Agile Organization

Agile Marketing Strategy: Key to Best Deliver Customer Value

The current digital landscape weighs marketers to remain adaptive to constant transformations and trends. To bring best customer experience, provide value, and ensure effective campaigns, marketers need to adopt Agile Methodology. Scrutinizing B2B database is no longer beneficial to market a new product or service.

In this article at Marketing Profs, Johanna Rivard explains that Agile marketing is the best way to improve the predictability, transparency, and responsiveness to change a marketing division in the organization.

Critical to Success

The core Agile marketing values of ability to respond to changes, emphasis on data-driven decisions, collaboration over hierarchy, and rapid reactions can drive growth and development. They also help in bringing the best customer experience. These are some essential steps marketers need to consider while integrating and implementing Agile marketing in the organization:

  1. Team Prep-up: Form a team of skilled marketers with expertise in a specific direction. Also, ensure that each team member has a clear understanding of what they want to accomplish with the Agile initiatives. This may include achieving a specific customer experience or improve the current market, etc. Moreover, it is essential to gain complete support of the higher authorities before switching to a new Agile marketing strategy.
  2. Plan Your Sprint: Instead of following conventional lengthy marketing strategies, Agile eases the process with small bursts, known as sprints. As per the Agile methodology, carefully plan and define sprints to the teams and set exact timeframes for each. Also, let the team members choose and tackle the sprints and take responsibilities to deliver the best outcome.
  3. Scrum it up: In the project management process for sprints, daily standups or scrums are designed to increase team alignment and communication within the organization. Daily scrums break each sprint into a small and much manageable duration to help the team determine more efficient workflow.
  4. Review & Retrospective: In Agile marketing, sprint review and retrospective are two separate meetings. In the sprint review, each individual involved in planning the sprint is reviewed to know the success or failure of the sprints and to address issues, if any. While in the sprint retrospective, sprint planners and team members together determine what went well and which area needs improvement.

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