{"id":16709,"date":"2022-02-25T17:30:58","date_gmt":"2022-02-25T17:30:58","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/25\/5-big-obstacles-to-overcome-to-succeed-in-agile-marketing\/"},"modified":"2022-02-25T17:30:58","modified_gmt":"2022-02-25T17:30:58","slug":"5-big-obstacles-to-overcome-to-succeed-in-agile-marketing","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/25\/5-big-obstacles-to-overcome-to-succeed-in-agile-marketing\/","title":{"rendered":"5 big obstacles to overcome to succeed in agile marketing"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>With the knowledge I\u2019ve gained by implementing agile marketing in several teams over the last decade, I\u2019ve encountered some common obstacles that make it challenging to implement. You can avoid those pitfalls by being able to catch them early.<\/p>\n<h2 id=\"h-leaders-that-aren-t-aligned\">Leaders that aren\u2019t aligned<\/h2>\n<p>Agile marketing is more than just a process, so <a href=\"https:\/\/martech.org\/introducing-martechs-guide-to-agile-marketing-for-leaders\/\" target=\"_blank\" rel=\"noreferrer noopener\">aligning leaders<\/a> on the mindset shift that needs to happen will be critical to your success.\u00a0<\/p>\n<p>You\u2019ll want to understand the scope of your agile marketing transformation and everyone impacted by it. This may involve <a href=\"https:\/\/info.martech.org\/MTC_2202_AglMktLead_Download.html\" target=\"_blank\" rel=\"noreferrer noopener\">leaders within marketing <\/a>and leaders from other teams, such as sales, who request work from marketing.<\/p>\n<p>Hold a collaborative \u201cvisioning\u201d working session once you\u2019ve identified which leaders will be impacted.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" width=\"624\" height=\"421\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/lh6.googleusercontent.com\/p3-GWD1asQ_gZAnIUUdNd5oTZ5j-KRAStERaCi4XaNMaGYp8v_Kty5YMWNlIRhQh_seJP-xyds3amGpe5MWShjITCX-j3TnorHwwCOispl2BD_ilbp8em8rCyRUl29nX9OH4zSxf\"\/><\/p>\n<p>During this session, discuss:<\/p>\n<ul>\n<li><strong>Vision: <\/strong>What\u2019s the vision for this change?<\/li>\n<li><strong>Importance: <\/strong>Why is this change important for our company?<\/li>\n<li><strong>Success measurement:<\/strong> How will we measure success?<\/li>\n<li><strong>Impact: <\/strong>Who and what is affected? What people, departments and processes need to change to realize our vision?<\/li>\n<li><strong>Support: <\/strong>How will we support people? What actions will we take as leaders to support people through this change?<\/li>\n<li><strong>Next steps: <\/strong>Note any further action items that leaders need to take.<\/li>\n<\/ul>\n<p>By going through this activity, all leaders will be able to speak about agile marketing in the same way. If you have leaders opposed to the change, try and uncover what\u2019s behind their reservations. If the majority are in favor and you have a few reluctant leaders, ask that they support the effort, even if they can\u2019t quite see the benefits yet.<\/p>\n<h2 id=\"h-trying-to-bite-off-too-much-at-once\">Trying to bite off too much at once<\/h2>\n<p>Let\u2019s face it, after the last couple of years of uncertainty, most marketers are dealing with change fatigue. If you try to rip off the Band-Aid all at once, you may be faced with a huge revolt as change is scary.<\/p>\n<p>Instead, take on an <em>agile <\/em>approach to becoming agile. Begin with some basic education, so everyone knows what it means (there are many preconceived notions and false info out there). Then, determine the pain points in the marketing organization and <a href=\"https:\/\/martech.org\/do-marketers-need-their-own-agile-framework\/\" target=\"_blank\" rel=\"noreferrer noopener\">how agile can help<\/a> people, not just add more change.<\/p>\n<p>I always recommend starting with a pilot team to test and learn how <a href=\"https:\/\/martech.org\/a-marketers-glossary-to-essential-agile-marketing-terms\/\" target=\"_blank\" rel=\"noreferrer noopener\">agile marketing<\/a> best works, given your culture, people and business needs. Pilot teams can feel messy, but a lot of learning is uncovered from the process of doing, not just planning.<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter digital marketers rely on.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<h2 id=\"h-focusing-on-process-only\">Focusing on process only<\/h2>\n<p>I cringe when I hear people say they\u2019re doing agile marketing because they purchased a workflow tool that says it\u2019s agile. While tools are important, the culture and way people work need to change \u2014 a tool merely supports that change.<\/p>\n<p>In the early days of agile in software development, everything was done on sticky notes on the wall because tools often prohibited meaningful collaboration and conversation. Well, we\u2019re now living in a global marketing and online world, so tools are necessary. However, don\u2019t center how you approach agile marketing around a tool change.<\/p>\n<p>Culture change must be the primary driver for prolonged and lasting success.<\/p>\n<p><strong><em><a href=\"https:\/\/martech.org\/author\/stacey-ackerman\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read next: More on agile marketing from Stacey Ackerman<\/a><\/em><\/strong><\/p>\n<h2 id=\"h-taking-a-team-only-approach\">Taking a team only approach<\/h2>\n<p>I often see companies taking a \u201cteam only approach.