4 Ways to Measure Agile Marketing Success

After coaching hundreds of teams over the last decade the biggest lesson I’ve learned is that there’s a lot of ‘bad agile’ out there that focuses on the wrong metrics, such as how many teams they’ve launched and tool adoption. However, if you want to make lasting improvements, you need to look at the outcomes that really matter.

At NavigateAgile, we’ve created 4 Pillars to Success:??

#1) Business Alignment & Outcomes

One of the biggest challenges you face as a marketer is doing meaningful work rather than everything that’s requested. You know you’re making progress with agile marketing when you see improved prioritization, the team and stakeholders have a clear alignment on marketing outcomes (not just tactics) and you can make data-driven decisions based on real customer feedback, not just the highest paid person in the room’s opinion. If you find that these things are staying stagnant or even getting worse, you need to rethink your approach to agile marketing.

By adapting our Collaborative Planning Workshop which brings together the team and stakeholders around business goals, alignment of a Guidepoint and a Blueprint of agreed upon priorities, we’ve seen this really nicely come together and break a lot of siloed planning and dark work.

#2) Team Satisfaction & Growth

A key benefit of agile marketing is teamwork and individuals feeling like they’re valuable contributors. A healthy agile marketing team sees improved collaboration among the team, career growth opportunities by learning skills from other team members, the team has psychological safety and support from leaders, they’re open to feedback from customers and have a continuous improvement mindset.?

I had the opportunity to coach a team in healthcare that is very traditionally managed, but they gave their agile pilot team full autonomy to test the waters and innovate into new areas. This team was able to get really creative by learning new skills from each other and testing platforms that would have otherwise taken months of approval time.

#3) Customer Centricity & Value

Agile marketing centers around the customer and being able to easily pivot what customers need when they need it, but without adding chaos to the team. A successful agile marketing team can quickly deliver value to customers by launching work iteratively and with minimum viability. When market shifts happen, they’re able to change gears easily because they have a system in place that’s agile.

A great example of this is a client that I worked with during the pandemic was responsible for hospital communications. They checked bed surges daily and adapted their marketing messages accordingly.

#4) Team Performance

A high performing agile marketing team isn’t one that learns about agile practices, adapts a tool and stops there. We’re looking for teams that want to continuously improve, learn and grow, which ultimately leads to better work. Teams like this become really predictable in how much work they can accomplish in a given time period and know how to finish work quickly and effectively.?

We recently saw a large company be able to do the same work that once took 25 people and two months to complete and be able to accomplish it with 5 people and two weeks!

Conclusion

If you’re embarking on an agile marketing journey, make sure you’re measuring success in meaningful ways by measuring the outcomes, not the outputs, you want to achieve.

Do you want to know how well your marketing teams are stacking up with the 4 Pillars to Agile Marketing Success?

Contact us for a complimentary baseline pulse survey.

#agile #agilemarketing #agileteams #successmetrics #agility

Hi! I'm Stacey Ackerman. I'm an agile marketing coach & trainer and a partner at?NavigateAgile.

Years ago I was a corporate marketer that was frustrated with old-school?processes and endless blue tape!

When I was introduced to the idea of?#agile, my entire outlook changed.

I loved what I saw when people were empowered to?#collaborate?and work as a?#team. I saw better innovation, team happiness and real work getting out the door so much faster!

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Want to learn more about agile marketing? I'm happy to meet with you.

#agile?#agilemarketing?#agilemindset?#businessagility?#agilecoaching?#marketing