Many of our clients use agile software development practices as they design and bring new products to market, but recently we’ve heard more and more about marketing teams that are also embracing agile principles. It got us thinking about how we work together and inspired us to look to other marketing teams for inspiration around best practices. Before we jump into our findings, let’s review the definition and principles of agile.
Wikipedia defines agile software development as “a set of principles for software development under which requirements and solutions evolve through the collaborative effort of self-organizing cross-functional teams.” Whew. That’s a mouthful.
Let’s break this definition down. “Software development under which requirements and solutions evolve …” is pretty straightforward. This simply means the vision for the software and written code is going to progress or advance, and this is going to happen through the joint efforts of people.
Then there is the part about people being part of self-organizing, cross-functional teams. Self-organizing means the team decides how to achieve the goals or solve problems. They still have to meet deadlines and complete work within a budget, but how they accomplish the goals is up to them.
A cross-functional team means that you’re likely to have representatives from a variety of groups within the organization participating on your team. For instance, you might have someone from marketing, finance, engineering, human resources, operations, etc. The idea is that representatives from different departments will bring valuable perspective to the team as it strives to meet its common goals.
On Wikipedia there is a section devoted to the Agile Manifesto, which is based on 12 principles. I’ve reviewed and modified it for PR and marketing professionals. Here’s my version:
Marketing Leaders’ Perspectives on Agile
I had the opportunity to hear from several leaders about how they’re implementing agile practices. Below is some of their advice.
Katie Lioy, director, marketing technology for SHIFT Communications, encourages people not to try “to implement every single agile method at once.” She suggests letting the team to get used to the ideas of agile first before moving into implementation.
Christina Gunn, Chief Marketing Officer with Brandmetta, says that her team “meets multiple times weekly in short planning or sprint meetings. It’s where we communicate priorities, issues and accomplishments. Everyone functions at the same level and we don’t have hierarchy when it comes to problem solving.”
Gunn’s team also leverages a number of software solutions to improve collaboration. “Slack, Basecamp, Harvest, Join Me, Skype, and GoToMeeting enable us to easily reach our team when needed,” she says. “We rarely use email, other than to formally document key agreements or decisions. Otherwise, project- and client-related communication and documents are placed in workspaces in Basecamp and Slack.
I know I’m looking forward to applying these principles to our work here at Communique PR!
Tags: Agile Filed under: Planning, Positioning, Strategy, Tech Industry