Episode C.035 Marketing Is Both A Sprint & Marathon

Introduction
Even though the new quarter doesn't start until Wednesday, we are jumping into it with both feet. BTW - that is also the theme for July - Being Agile. Two quick reasons for this theme now. First is we are in new territory when it comes to the economy, social factors, government action and how it is affecting our ability to run a profitable business. The second is how it matches with our previous emphasis around building a "Lean Organization'. The difference is simple - Agile is a mindset that uses the principles of Lean to succeed in unstable times.
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Show Objectives
Let's start with the obvious - Capabilities Needed for Success. Here are the reasons to use this philosophy in your Marketing, Sales, and Service processes:

1. Ability to Change Direction Quickly;
2. Constraints Obvious Quicker;
3. Better Real-Time Data on Performance;
4. Higher Quality of Work;
5. Alignment with Business Objectives.

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“Agile marketing is an approach in which teams identify and focus their collective efforts on high-value activities and projects, complete those tasks collaboratively, measure their impact, and then continuously and incrementally improve the results over time.”  Uhuru Network

​The Marathon is how Lean Are You, the Sprint is Agility.

What You Need to Know

• Power of the SCRUM: lightweight process to rapid development and deployment;
• Eliminate Constraints: quick identification of bottlenecks for removal;
• Daily Huddles (Standups): consistent and frequent communications on task status, problems encountered, help needed, forecast to meet daily objects;
• Everyone is in the Game: rapid development and deployment is resource dependent, everybody has to have a significant role to meet deadlines.

​What You Need to Do

1. Planning: build requirements chart - customer needs vs internal technical specifications.
2. Ready: Scheduled and in Queue
3. WIP: Project (Campaign) Designed by Resources
4. Review: Worked Reviewed as a Process
5. Acceptance: Project meets Standards
6. GO: Start the Sprint

Next Show: C.036 Leading Agency Talent