Managing an Agile Marketing Team

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How do modern marketers stay ahead of the pack? By being Agile, by having the ability to quickly test new ideas, gather real-time data on their effectiveness and make rapid course corrections based on their success or failure.

Taking a leaf from the software development community, marketers are turning toward an Agile delivery approach, promoting transparency, inspection and adaptation. At Emerge, we use Scrum to organize our workflows and deliver qualitative results.

If you’re planning to transform the way you work and create your own Scrum Marketing team, this article is a great place to get started. We’ve listed the most important aspects to consider when first implementing this Agile methodology for marketing.

1. Getting team buy-in

If you’re in the tech industry, this can be easier because you already have a model - the software development team. But even if you’re not, your team can still appreciate the advantages of Agile and Scrum once you put them into marketing context.

The scene has already been set by inbound marketing practices that have enabled marketing teams to automate many processes, collect actionable data and monitor their performance. They have also been prepared by the fast changes happening in almost all industries around us, that prompted clients’ need for fast responses.

Scrum for marketing offers a useful structure that helps teams to reflect on and improve delivery and it emphasizes decision making from real-world results made easier by today’s data-driven marketing environment. And that’s what you need to present to your team, to get them on board.

2. Learning about Agile and Scrum

Together with your team, go through the basics of Scrum for Marketing. Encourage and recommend reading more on the subject and getting familiar with the terms and good case practices for this methodology.

Have open talks about what this new process can bring. Talk about transparency, team synergy and collaboration.

3. Experimenting and finding your rhythm

Eventually, you’ll want to get started already and that’s great. Put everything you’ve learned into practice and keep a close eye on how the team is handling it. There is bound to be some confusion at first but the key thing is to talk about everything. Make feedback a priority and keep improving the process until it’s in perfect sync with your team rhythm.

Make sure everyone is on board with how things are unfolding and encourage a collaborative working environment. Give as much freedom to your team members as possible; encourage them to come up with new initiatives and boost the team’s overall performance.

Have you started working with Scrum for Marketing already? What are some valuable tips you’d like to share with us?