Working agile? You may need to change the corporate culture

Working agile does not equal putting together a new team and implementing some new MarTech. It’s about changing some of the work environment of the marketing organization. 


Working agile? You may need to change the corporate culture

Switching to an agile way of working at a team level can lead to more efficient processes and improvements, which is excellent. But working agile long term is not about specific teams – but about a change throughout the whole marketing organization.

So, before you start adopting agile methods, be aware that the corporate culture of the marketing department may need a large scale rundown before you can begin to benefit from it. 

If you are a smaller marketing team consisting of a handful of employees, the chances are that you are already naturally working agile – especially if you are part of an innovative environment or are a start-up business. In this case, the leap towards an even more agile way of working, for example, through Scrum, Kanban, or Scrumban, is probably not too far away (good for you!). 

Read moreReports show: Better business with a better team

But, if you are a larger organization that has worked in waterfalls for many years with silos and a downward hierarchy, the situation is probably different. Cultural readiness is the key for new, agile marketing strategies to be successful.

#1. Build new teams

An easy way for a company to claim that they are “agile” is putting together a bunch of new teams. But just because you are a member of a small and tight marketing team does not mean you are an agile marketer. What makes it agile, is that everyone in the team is entitled to make their own decisions, make changes, learn, and adapt without any external people interfering. 

For many large companies, the above scenario probably feels a little daunting. But what is even more daunting is hiring competent people and not giving them any room to create, right? When you think about it that way, the reasons for not to be working agile are very few.

In an agile work environment, the employees, team and consultants are highly trusted by the managers and project leaders. Their expertise and skills are used in the most efficient way, so that creativity and quick decision-making doesn’t get trapped somewhere on an executive desk. 

An agile marketing team has a consensus on how to reach the goals and a roadmap for how to get there. The use of efficient MarTech-tools is also essential to be able to get the most out of an agile team.

Read moreP&G CMO promised to take back control from agencies – this is what happened

One way of creating a new, agile team, is by putting together a so called cross-agency-team. This team consists of a mix of people from different agencies, consultants with special skills, and in-house-workers. Read more about how a cross-agency-team work here!

#2. Get rid of slow processes

Take a look at what the workflows look like, from idea to delivery, to be able to understand where the bottlenecks occur. For agile methods to work, time-consuming processes must be minimized.

You can benefit a lot from cutting down on unnecessary administration, and instead, make the team and employees more self-sufficient. An agile team does not have time to wait for executive approval – they need to be able to move fast and with its own authority. 

The agile way of working may not suit everyone. But, we are convinced that if you want to benefit the most of the modern marketing landscape – agile is the way to go.

At Customersonly, we believe that agile, fast-footed teams consist of so-called “cross-agency-teams.” These teams consist of people from different agencies, mixed with individual freelance consultants. The result is a better, faster, and cheaper way of modern marketing. 

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