Problems that marketing teams have are not going to be solved by the knowledge and experience of senior members of the team alone, it requires collective intelligence of the entire team to achieve marketing intelligence and agility. I will work with senior leaders and team members to accelerate team performance through upgrading marketing teams towards frameworks like Scrum and Kanban, which is preceded by a shift in mindset and development of individual and team emotional intelligence. Training your marketing team in agile marketing will enhance teamwork, communication and trust across the team, thus resulting in stronger relationships. I work with senior managers and team members to create a shared vision and team agreement through a 3-5 days intensive collaboration workshop, the impact of which will enhance productivity and positivity across the entire marketing team. The focus of this 3-5 day agile marketing training retreat is on upgrading the mindset of the team and establishing the team agreement. We then work together to create the individual and team vision and the create alignment required to execute strategic planning.
Marketing agility is a new way of working that originated from marketing teams within the software industry. The approach was borrowed from the IT software development teams and adapted to suit the requirements of marketing teams. Agile marketing promotes adaptive campaign planning and execution based on the combination of Analytics and Customer Experience insights.
Agile marketing is about creating customer-centric campaigns with the aim of increasing business revenue. These days, marketers rely heavily on tools and external agencies to create marketing campaigns without ever having a face-to-face conversation with actual customers. We struggle to understand the ‘why’ behind web analytics and other predictive data because they only provide the ‘what’ of customer behavior. What hinders most marketing teams is the lack of effective customer feedback loops to inform their marketing strategy. It is not just the execution of marketing campaigns, but the structure and skill requirements of marketing teams also needs to change in order to harness the benefits of agile methodologies.
In my experience, an Agile marketer has learned to design adaptive marketing campaigns whilst allowing the flexibility to make changes based on customer feedback. This is why it is important to learn and understand the skills and competencies required to become Agile in marketing. Agile marketing requires a change in mindset and a sharpening of intrapersonal and interpersonal skills of every member of the marketing team before the whole team can evolve into a high-performing agile marketing team.