Marketing, sales, accounting, support – how do the rest of us handle the cadence of releases from fast, efficient Agile development teams?
I captured a high level summary of product professionals’ discussions at a recent event in Atlanta, called the Agile Affect. The panel of four and moderator all had significant experience in both waterfall and Agile. The audience was no different. Bottomline, if your product organization builds to MVP, so should your stakeholders.
You don’t have to be a developer or a product manager to use Agile methods in your craft. That being said, it’s not one-size fits all.
If you are in marketing, sales, support or operations in a company the embraces Agile in product development, it’s best practice to modify Agile methods to build your own cadence.
There should be a balance between major and minor releases to product. It’s fine to deploy every month yet hold a marketing launch every quarter or to the time-frame which best fits your market.
Whatever you do, do not overwhelm sales or your markets with over communication. Here’s that word again – balance the need for iterative product development with the need for clear product benefit messages.
Every stakeholder department can create repeatable processes for sharing market context and messaging. All can prioritize demands based on the most urgent needs.
Operations and support really, really need to be engaged, at the hip, with the Agile development teams.
ProductCamp Atlanta 2012 is next Saturday 18 August. I would bet this discussion continues there as well.
Would like very much to hear your stories about creating the Agile Affect in your company.
I now work within an Agile software product development organization. This isn’t my first position working within software companies, but it is the first time in an Agile environment.
I’ve noticed one special thing – the inclusionfactor.
In the other positions marketing was invited late, or we just crashed the party, but not here. Instead, the product marketing manager is part of the team and expected to participate, collaborate, add value and answer these questions:
An intrepid group of marketing professionals organized SprintZero earlier this month to pave a path to Marketing the Agile way. SprintZero participants met to discuss Agile Marketing values and principles. The outcome will be the Agile Marketing Manifesto.
On the highway, speed kills, but in business, it is slowness that kills. – Jim Ewel, AgileMarketing.net
Agile Marketing Moves Forward
Social marketing hasn’t dispatched old marketing practices but put the first fork in it. Global marketing professionals need to be nimble, confirm business value & bottom-line impact, be spot-on aligned with company strategy and not forget to listen to markets – done with rapidly moving targets and more and more channels. What the C-Suite wants to know about Agile Marketing:
Increased flexibility and speed
It was a great start. #Sprint1 is planned for later this year. The site to provide feedback on the work-in-progress Agile Marketing Manifesto will go live soon. I’ll keep you posted. We’ll need your advice.
Not unlike Agile Development and Product teams, marketing professionals use Agile methods to increase speed and gain the flexibility required in today’s fast-fast global economy.
…two of the key features of Agile Marketing borrowed from Agile Development: fast iteration and objective testing. – Jason Cohen of SmartBear Software
SprintZero, the first gathering of Agile Marketing Professionals is planned for 11 Jun 2012 in San Francisco. I have been following their blog posts and it sounds positively great. I’ll be sure to share the Agile Marketing Manifesto with you once it’s done.
Here’s to marketing the Agile way! So looking forward to the ride.
The need for marketing speed is obvious and not just because customers are global and they buy 24/7/365. Factor in market segment fragmentation – how many ways there are to reach customers (channels, multiple devices) and don’t forget the usual product tweaks/frequent updates, along with new world-market dynamics. Speed? no kidding.
How’s a marketing professional supposed to meet the customer/prospects’ expectations of first-rate, quality, relevant and dynamic product messaging in this will-o-wisp environment?
Try a little Agile with your marketing.
Forget “big batch” Market Plans for the year and instead chunk the campaign or market planning into small marketing projects. OK, you reallycan’t do this YET! So >>> start by limiting the number of pages in the plan. Fill in the details the further along you go. Now you get the picture!
Define the success measurements – decide upfront how you’ll know if the campaign, new web page or video you posted is meeting/exceeding expectations. Use tools like Google AdWords or ROI calculators to do this and do this often. Be flexible, adjust or fix as necessary, maybe even “can” the project. The sooner you know the results, the better you can allocate your scare resources (people, time, money) to the best performing projects. Congratulations, you now have results based marketing.