ETIP #209

Are you running an Agile marketing program?

Are you running an Agile marketing program?

Agile methodology – typically used in software development – advocates a lighter and more people-centric viewpoint than traditional project management approaches. It is based on iterative development, where requirements and solutions evolve via collaboration between self-organizing cross-functional teams.

The term was coined in the year 2001 when the Agile Manifesto was formulated, which stresses these four key tenants:

  1. Individuals and interactions over processes and tools
  2. Working software over comprehensive documentation
  3. Customer collaboration over contract negotiation
  4. Responding to change over following a plan

“That is, while there is value in the items on the right, we value the items on the left more.”

Why should you consider shifting to a more Agile marketing department? When your team starts to adopt Agile, they will have more transparency, create less noise and less waste. This will maximize the team velocity through work ownership, scope understanding, commitment, and support. The results you reap will be higher satisfaction, reduced costs and greater flexibility.