长期以来，Agile一直是软件开发公司使用的项目管理系统，用于帮助这些公司响应技术的快速变化。但是，由于完全相同的原因，越来越多的非技术业务采用和改编了敏捷，以使其业务保持敏感，适应性，快速和动态。对于像营销这样的领域，抓住可以帮助营销人员更灵活地响应不断变化的客户需求，营销方法和营销平台的系统才有意义。188滚球地址
If you want to build an agile marketing team, keep reading. In this article, we’re going to walk you through everything you need to know about what agile marketing is, how to build the right agile marketing team, and why you should.
什么是敏捷的营销以及如何利用它使您的营销更好：
What Is Agile Marketing?
Agile marketing is a市场策略in which teams work collaboratively to complete projects within short, finite periods of time known as sprints. Agile marketing helps teams respond to changes as they come up rather than staidly following a plan regardless of what happens. This allows marketing plans to be “in the moment” by focusing on:
- 测试和证据而不是假设
- Several small experiments in place of siloed guesses
- Collaboration as opposed to hierarchy
您可能不熟悉的敏捷营销有一些术语。他们是：
Sprints
冲刺是允许团队完成项目或营销计划方面的时间。这些持续时间范围从大多数营销团队的1-6周内。较大的项目可能会分为多个冲刺，以确保可以轻松管理。
Stand-ups
站立是与整个营销团队的短期每日会议，以简要介绍前一天的成就以及每个团队成员当天的计划。这样可以确保立即解决任何问题或问题，以便按时完成项目。一些营销团队使用虚拟站立式站立而不是面对面的会议，以使中断降至最低。
Project Progress Tracker
The point of agile marketing is to make sure that projects get completed on time, so having a project management tool like Trello, Asana, ActiveCollab or others is important for tracking. You can even go low-tech and use a whiteboard and Post-its.
Differences Between Traditional and Agile Marketing
重要的是要注意，从传统的营销系统转换为敏捷营销系统并不意味着您就抛出了营销策略。您将关注您的市场策略as you always would, but the way you handle the work that you do within your marketing strategy will change.
There are 4 key differences between traditional and agile marketing:
Agile Marketing Is Fast-Paced
With agile marketing, you can split large projects into shorter sprints. During those 2–6 week sprints, your marketing team will meet to discuss what they’ve done and what they’re planning to accomplish. This keeps everyone informed about the project and better able to respond to any challenges that arise.
Agile Marketing Is Rapidly Iterative
敏捷营销使它更容易让陈ges to content you’ve already created in order to address the needs of your customers or website visitors. This can help you boost the performance of content that may be high-quality but that is missing the mark in terms of engagement and conversions.
您还可以在前端采取其他步骤create content that’s more engaging. When you’re making the effort during the content creation process it makes it a lot easier to optimize your content further later on.
Agile Marketing Is Collaborative
Agile marketing teams work collaboratively toward achieving a common goal. This means that each member of the marketing team is involved in the successful completion of the project, removing the siloed approach that can produce barriers to completing a project when there are delays with getting approval or assigning tasks.
Agile Marketing Is Driven by Testing and Analytics
Agile marketing is evidence-based. Agile marketing teams are driving by testing the content that they produce and evaluating the results to make the content even better, faster. Due to the fast-paced nature of agile marketing, these teams can conduct tests quickly, evaluate the results, and implement changes in a short period of time.
Benefits of Agile Marketing
Due to its fast-paced, collaborative nature, agile marketing has several far-reaching benefits for your business that can increase productivity, boost conversions, and generate more sales. Here are the 3 biggest benefits we’ve seen with agile marketing:
Agility
Agile teams are much more agile and able to change course than traditional teams. This is largely due to the collaborative effort where each team member is actively engaged in the process. These teams also seem to have a higher threshold for experimentation and are likely to produce more innovative ideas.
Pace
敏捷营销在适应不断变化的市场状况和客户期望方面要比传统营销要好得多。
目的
敏捷团队可以更好地分析结果并进行与您的业务目标保持一致的改进。
5个步骤敏捷营销
Agile marketing works through constant evaluation and optimization, making it easily adaptable for any business. You create the agile marketing system that works for your company and build a repeatable framework. While your business needs are unique, moving to an agile marketing system involves a 5-step process that any business can use. In this section, we’ll walk you through the 5 steps you should follow to build your agile marketing system.
Step 1: Get the Agile Marketing Framework Right
While there are numerous frameworks that can be used for agile marketing, there are 2 common frameworks that stand out: Scrum and Kanban.
Scrum
Scrum的重点是通过短暂的重点工作进行重复的增量交付。每个冲刺都是由营销团队创建的，该团队决定他们想从团队的积压（优先级待办事项清单）中获得多少冲刺。然后，团队承诺完成冲刺中的工作。
This framework relies on direction from several defined roles:
ScrumMaster (or Agile Lead):This role’s sole purpose is to make the team successful by removing obstacles. They schedule and run the daily standups, track and remove obstacles, maintain the marketing backlog, as well as organizing and leading the sprint planning sessions, sprint review, and sprint retrospective. They’re also tasked with making sure the team follows the Scrum rules as the team has laid them out.
