A sprint is a set interval for work to be completed within
Sprint’s should be the same length like one week, two week, three week or four weeks long, and they shouldn’t change after they start.
You may have a de facto sprint length in your organization when you say things like “I want this work done by Friday.” That might be how you typically task inside of your organization. Or you might say “let’s deliver this project by the end of the month”.
Your sprint length maybe every week or every month or some variation thereof. The problem is that they’re not codified in length and as a result, the team can’t plan their deliverables in a certain time.
Sprint lengths and objectives shouldn’t change after they start.
This can be particularly hard for entrepreneurs, to have their team stay the course on tasks for a 2-week period or longer. The entrepreneur may want to change direction due to a change in the market, or a gut feeling.
To have the highest potential for success (and to reduce the time lost in context switching), team sprint outcomes should not change after they start.
Not only should the marketing department have measurable outcomes for the quarter, so should each individual. When an individual knows which outcomes they’re responsible for, they have a sense of confidence and completion when the outcomes are met.
This also allows for easier management of marketing team members. It can be very cut-and-dry during quarterly marketing reviews: Did the team member achieve their quarterly outcomes on-time?
To get the focus needed to drive the quarterly outcomes, there must be weekly meetings to dive into the individual tasks and KPIs. This is a more in-depth meeting than the morning SCRUMs. An efficient weekly all-hands marketing meeting should last 45-75 minutes.
There are two types of weekly marketing meetings (assuming a 2-week sprint length)
Sprint Planning – During this meeting type, the team identifies the tasks that need to be completed in the next 2 weeks. The sprint is planned, the team is tasked, and everyone knows what is expected of them for the next two weeks.
Sprint Review – One week after the Sprint Planning meeting, the team will get back together and review their status half-way through the 2-week sprint. This is where management ensures the team is on track to deliver the sprint outcomes and provide support. These meetings may be shorter than Sprint Planning, unless there are blockers that require more discussion.
It is the marketing leader’s job to keep everyone focused on the KPIs, outcomes and big picture. Where necessary, dive into details, but generally keep everyone focused on the big picture.
Video: A quick guide to agile marketing from our friends at moz.com
What advantages does Agile Marketing provide?
Agile marketing methodology provides a number of benefits for small and large organizations.
Perhaps the most valuable outcome of agile marketing is the ability to deploy campaigns and outcomes predictably. Without agile marketing, it’s difficult to plan the team’s time.
With agile marketing, the team learns what they can accomplish during a sprint and work adently towards those outcomes.
The nature of agile marketing is to provide adequate meetings, without being excessive.
A daily 15-minute SCRUM and a weekly all-hands marketing meeting are often enough meetings for a team. The rest of their time can be spent wrenching on the problem, building the campaign, or optimizing and testing.
Confidence in leadership and team members
When a team member knows exactly what’s required of them, and how they fit into the big picture of the marketing outcomes, they feel confident. They know when they’ve done a great job. This individual confidence leads to greater satisfaction by the team members and a happier overall team.
How is Agile Marketing being used today?
Agile marketing is being used at Fortune 500 companies and small start-ups. Agile marketing is a methodology that allows companies to more predictably deliver marketing campaigns and marketing results.
Organizations that run daily SCRUMs, weekly all-hands marketing meetings, focusing on the quarterly and sprint outcomes are using traits of agile marketing.
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