Why Predictability is More Important than Speed in Agile Marketing

For new agile marketing teams, it’s not just about trying to win.

Most people think agility means running to the finish line and doing more and more work, but if you’re a younger, easier marketing team, you should focus more on predictability than speed. It sounds strange because we want to deliver the campaign faster, but first, we need to have a predictable delivery.

Let’s face it, marketers usually don’t trust stakeholders. Marketers always have good intentions but are often overwhelmed and miss deadlines. When the sales department waits for the launch of the new product promotion to reach its sales quota and it doesn’t run out in time, the relationship becomes strained.

Let’s reverse this scenario and say the team does 100% of its work 80% of the time. This is the standard we want to pursue in agile marketing because if the team achieves its goal every time, it may not be challenging enough. However, if they didn’t get what they said they would do less than 80% of the time, the trust was broken.

Predictable agile marketing teams have three things in common:

The team chooses the job themselves

An agile and predictable marketing team has a portfolio of excellent, high-priority resources, but the work should never be assigned to the team. When we ask a team to do the job, they will always be willing to vote, no matter how unrealistic the request, and anchor what the team is capable of.

With agile marketing, we want the team to choose a job that all team members can trust at all times. The shorter the team’s plans, the more likely they are to be accurate in their predictions of what can be done. The team is advised to work for a maximum of one to two weeks.

The team should go through the items in the backlog one by one and discuss if it can be done in time and update the items until they decide it’s full. If the team hasn’t followed a plan in the last few weeks or two, they want to make sure there is a temporary period. It is human nature to spend and ignore many things that we do not know today. Only schedule 80% of your team’s time to be predictable.

The team is dedicated

A predictable team promises to focus on the work it believes will be completed. The “fist of five” (or “fist of five”) technique can be helpful in formalizing team involvement. A slap means no, while a five is the best confidence. After choosing the location, vote this way to determine how the team feels when you complete the chosen task. If you don’t have 4 or 5, try removing some items and voting again until you have enough confidence in all team members.

Interruptions are minimal

If you’re trying to finish the job but stop every 30 seconds to look at your phone or email, you’re probably not working very efficiently, but unfortunately, that’s the norm for most marketers. Some interruptions are a normal part of marketing work, but if the team is constantly stopping and starting it will be difficult to do anything.

An agile marketing curriculum is a scheduled time when the team works with minimal disruption. If a plan is hard to follow, try sprints. The goal, therefore, is to protect the team from interruptions and distractions so that they can actually deliver what they have promised to stakeholders.

Predictability wins

If your agile marketing team is predictable, improve the relationship with your internal customers, who rely on your team to run marketing campaigns on fixed dates. With a relationship of trust, the team will be less pressured to have unrealistic stakeholder expectations because they know they will be very close when they apply for a program.

And if your team is predictable, you will have happier, more productive, and less stressed marketing experts. It’s a win for everyone.

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