4 Ways to Transform into an Agile Alliance Culture

Building an Agile Alliance Culture

We started this series with an example of how the imminent end of life for Microsoft's Windows Server 2003 threw my team of marketers at Cisco and Dimension Data (now NTT) into the world of Agile. Frankly, it was the only way we could get our campaign to market before every other tech company was telling the same "Bastille Day" story.

While we were successful in getting an edge in the competition and sold a mountain of new Cisco UCS servers, the impact it had on productivity was the real win. Two years prior, the team had launched 3 marketing campaigns, just short of the once a quarter Cisco mandated cadence. However, we made up for it the next year squeezing 5 campaigns into 12 months. It had always bothered me though, that with the breadth of Cisco products and Dimension Data services, my team was limited to talking about 4 (just four!) in a year. We had aligned to Cisco's quarterly marketing schedule to draft off the big themed quarters where they would focus on a single product area; networking, security, voice, compute, but that number 4, it just seemed arbitrary. We had so much to market and sell and so many places world wide to do it. And now with our experience of whipping up a campaign in just under a month, we imagined what we could accomplish if Agile was in the team DNA and not just a break fix measure to hit a deadline.

So we did it. We adopted Agile, not just as a set of practices; but a mindset. In the following 12 months, we delivered 17 new campaigns, tripling our productivity and catapulting our generated leads value beyond $100M. The team won awards for video and content production, internal accolades and were recognized by CRN as "Channel Chiefs". Agile was just the way we did things now and it was paying off big time.

As I look back at those times, there were four things that moved the needle in evolving the team to living the Agile principles:

Focus on Shared Values

Establishing a clear vision and set of values that both organizations can embrace as the cornerstone of an Agile alliance culture. Shared values create a foundation for trust and collaboration, which are essential for any successful partnership. When both parties align on core principles, decision-making becomes more cohesive, and conflicts can be resolved more effectively. Moreover, with clear guidelines in place, the team can race forward without having to check if what they're doing aligns.

Start by holding joint workshops to define and agree upon these values. This process should involve key stakeholders from both organizations to ensure buy-in and commitment. Regularly revisit and reinforce these values through meetings, communications, and recognition programs to keep them at the forefront of your alliance activities.

Embrace Transparency & Openness

Transparency and openness are crucial in breaking down silos and fostering a sense of partnership. Encourage open communication and information sharing at all levels of the alliance. This can be achieved through regular check-ins, joint planning sessions, and integrated communication tools that provide real-time updates and feedback loops.

Transparency builds trust, which is fundamental to an Agile culture. When team members feel informed and involved, they are more likely to engage proactively and collaborate effectively. Make it a point to share both successes and challenges openly, fostering a culture where issues can be addressed promptly and collectively.

Empowerment & Ownership

Empowering team members on both sides to make decisions and take ownership of their roles is key to an Agile alliance. This means trusting your teams to act in the best interest of the alliance and providing them with the autonomy to do so. Empowered teams are more motivated, innovative, and responsive to changes and challenges.

Create clear boundaries and responsibilities, but avoid micromanagement. Encourage a culture of experimentation where team members can test new ideas and approaches without fear of failure. Support this with continuous learning opportunities and access to resources that enable teams to grow their skills and capabilities.

Celebrate Successes

Recognizing and celebrating achievements, big and small, is vital to maintaining team morale and motivation. Celebrations don't have to be grand; even simple acknowledgments can have a significant impact. Regularly highlight milestones, successful projects, and individual contributions to reinforce the value of each team member's efforts.

Consider implementing a system for recognizing achievements that involve both organizations. Joint celebrations and awards can strengthen the bond between partners and highlight the benefits of the alliance. Remember, celebrating successes not only boosts morale but also reinforces the behaviors and practices that lead to those successes.

Conclusion

While your Agile books might have a but of dust on them, pull the out and dust them off. They have new found efficacy in their hybrid/remote work environment where team struggle to stick together and consistently produce value. Build an Agile culture and you'll transform your alliances and achieve greater outcomes together.