Agile Marketing

Hallmark 3: Teamwork, Not Silos


Each agile project usually takes just a couple of weeks. So, no more proposals to do 50 videos. Let’s do two of them and see how well they work.

At the start of the two week period, sometimes called an iteration or a sprint, the business goals are negotiated with the implementers to agree on what will be completed. Rather than choosing a big goal that takes months, you’re forced to choose something manageable.

Two weeks goes fast, so there is no time to delay. Standup status meetings are held every day to assess progress, but they are blessedly short—usually 15 minutes. During that meeting, each team member briefly gets the floor to answer three questions:


1.) What did you accomplish yesterday?
2.) What are you going to accomplish today?
3.) Is there anything blocking you?





The first two questions are important to communicate progress and plans, but the third question might be the most important because those in charge must break that logjam. The powers-that-be, are responsible to remove the blockers, so that the team can continue toward their two-week goal.

Sometimes, the team just can’t meet their commitment, but instead of taking longer than two weeks, they scale back what they can do and they complete something useful in those couple of weeks. There’s no such thing as a project coming in late, but it can come in light—missing something that was promised.

At the end of the two weeks, the team demonstrates working deliverables—it has to do what it was committed to do. It can’t be a prototype or a test—it must be usable in real marketing. If it is a campaign, it must be ready to run. If it is a website, it must actually work.

After the sprint ends, the team convenes to discuss what worked and what didn’t work, so that they can try to improve their work processes. Over time, the team learns to trust each other and rely on each other—but also to work together to improve.

Up NEXT, use the Reflect section to review what you’ve learned in this unit. Once you’ve finished the assessment, click DONE to navigate to the Units Page. From there, select ‘Unit 8–Why Is Speed of Change So Important?’ to continue.