\u201d This means that they expect the marketers on the <a href=\"https:\/\/downloads.digitalmarketingdepot.com\/MTC_2110_AgileMkgt_Download.html\" target=\"_blank\" rel=\"noreferrer noopener\">team to learn agile marketing<\/a> and change, but no one else around them does. Let me tell you \u2014 this is an approach that won\u2019t get you very far.\u00a0<\/p>\n<p>Since agile marketing is about a new and different way of working, everyone is impacted. Managers may need to work differently because they no longer assign team members to work but coach them in career growth and skills development. Business stakeholders need to work differently because teams now prioritize work through a backlog, so how they request work has to change. Even departments like Human Resources may be impacted, as how reviews happen, and how people are compensated, may go from an individualistic approach to a team-based one.<\/p>\n<h2 id=\"h-using-agile-words-but-not-really-changing\">Using agile words, but not really changing<\/h2>\n<p>And last, but certainly not least, are those companies that use all of the right agile words but want to keep working in the exact same way as before. These are the same people that think they can lose 10 pounds by eating an entire box of Girl Scout cookies and sitting on the couch (believe me, I\u2019ve tried this approach \u2014 it doesn\u2019t work)!<\/p>\n<p>So while knowing the agile lingo is great, it\u2019s really understanding the agile mindset and where you\u2019re headed, not just where you\u2019re at today, that\u2019s crucial for your success with agile marketing.<\/p>\n<hr class=\"wp-block-separator\"\/>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-image-fill has-background\" style=\"background-color:#fef9f3;grid-template-columns:24% auto\">\n<figure class=\"wp-block-media-text__media\" style=\"background-image:url(https:\/\/martech.org\/wp-content\/uploads\/2021\/12\/image-4-531x600.png);background-position:50% 50%\"><img decoding=\"async\" loading=\"lazy\" width=\"531\" height=\"600\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/12\/image-4-531x600.png\" alt=\"\" class=\"wp-image-344718 size-full\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/12\/image-4-531x600.png 531w, https:\/\/martech.org\/wp-content\/uploads\/2021\/12\/image-4-299x338.png 299w, https:\/\/martech.org\/wp-content\/uploads\/2021\/12\/image-4-100x113.png 100w, https:\/\/martech.org\/wp-content\/uploads\/2021\/12\/image-4-768x867.png 768w, https:\/\/martech.org\/wp-content\/uploads\/2021\/12\/image-4.png 1086w\" data-sizes=\"auto, (max-width: 531px) 100vw, 531px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<p class=\"has-medium-font-size\">Many marketers struggle to apply agile marketing in a way that adds value to team members.<em> Learn how to break that pattern in this free e-book, \u201c<strong>MarTech\u2019s Guide to agile marketing for teams\u201d.<\/strong><\/em><\/p>\n<p class=\"has-medium-font-size\"><em><a href=\"https:\/\/downloads.digitalmarketingdepot.com\/MTC_2110_AgileMkgt_Download.html\">Click here to download!<\/a><\/em><\/p>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator\"\/>\n<hr\/>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a href=\"https:\/\/martech.org\/staff\">here<\/a>.<\/em><\/p>\n<hr\/>\n<p>\t\t\t\t\t\t\t\t\t\t\t<!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<h3>About The Author<\/h3>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/images\/authors\/StaceyAckerman-lg.jpg\"\/><\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\t\t\t\t\t\t\t\t<iframe loading=\"lazy\" id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/5-big-obstacles-to-overcome-to-succeed-in-agile-marketing\/about:blank\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=agile4marketers&amp;show_count=true&amp;show_screen_name=true&amp;size=m\"><\/iframe><noscript><iframe id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=agile4marketers&amp;show_count=true&amp;show_screen_name=true&amp;size=m\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\"><\/iframe><\/noscript>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>\t\t\t\t\t\tStacey knows what it\u2019s like to be a marketer, after all, she\u2019s one of the few agile coaches and trainers that got her start there. After graduating from journalism school, she worked as a content writer, strategist, director and adjunct marketing professor. She became passionate about agile as a better way to work in 2012 when she experimented with it for an ad agency client. Since then she has been a scrum master, agile coach and has helped with numerous agile transformations with teams across the globe. Stacey speaks at several agile conferences, has more certs to her name than she can remember and loves to practice agile at home with her family. As a lifelong Minnesotan, she recently relocated to North Carolina where she\u2019s busy learning how to cook grits and say \u201cy\u2019all.&#8221;\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/5-big-obstacles-to-overcome-to-succeed-in-agile-marketing\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the knowledge I\u2019ve gained by implementing agile marketing in several teams over the last decade, I\u2019ve encountered some common obstacles that make it challenging&#8230;<\/p>\n","protected":false},"author":1,"featured_media":16710,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-16709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 big obstacles to overcome to succeed in agile marketing - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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