Marketing leaders in the evolving digital landscape need to optimize their organizational structure by transforming their existing project management approach. This means using agile marketing practices to build a more scalable, flexible and resilient marketing organization.
Agile marketing is a flexible approach to managing marketing projects that uses frequent iterations to test and learn, enabling responsiveness to change. One of the core agile principles is frequent calibration of work and resources, which enables marketers to more quickly adapt to disruption and effectively change course as needed. Agile marketing planning is about setting a simple primary goal and adjusting details over time by iterating continually based on feedback from your team, your customers and your analytics.
For greater flexibility and agility within marketing organizations, marketing team members should be able to “toggle” between roles, filling gaps where required on individual campaigns or projects. That means they should be capable of leading one project, contributing to another, and planning or collaborating on multiple initiatives.