产品所有者（营销所有者）：This role acts as a liaison between the marketing team and stakeholders who aren’t part of the team. They’re essentially the team’s spokesperson with sales (if your sales and marketing teams are separate), executives and C-levels, the product development team, and more to make sure that marketing is doing what they should be doing when. They will also work to protect the team from interruptions.
Team Members:There’s very little, if any, hierarchy in an agile marketing team. Everyone works together to achieve the team’s goals.
The Scrum agile marketing framework also includes a few different meetings:
Sprint Planning:Agile sprint planning helps your marketing team break larger projects into smaller pieces that can be completed efficiently in a set amount of time.
Daily Standup:Daily standups are how teams share what they’re working on and what obstacles they’re meeting. Standups are short meetings (15 minutes, max) that typically involve each team member answering these 3 questions:
- What did you accomplish yesterday?
- What are your goals for today?
- 是什么让你退缩？
Then, the team works together to address and eliminate the obstacles.
Sprint回顾：Sprint回顾展是在Sprint结束时举行的一次会议，以审查三件事：
- What went well?
- 什么不好？
- How can we improve?
这些会议持续30分钟到一个小时，并使团队有机会诚实地回顾他们的表现，语音反馈和自我反射。
Sprint Review:In the sprint review, the team shares information from its retrospective with those who are outside of the team.
看板
尽管Scrum专注于增量交付，但看板框架与流有关。目的是构建一个通过重点和可见性为客户提供价值的系统。看板以此为核心，依靠跟踪3件基本内容：
您一生中可能已经看到了一些看板。董事会旨在展示团队正在从事的工作，以便团队可以决定是否在正确的事情上花费时间。
Image Source: https://www.kanbanchi.com/what-is-kanban-system
与Scrum框架类似，看板要求团队通过限制团队成员的工作数量来集中精力。这是通过WIP（正在进行的）限制来完成的。这些限制是在工作阶段中可以包含多少个项目的绝对最大值。例如，将团队看板董事会“执行”列中的项目数限制为5个项目。这迫使团队只承担与团队目标保持一致的要求。
尽管看板在Scrum框架中没有相同的会议结构，但我们强烈鼓励您每天举行一次站立和一致的回顾。
Of course, there’s more to Kanban than the board and WIP limits, but this is an excellent place to start.
Step 2: Creating Your Agile Marketing Team
Not every agile marketing team is going to look the same. Roles vary between Scrum and Kanban frameworks and across industries or departments. We’ve already covered the basic roles you’re like to see with agile marketing teams, so in this section, we’re going to take a closer look at the characteristics you’ll want to look for and keep in mind when building your agile marketing team.
1. Adaptable
Agile teams must be easily adaptable to new situations and feedback. Your marketing team will be involved in everything from领先一代并养育customer experience, so it’s important that they can move within those skills with minimal disruption.
2.好奇
如果没有好奇心，敏捷团队将无法生存。敏捷的营销团队不仅总是问“如果是什么”，而且是“数据告诉我们什么”，然后将这些信息用于improve content更好的参与their audience.
3. T形或跨功能
敏捷团队成员是跨职能和T形的。这意味着团队成员能够了解营销项目的大多数方面，同时在特定领域拥有广泛的专业知识和经验。尤其是跨职能团队具有广泛的技能，可以在大多数项目的几个方面使用。
4.创业
敏捷团队不满足于完成项目的“关注领导者”方法。他们希望参与冲刺计划，并确定营销积压的项目。敏捷团队拥有项目的所有权，并总是提出创新的方法来获得结果。
5. Team-Oriented
Agile teams are oriented toward group success rather than individual efforts. This may seem to run counter to the entrepreneurial spirit valued in agile teams, but they really complement each other quite well.
You shouldn’t expect every member of your agile marketing team to have all of these characteristics. However, the more of these characteristics embodied by your agile marketing team, the better it will be able to meet the needs of your business.
步骤3:从小事做起
One of the biggest mistakes marketing teams make when moving to an agile marketing framework is trying to do too much all at once. You don’t need to immediately adopt every single aspect of agile marketing right off the bat. In fact, doing so may backfire due to the “all or nothing” nature of such approaches.
首先选择要改进的区域，然后从那里逐渐扩展。您开始的地方应该是一项小任务，并有有限的开始和结束。尝试不同的敏捷方法，以找到最适合您的业务和团队的方法。从Scrum框架开始，这是最简单的，因为它倾向于更具结构化，因此更易于用户友好。
Step 4: Ask for Support
It’s important to remember that your marketing team isn’t the first one to switch to an agile marketing system. Seek out an agile marketing practitioner who can help you understand the process and move your team toward the agile marketing framework that’s right for you—and who can help you implement it.
敏捷的营销从业人员对敏捷营销非常精通，并可能在整个过程中帮助其他几个营销团队。他们可以为您准备成功，并帮助您避免其他团队转向敏捷营销框架时犯的错误。
步骤5：测量和评估
Agile marketing involves extensive testing and evaluation. This is a requirement for agile marketing, but the您跟踪的指标should be your own. Base your experiments and tests on your business’s goals and use the results of your testing to improve your content and find other ways to get better results.
Adopt Agile Marketing for 2020
Agile marketing is the best possible response to the demanding and competitive business landscape of 2020 and beyond. When you’re able to adapt to changing consumer needs by传递正确的营销信息to the right customers at the right time, you’re in the best position to get more leads, boost conversions, and generate more sales.
