
  2. Welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage.
  3. Deliver working software frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale.
  4. Business people and developers must work together daily throughout the project.
  5. Build projects around motivated individuals. Give them the environment and support they need, and trust them to get the job done.
  6. The most efficient and effective method of conveying information to and within a development team is face-to-face conversation.
  7. Working software is the primary measure of progress.
  8. Agile processes promote sustainable development. The sponsors, developers, and users should be able to maintain a constant pace indefinitely.
  9. Continuous attention to technical excellence and good design enhances agility.
  10. Simplicity--the art of maximizing the amount of work not done--is essential.
  11. The best architectures, requirements, and designs emerge from self-organizing teams.
  12. At regular intervals, the team reflects on how to become more effective, then tunes and adjusts its behavior accordingly.

Let’s look at how most companies organize teams and who in marketing could benefit from transforming their marketing projects into high quality agile projects, based on what we find in the agile manifesto.

3 Types of People in Marketing Who Should Use Agile

Team Leaders

Team leaders who collaborate with other departments and business units as a cross functional team greatly benefit from using agile development methods.

The value from the Agile Manifesto mentioned above that brings this forward is
“Individuals and interactions over processes and tools”

The most important job of the Team Leader in marketing is that individuals and interactions are not lost. We at the Agile Marketing network call this Mindset of Matter.

No matter what tools you use, you can BE agile!

Marketing Managers

It’s important for managers who work with clients to understand the value of “Customer collaboration over contract negotiation”

Marketing Managers should work in close contact with customers. The value of user stories can not be ignored.

Being Agile means to listen and work with customers and being able to pivot and change directions when needed, even if that means going above and beyond and certainly out of the box if trends say to do it!

Freelancers

2021 is the year freelancers get to experience and use Agile, too.
The Agile Marketing Manifesto stated its values as:

  1. Validated learning over opinions and conventions
  2. Customer focused collaboration over silos and hierarchy
  3. Adaptive and iterative campaigns over Big-Band campaigns
  4. The process of customers discovery over static prediction
  5. Flexible vs rigid planning
  6. Responding to change over following a plan
  7. Many small experiments over a few large bets

While freelancers don’t LEAD a team, nothing says freelancers can’t be MEMBERS of TEAMS!

Our mission at The Agile Marketing Network is to show how freelancers and other small teams can use agile methodology in their marketing and business despite the lack of a multitude of team members.

The Agile Learning Community!

How and where can you learn more about agile, agile methodology, agile for small teams, agile for freelancers and agile for teams of one?


Agile Learning Glossary

In this article, we've used some agile terminology. So to help you out with their meanings we have listed them below to help you out. 🤗

Epic
An epic is a body of work or project that can be broken down into specific tasks based on the needs of customers or end-users. Epics are an important practice for agile. An example of an epic in marketing includes a blog article like this one.

Product Owner
The product owner is a member of the Agile Team responsible for defining tasks and prioritizing the team backlog (the ‘to do list as you will) to streamline the execution of priorities within the team.

Daily Scrum
The daily scrum, also called the ‘standup meeting’ is a short meeting designed to let the team plan out its work for the day and identify any obstacles that could impact that work. Most teams hold these meetings in the morning and limit them to 10 or 15 minutes.

Sprint
A sprint is a defined, short period of time when a team works to complete a set amount of work. Sprints are at the very heart of scrum and agile methodologies, and getting sprints right will help your agile marketing team create better content, faster.

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