5 steps to building the agile marketing dream
Agile marketing can be a dream solution for SMEs. It allows them to create a complete and integrated marketing team using existing internal resource, agencies and freelancers, without the capital investment headache of bolstering its own headcount. What makes it so great are the people. It brings together the talents and skills of great thinkers and creatives, where and when they’re needed the most, to deliver focused marketing campaigns that drive results.
But achieving this ‘dream team’ doesn’t happen by accident. Some key steps must be followed for an agile marketing solution to be a success. Here’s how to make agile marketing work for you:
- Size matters
Contrary to popular belief, bigger is not always better. Smaller teams not only drive down costs but help to speed up the decision-making process. Heard the phrase “too many cooks spoil the broth”? Well, in our time we’ve seen many potentially great campaigns diluted down – or never even make it to fruition – because individuals couldn’t agree. The end result? A damp squib.
- Pick and mix
Small teams work brilliantly IF they possess the right mix of skills. People on both sides of the fence – agency and client side – need to be able to grasp multiple modern marketing functions and juggle tasks for it to work. There’s no room for dead weight on an agile team.
- Martech helps…
Marketing technology tools are a great help. As part of a bigger campaign plan, CRM, automation and social media tool can help marketers capture and manage data that empowers decision making and automates delivery of creative and messaging across channels.
4… but it’s not the be-all and end-all
Just like an F1 car, martech is only as good as its driver. Don’t be tempted to rob marketing budgets intended for customer/audience engagement to pay for a tool that delivers that engaging content. Whizzy tech alone can’t deliver an engaging campaign – you need skilled marketers on the team that can interpret the data and use it to advantage. This is where it can pay to get an agency on board that already has access to these tools and knows how to use them.
- Hand over the reins
Handing over accountability and responsibility is key for an agile team to work. Yes, Marketing Directors, CEOs and MDs need to endorse agile marketing and offer support should it face resistance, but they are not its sole contributors. To get the most from agile marketing, the ‘powers that be’ need to learn to hand over control and let the experts do their job. They must trust the agile marketing team to create the plan and deliver it without unnecessary interruption or delay.
To find out more about building the agile marketing dream and how to make it work for your business then give us a call – we’re always happy to talk.