Agile Marketing is not a strategy. Rather, it’s a framework for implementing your strategy more effectively.
Agile Marketing is a MINDSET first, and a set of PRINCIPLES second.
Agile isn’t magic. It won’t solve all your problems either, but it does address some of these pitfalls. Take a look at some of these cards and see if you find yourself nodding your head at your screen.
It’s okay, you can admit it, you were head nodding. Don’t worry we were there too. Maybe a few other pains came to mind as well. Regardless on what they are, these pitfalls are stifling your results to drive growth. And if you find yourself continuing to stumble, we think it might be time for you to explore how to change that.
LET US HELP YOU AND TRAIN YOU AND YOUR TEAM ON AGILE MARKETING
SOME PITFALLS OF TRADITIONAL MARKETING
You feel like you are juggling so many projects at a time, never able to focus, and quite frankly, struggle in getting anything done
You feel like you are constantly pulled in every direction... usually by the person that screams the loudest. And what they are screaming about isn't on your priority list and most likely doesn't align with your goals.
You or your team are always pulling from the same old traditional playbook of tactics... boring. How do you expect to the move needle or differentiate?
You and your team went behind the proverbial black curtain to work on a large project and hope you hit the nail on the head for what it was trying to accomplish. Fingers crossed.
You tout metrics that are easily accessible, and look good on paper, but are they actually don't help you or inform you of future strategies.
You feel like you are suppose to automatically know or assume how to best position, message, etc. within the four walls of your organization or your team... and yet you seem to keep missing the mark.
THEORY VS REALITY
It’s one thing to train on Agile Marketing in theory and how it’s “suppose” to work. It’s another when we take the concepts of Agile and apply them to you and your team and make Agile work for you… vs. you working for Agile.
HOW DO WE KNOW THIS? IT COMES FROM 5 YEARS OF ITERATING AND LEVERAGING IT OURSELVES
DID YOU KNOW?
93% of CMOs who employ Agile practices say their speed to market for ideas, campaigns & products improved
Still not convinced? Let’s dig into Agile a little deeper…
Breaking Down Agile Marketing
Based on the overarching goals and strategies, we introduce to you the concept of a User Story. To be a growth marketing team, and deliver results that drive value in the business you have to keep your customer at the center. Unbound explains what User Stories are, how they are used and why they help keep the customer at the core of everything you do. As well as, what to do with all those user stories once you have them developed… your Marketing Backlog.
A User Story just helps put the desired outcome from the perspective of what the customer wants or needs in the center, but it doesn’t tell you what action that you or your team needs to do. With Sprint Planning you start to develop your hypothesis that is impactful and measurable with goals while also breaking down the work to understand what you can accomplish in your constrained timeframe, referred to as a Sprint.
This is where the real work happens. In the Sprint all team members know and understand their responsibilities, interdependencies and timeframe for what they need to get ‘done’.
If you want to drive a growth marketing team and impact the business you need to be purposeful with your goals, even if they are wrong when you set them. What other way are you going to get better? Unbound breaks down goal setting down to a guided formula to help you understand what is going to move the needle.
AGILE MARKETING VALUES
Validated learning over opinions and conventions
Customer focused collaboration over silos and hierarchy
Adaptive and iterative campaigns over Big-Bang campaigns
The process of customer delivery over static prediction
Flexible vs. rigid planning
Responding to change over following a plan
Many small experiments over a few large bets