Part 2 of Agile Product Marketing Series:
- Product Marketing Becomes Agile
- What’s a Product Marketer Doing with a Roadmap?
- The Launch Queen Speaks
- It’s Not Small Change
A series designed to help Agile and B2B Marketing teams understand each other’s conversations and methods. Previously, we discussed how marketing teams gain insight about current product features before release by being part of the “Agile dialog.” Marketers generate user benefits from these features and need time to do this well.
“Incremental Improvement” Impacts Marketing Process
Agile development produces new product features often and incrementally, which is important in a changing marketplace. Marketers don’t want Agile Teams to slow down, lose the rhythm, or delay incremental improvements but we urgently need to know where you’re heading.
Being included real-time in Agile planning and reviews is pretty critical for us. A great deal of what marketing does is communicating the product strategy to different audiences, both internal and external. We are always being asked, “When’s the new XYZ being launched?” and “What’s in it?” We’ve have to see the bigger picture, the roadmap, or BIG #Fail.
Agile Teams Can Provide Real-Time GPS
Share the Product Backlog with the Marketing Team. Show us in which Sprints features will release; offer timelines, priorities and updates. We will use this information for product messaging/positioning and to update our marketing plan. We also need to build our own “roadmap” for marketing. We could use your help in designing this.
Big Share from Marketing
We spend a good deal of time with customers/support/sales and we hear a lot of ideas. Marketing can offer Agile teammates suggestions about product features. Our value is that we can deconstruct these “wish lists” into saleable features, making it easier for you to prioritize and assign business value.
Agile practices include inspection, reporting and adaption; these are skills your marketing partner has as well. Working together, the teams are unbeatable.
Would love to hear your thoughts.
Soon: The Launch Queen Speaks