Nikhil Sharma

Nikhil Sharma

Digital Evangelist Since 2006

The 3 Common Agile Marketing Mistakes & Ways to avoid the same

Do you want to effectively alternate your marketing tactics based on incoming data?

How about getting visibility inside and outside the department on marketing work?

Or why not understand what ruined your process before you miss each quarter of this quarter?

If some of them are attractive, I have good news: the solution to achieve all these goals is paved with the same substance, namely agile marketing. The second annual agile marketing report AgherSherpas and CoSchedule Agile revealed that these were the top three benefits cited by Agile marketing teams.

Bad news? It is much easier to make a mistake than to do well Agile.

I spend my days forming marketing teams on how to translate Agile principles and practices into our unique world. That’s why I saw my share of missteps. In hopes of sparing you some of this pain, here are the seven most common Agile marketing mistakes and ways to avoid them.

Marketing Mistake # 1: Organizing Around Projects

You can religiously organize daily meetings, see your work meticulously and follow agile practices to the letter, but if marketers work in a dozen different project teams, nothing will change anything.

Rather than reorganizing people according to the different types of projects, transfer projects to the teams best able to manage them.

I recently coached a team that had heard me say a dozen times, and they theoretically agreed with what I said.

But once we sat down to define their current obligations to the team and compare them to the situation in an agile world, light bulbs spread everywhere.

Marketing Error # 2: Not Aligning with Strategic Objectives

Agility is often closely associated with speed and efficiency, and this is absolutely true. Our agile marketing report shows that 36% of agile marketing teams are going faster.

But without a good alignment on strategic marketing results, you’re just turning the hamster wheel faster.

Make sure that marketing leadership creates (and communicates) annual and quarterly marketing goals. Teams must be confident that their daily work and these priorities have been established, do not change them on a whim.

There is nothing worse than designing a new project and carrying it out, but only discovering that it has been arbitrarily disrupted.

Support your agile teams by clearly stating and setting overall goals.

Marketing Error # 3: Discontinue Meetings Without Understanding Them

I know a few paragraphs before, but you should not be too rigid in your agile adoption, but you should not throw the proverbial baby with the bath water.

If, for example, your daily stand-up meetings seem overwhelming and unnecessary, do not automatically assume that meeting is a problem and stop meeting.

Instead, consider WHY we hold daily meetings first, and if you manage this meeting with respect to this primary purpose.

Do you spend all your time solving problems? Are you going outside and are you going? Are you * breathless * only a week?

Ask your process and see if it’s up to you.


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