agile marketing metrics that move the needle.

Because culture change is subjective, it can be hard to understand what agile marketing is. After seeing so many businesses chase after the wrong metrics (or none at any), I would like to share with you our way of measuring success and why this is important.

Agile: a new way to achieve your goals

Most companies forget why they wanted to implement Agile Marketing. Agile is not about the latest process change. It’s about finding a better way to work because you are doing something wrong or that needs improvement.

We’ve spent time working with clients of every size and found that the problems they face seem to fall under four broad themes:

• Alignment of business objectives and results
• Team satisfaction and team growth.
• Customer-centricity and Value
• Team performance

You need to measure agile marketing by focusing on the results you are looking to achieve.

Do not be blinded by process

It’s easy to get caught up in the daily grind and lose track of the goals we set out to achieve. Clients often start with a check-the box agile approach, which only gives minimal results in the short term.

We can get caught up in creating teams too quickly, rather than making sure they are responsive and effective in adapting their marketing strategies in order to meet customer needs and optimize performance.

Agile marketing metrics can really help you move the needle

Let’s take a look at four metrics for agile marketing that will help you achieve the results you want as you transition from traditional marketing to agile marketing.

2. Business alignment and outcomes

As a marketer, one of your biggest challenges is to do meaningful work instead of everything that’s asked. The majority of marketers drown in a sea of requests, rather than focusing only on the work that will bring real business results.

We’ve seen great collaboration and reduction in siloed and dark planning by adapting our Collaborative Plannng Workshop. This workshop brings the team and stakeholder together around business goals.

You should be able to see improvements in these areas when you measure your success with Business Alignment and Results:

• You’ve got a method to prioritize work, and you have transparency for the team as well as stakeholders.
• Everyone is in agreement on what marketing results you want to achieve, not just the tactics.
• Data-driven decisions can be made based on the real feedback of customers, and not the opinion of the person with the highest salary in the room.

2. Team satisfaction and growth

Teamwork is a key benefit to agile marketing. It makes individuals feel like valuable contributors. In a healthy agile marketing team, there is better collaboration and opportunities for career growth by learning from the other team members. The team is supported by leaders and has a sense of psychological safety. They are open to feedback from customers and strive for continuous improvement.

I was able to coach a healthcare team that is managed very traditionally. They gave their agile team pilot full autonomy, allowing them to innovate and test new waters. The team was able to be creative, as they learned new skills and tested platforms that would otherwise have taken months for approval.

3. Customer-centricity and Value

Agile marketing is centered around the customer. It allows you to quickly and easily pivot to what the customers want when they want it, without causing chaos in the team. Successful agile marketing teams can quickly deliver value to their customers by iteratively launching work with minimal viability. They can easily change gears when market changes occur because they already have an agile marketing system.

One client with whom I worked during the pandemic was in charge of hospital communications. They monitored bed surges every day and adjusted their marketing messages accordingly.

4. Team Performance

Agile marketing teams that perform well aren’t those who learn about agile practices and adapt a tool, then stop there. We are looking for teams who want to improve continuously, grow and learn, resulting in better work. These teams are able to predict how much they can do in a certain time period, and how quickly they can finish the work.

Recently, we saw a large corporation be able do the same job that used to take 25 people two months and only five people two weeks to complete.

The conclusion of the article is:

You can measure your success by focusing on the results, and not the outputs.

The post 4 Agile Marketing Metrics that Really Move the Needle appeared initially on MarTech.