Jim Ewel, CEO of InDemand Interpreting, presented “The Role of Agile in Creating a World-Class Marketing Team at the January Boston Agile Marketing Meet-up. Jim has been a leader in the Agile Marketing movement for a long time. This talk is about what a World-Class Marketing Team might look like in an Agile environment.
Jim proposed a Marketing Maturity Model he adapted from a Software Capability Maturity Model. To create a world-class marketing team, there are five stages that evolve over time. Normally we identify agile with speed. Here see that it becomes more about quality and efficiency.
Here are the five stages:
Heroic Efforts – Because there are no processes or methods developed, you hire great marketer that go through heroic efforts for great results.
Agile as Project Management – This phase is about speed. People are getting things done.
Experimentation and Continuous Improvement – Here we are looking at optimization of efforts and experimentation.
Agility and Speed – Jim is using agility in the sense of responsiveness to change. It’s not just about speed, it’s more about getting the right things done.
Remarkable Customer Experiences – This is becoming more important in marketing than ever. There really hasn’t been enough work done here.
Jim gave great stories for each of these 5 phases that really gave a strong understanding of each. In conclusion, if you are aware of where you are trying to get to, you can normally get there faster.
If you like Jim’s presentation, you can follow him at: http://www.agilemarketing.net/. Here’s the video.