Agile Marketing

Hallmark 3: Teamwork, Not Silos

How Does an Agile Team Work?

If you are accustomed to each team working inside its own department—marketing, sales, IT, etc.—then agile teamwork might be a shock for you at first. Your agile team comes together as one organization—one or more members from each area.

But you are a team in more than name only–you must work as a team. No more finger-pointing at IT or sales or anyone else. Everyone contributes ideas, and everyone is responsible for success or failure.

This is not a spectator sport, however. You must favor action over debate. If your normal frame of mind is, “Don’t just do something, stand there!” then you might keep yourself safe politically in a large organization, but you aren’t very effective. Agile marketing requires that you try things.

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And you must keep score. You need metrics as your feedback loop. The major way to silence debate is with the voice of the customer. If you can tie marketing all the way through to a sale, that’s great, but even metrics based on impressions or clickthrough rates are better than nothing. Use them to make decisions.

Up NEXT, how to implement an agile marketing sprint.