Form your agile marketing teams around the customer

Agile marketing is about putting customers at the center of everything we do. However, many marketing organizations struggle to form teams. One of the biggest benefits of agile marketing is having teams that can deliver meaningful customer experiences and break the silos that allow us to have tunnel vision.

While there is no right or wrong way to form a flexible marketing team, some successful recipes have worked better than others over the years.

Funnel teams

Funnel teams are trained in how the customer becomes part of your brand. It works if you have multiple moving teams and form multiple pods related to generating, considering, selling, and servicing key products. The challenge, however, is to ensure that all teams build a line of communication with each other so that they understand the entire customer journey.

Agile has a meeting called Scrum of Scrums where a representative from each team comes together to communicate what is happening with all teams. It is usually set for 15 minutes several times a week.

Team person

Persona teams are made up of the most important customers you want to reach in your company. If you work for a health insurance company, you may have different groups of people, such as human resources, employees, small business owners, or medical personnel.

By centralizing teams around these categories of key people, each team can delve into their specific needs and give them a complete picture of the customer experience, reducing the risk of a potential customer being approached by multiple people in your company. . Therefore. to vote for you.

Variety of products

Product teams have been a proven way of working for software development teams for nearly two decades. If you are part of a product marketing group, this is a natural combination. Other marketers can also benefit from organizing the product, especially if you have multiple products and unique customers, and ways to market each product.

Service teams

Service teams are marketing groups that provide internal agency services for your business. We often see that these teams consist of graphic designers or content writers. While this type of team may be necessary if you have a limited number of people supporting a large organization, it is essential to call emergency services.

The problem with support teams is that they often become dependent on all other teams, reducing the time it takes to start marketing. If you have a business with six product teams and one support team, all six product teams may have to wait in line for graphic design.

Multifunctional teams

The ideal scenario is for designers, writers, social media experts, and any other marketer to bring together cross-functional teams that can deliver marketing from strategy to execution with minimal trust in people outside the team. This is how agile marketers can deliver campaigns much faster than switching between departments.

Agile teams don’t need to reorganize the company

There is a big misconception that agile marketing teams will require people to register and restructure differently based on the organization chart. Agile marketing teams or pods are simply the way work is delivered.

It still makes sense that graphic designers refer to a creative director and other general work scenarios. The reason it still matters is that career development, best practices, and skill standards are still needed and valued.

The biggest difference in forming a multifunctional team is that the designer is part of an agile marketing team, with people with different skills, and that the work is not assigned by the boss, but by the accumulation of the product.

The creative director finds it a bit strange not to find a job, but her role becomes more strategic, forward-looking, and to develop people’s skills.

Multifunctional team members must meet regularly with the same qualified colleagues to provide consistency and quality to all teams, learn from each other and maintain relationships with colleagues.

When building flexible marketing teams, you need to think about the best way to add value to your customers from a small group of people. The smaller the team and the more qualified and diverse their skills, the faster they can deliver value to customers.

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