Agile brings project management concepts to marketing

Agile is gradually entering the marketing market.

The concept of agile marketing is not new, but it is gradually spreading as a true option for marketing teams. But what type of organization would benefit most from implementing agile marketing?

“If your team or organization is struggling with long project cycles, limited learning, and personalization options, flexibility may be the answer,”, senior manager of strategic customer success at Wrike, a project management team in software vendors. “Agile is a flexible methodology that can be used for any major project in any industry, market or business.”

The ability to adapt quickly and easily to changing priorities is why agile marketing makes sense in this time of uncertainty. The agile method and associated tools increase productivity and provide a better overview of the daily routine, with one major advantage: creating a more efficient project management process.

“Marketing teams need tools that enable us to change the course of the project as needed,”, senior manager of marketing and event design at Wrike. “No software can handle the process for you, but as a project manager you can change best practices and scale projects by repeating best practices.”

Agile brings project management to market

Although agile marketing has its roots in the software development industry 20 years ago, over time it has been adapted by project managers for all roles due to its ability to identify and resolve potential barriers.

“Today, Agile is used a lot more than software teams,”. “[Agile has the ability to get immediate feedback without sacrificing the development cycle or pace of the project. It is useful for projects with specific delivery dates.”

When implementing a simple implementation in a marketing department, tasks within the project can be prioritized and departments can focus strictly on the essential components of the project. Short daily meetings and custom workflows and dashboards make the project fully visible to internal and external stakeholders to help transparently.

Agile marketing also enables employees to easily enter new positions, such as project management, project coordinator, and other project-related functions, without prior participation. As an event manager, whose workload was suddenly reduced by the personal cancellation of events, Ratajewska Wrike accepted responsibility.

Communication must be centralized and shared

Agile marketing enables teams to achieve ambitious growth goals. The key is the constant and centralized communication that the agile method requires. And of course, centralized communication is ideal for the culture of working remotely, which seems to be a long-term factor in business. Workflows for incoming requests and approvals are an important part of internal communication that makes the agile method effective. It is balanced with duration status lists for tasks within the project to isolate tasks that are not advanced and thus slow down the completion process.

Another good practice of internal communication in the agile method is the unique transfer of information, mainly through generated team meetings, instead of each team member storing their own relevant information. This allows for quick duplication of a project structure for future use, making project management much easier for marketers and their teams.

“The expectations of the marketing teams remain unchanged,”. “Cooperation will always be necessary for us to work together as a team and maintain clear communication.”

Who uses Agile project management?

Agile project management, originally related to software development, has become a popular alternative to basic work. Over the years, professionals working in disciplines such as financial services, IT, human resources, and marketing have taken over Agile project management to help them achieve business goals and milestones.

Agile marketing project management in particular is an approach that marketing teams (or multi-purpose teams) use to deliver faster value through an iterative process with a focus on continuous improvement. Provide services to these teams:

Solve complex problems

Provide customers with a continuous flow of value Encourage innovation so that organizations can keep up with the competition Agile project management is currently winning an advertising campaign in marketing. According to AgileSherpas’ third annual report, AgileSherpas said that 42% of the 637 marketers surveyed admit to using at least part of the Agile business management approach. It was also the first time that different marketers in the report were identified as Agile professionals, as ad hoc or traditional marketers.

We can assume that running an agile marketing project is a long-term approach. One reason is that it enables organizations to adapt to ever-changing trends and to bring content and concepts to the public faster. Most importantly, marketers realize its benefits.

Principles of Agile

The principles of Agile are known as the 12 guiding principles of Agile. These principles are:

Customer satisfaction through fast and continuous deliveries has the highest priority

Accept the change, even in the final phase of the project, and use it to gain a competitive advantage

Offer regular work, from a few weeks to a few months, and prefer shorter feedback cycles

Team and business leaders who coordinate daily during the project

Motivate projects around people and give them the necessary support to progress with the project

To send information to teams via personal communication (during video calls or in-person)

Measure progress on achievable results

Facilitate sustainable progress where teams learn to maintain a steady pace

Prioritize technical excellence and an excellent product to increase mobility

Reduce the amount of unnecessary work (simplicity is essential)

Realize that the best work comes from self-organized teams

Ask teams to think regularly about how to be more effective and efficient and adjust their strategies accordingly

Functions of the agile project management team

Agile projects usually consist of:

A project manager involved in high-level strategic decision-making and responsible for supporting Agile teams during sprints

Team members responsible for delivering goods and services on time and of excellent quality and applying feedback if necessary

Stakeholders with interests in the project: clients, executive leadership, and corporate sponsors

In the traditional project management approach, temporary teams are merged and assigned to a project. While team members are generally selected based on their skills and what brings them to the project, most people have little or no experience working together. The problem with this approach is the lack of knowledge of the dynamics of the team.

Project managers and teams do not know:

What every team member can and cannot do

The strengths and weaknesses of each team member

How long does it take to complete different tasks

The project manager is committed to estimating resources and setting deadlines.

Managing lithe marketing projects requires a different approach. Teams are made up of people working together to achieve strategic goals. This means that project managers can lead a team of marketing experts or a multifunctional team that includes other professionals, such as customer service, IT, or sales.

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