For a long time now, businesses have been using the Waterfall approach to execute marketing plans. The Waterfall method involves implementing the marketing plan in a linear manner. Each phase would follow the next in a cascading manner. Unfortunately, this method is time-consuming and not efficient in a world that requires a more dynamic and flexible approach.
Why Agile marketing?
Agile Marketing is influenced by Agile development framework, allowing for a flexible and collaborative approach to execute projects and communicate with teams. An Agile Marketing strategy is particularly suited to manage offshore marketing teams and to coordinate with them quickly and efficiently in order to complete several disparate marketing processes simultaneously.
With multi-channel marketing becoming crucial to reach customers wherever they are, Agile Marketing promises clear communication between teams. It helps you to assign roles and targets to your offshore teams and monitor them on an ongoing basis via Scrum meetings.
In this article, let us take a look at how you can build your own offshore Agile Marketing quickly right from the scratch.
Before you start building a team, keep these pointers in mind
Start with identifying agencies which specialize in multiple disciplines. An agency that only specializes in digital marketing may not be able to help you with certain technical aspects of your marketing campaigns.
3 tips to make your offshore Agile marketing team a success
Identify the roles you need to fill
According to us, most marketing teams can be divided into 5 groups.
How many people should be in each team? The answer to this question is not simple. It depends on the size of your own company and also your marketing goals. Agile marketing revolves around the idea of scalability and it makes sense to keep the team(s) as small as possible. There are cases where just a single team manages all the functions described above. Sometimes, just 2-3 members can form your offshore Agile marketing team, and their roles may overlap. In other cases, you can have multiple teams with as many as 10-15 members in each team, and each led by their own ScrumMasters.
Organize your offshore marketing team and assign leadership roles
To build your high performing offshore Agile marketing team, start small and identify your marketing approach. The crux of agile methodology is to be able to scale. A good vendor will only assign those members who are required to complete your project. This can be as few as just two individual members, one of whom could be the ScrumMaster. As your marketing requirements grow, newer members can be added to your team. With each additional member, the prospects of dividing your team into multiple ones increase. At this juncture, you can refer to our guidelines regarding a full fledged marketing team.
Agile leadership varies across organizations and there can be different kinds of leaders. Some of the leadership roles that companies often hire externally include
The one who leads the team should have an above-average intellectual capacity and should be able to arrive at solutions in a creative manner. These are the primary qualities you need to look for in an agile marketing team leader. This person can also double up as the Scrum Master if you are looking at a very small team.
Managing your offshore Agile marketing team
Once you have a team(s) in place, it is time to start managing the offshore Agile team as your own. Agile marketing works similar to Agile development, and the basis of Agile marketing is tracking and measuring success via Scrum meetings that are held regularly.
It makes sense to assign the role of ScrumMaster to someone from the offshore Agile team, instead of assigning the role to someone from your in-house team. This way, the ScrumMaster can conduct daily 15-minute standup at the offshore location, while the weekly reviews can be done alongside your internal representative. This is an easier way to manage and monitor campaigns while keeping team dynamics flat.
Key points to remember:
Use chaos to your benefit with Agile marketing
As you can see, building an offshore Agile marketing team is not an easy task. It is important to consult with vendors who stick to Agile philosophy strictly and build your team slowly. Begin with identifying your marketing goals and fill roles that suit your strategy. Once you have identified and filled the offshore Agile marketing roles, work with ScrumMasters and regularly receive updates about Scrum meetings and conduct reviews. Learn from iterations and scale up/down depending on the situation. Agile marketing provides you with the perfect methodology to put order into a chaotic marketing environment and helps you to leverage seeming chaos to your benefit. Starting small and scaling up or down as per your growth requirements is the perfect recipe for successful offshore Agile marketing.