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Agile marketing

Agile marketing: What is agile marketing?

Agile marketing is a set of methodologies and tools designed to streamline the processes required to execute projects, saving costs and reducing the time needed. To achieve this, the goal or task is divided into several smaller ones, which are combined to optimally complete the work.

For this reason, collaborative work must be established among all the elements in the equation to achieve the best optimization of the process and final result.

1. Origins of Agile

To understand Agile marketing, you must first know what Agile is. In 2001, the CEOs of leading software companies met in Utah (United States). There, they shared the best efficiency practices applied in their respective companies, aware that current practices delayed the delivery of products and services, and with this, they created the Agile Manifesto.

It is therefore a continuous improvement model that covers the areas of planning and continuous development; the result is tested and improved in an agile way. This ensures constant and rapid improvement, reducing delivery times. It is based on 4 values and 12 principles.

2. The 4 Agile Values

The 4 values stated in the Agile Manifesto are, in order:

  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.

3. The 12 Principles of the Agile Manifesto

The 12 principles outlined in the Agile Manifesto are, in order:

  1. Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.
  2. Welcome changing requirements, even late in development. Agile processes harness change for the customer’s competitive advantage.
  3. Deliver working software frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale.
  4. Business people and developers must work together daily throughout the project.
  5. Build projects around motivated individuals. Give them the environment and support they need, and trust them to get the job done.
  6. The most efficient and effective method of conveying information to and within a development team is face-to-face conversation.
  7. Working software is the primary measure of progress.
  8. Agile processes promote sustainable development. The sponsors, developers, and users should be able to maintain a constant pace indefinitely.
  9. Continuous attention to technical excellence and good design enhances agility.
    1. Simplicity, or the art of maximizing the amount of work not done, is essential.
    2. The best architectures, requirements, and designs emerge from self-organizing teams.
    3. At regular intervals, the team reflects on how to become more effective, then tunes and adjusts its behavior accordingly.

4. War room team or multidisciplinary work team

Since Agile marketing breaks tasks down into smaller parts and distributes them among the team members, the team must be as multidisciplinary as possible, both collectively and individually.

In addition, there must be good communication among the task members and their respective departments. This ensures that corporate marketing is well-positioned for success.

This can be easily summarized as follows: the work team assigned to each task must be decisive enough to tackle and complete the project in the shortest possible time. This is achieved by providing them with the necessary tools and resources in the shortest timeframe.

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