This is a guest contribution from Monica Georgieff,
What does this new decade have in store for marketers running projects? So far, a turbulent pandemic, uncertainty, crisis, and a volatile global situation.
However, beyond the bad news we’ve had to deal with since the beginning of this year, these changing circumstances have ushered in a different kind of enthusiasm for making process improvements in how we work together as well.
Brought on by the struggle to respond and adapt to these times of VUCA (volatility, uncertainty, complexity, ambiguity), marketers have increasingly begun to embrace an
Leadership in uncertain times requires The goal of staying nimble, responsive, and flexible in these rocky times has become entrenched steadfastly in the minds of the marketing community.
We’ve got the data to show you exactly how marketers are taking this period in their stride using
Agile work for marketing?
Agility in marketing has been a growing trend since the publication of the Agile Marketing Manifesto in 2012.
Since then, marketers have successfully adapted some of the common project management lingo to suit the marketing context. Products became ‘campaigns’, product owners became marketing owners.
Other semantic changes manifested in the way marketers discuss
The main differences between
- Marketers don’t love Scrum as much as developers, because it doesn’t fit the marketing context. The majority of the time they opt for a hybrid framework for applying agility.
- Typically, the marketing owner in a team also plays the role of process owner, helping the team make incremental improvements to their process.
- Since marketers are not measuring success in working lines of code. They need far more context about customer needs and outcomes in order to track how effective they are.
Of course, nobody could have predicted that the circumstances we found ourselves in in the year 2020 would have made it so imperative for marketers to roll up their sleeves and implement
The State of
Agile in Marketing This Year
According to the recently released 3rd edition of the Annual State of Agile Marketing Report, 41% of marketers are already implementing
Forty-two percent of non-
In a VUCA environment, it’s important to operate in a way that allows you to adapt to the circumstances you see – not just the circumstances you planned for.
That is why agile teams in Marketing departments are ready to keep an open mind and cultivate a new normal, not just in their daily routines, but also in the way they work with each other.
Why are marketers adopting
Agile project management methods?
Widely, marketers expect agility to help them accomplish their strategic goals and improve upon the elements that contribute to their team or department success. In other words, marketers choose
- Produce higher quality work
- Increase team productivity
- Align with organizational goals
- Prioritize more strategically
- Release campaigns more quickly
- Increase employee satisfaction
- Cultivate the ability to change gears based on feedback.
Luckily, more than ever before,
It appears as though the longer marketing teams spend working with
Agile process techniques are most popular among marketers?
Since last year’s report, marketers have further embraced a number of
Daily standups which are easy to implement out of the box, address a pressing issue in most marketing departments: the lack of a consistent, daily touchpoint for short-term strategy.
The daily standup for marketers represents not just a quick sync with the team, but also a platform for raising impediments and resolving them together on the spot.
Coming directly from the software context, the practice of crafting user stories helps marketers consider all of their initiatives from the customer perspective and prevents them from losing sight of their audience’s specific needs.
Marketing teams have also begun to run retrospectives, looking critically at their work process and generating ideas about how it can be improved.
For most marketing teams, it’s the first time they are experimenting with incremental process improvement at such a frequent iteration. Furthermore, it’s typically the first time that teams feel that they have a say in how the work they are assigned gets done and should get done.
The Future of
Agile Project Management in Marketing
The buzz around
Read next: What does a Marketing Project Manager do?
Already, the adoption of standups, retrospectives, user stories, and other
Marketing teams who consider themselves
As marketers continue to make their way towards the peak of marketing agility, only time will tell whether agility or inertia will dominate in the discussion around best practice marketing processes.
Based on the exponentially growing interest in
About the author:
Monica Georgieff is an
Monica has contributed to several marketing industry resources, including ChiefMarTec, MarketingProfs, and Marketing Insider Group. Her recent eBook, Lean and