View article on B2B Marketing by Danielle Howe
There's an awful lot of hype surrounding Agile at the moment. But why are marketers singing its praises, and how do you know whether this software development methodology is worth adopting in your team?
First of all, here are six of the pros:
- If successful, work should be completed more efficiently, thereby saving on budget and resources – and delivering business results more quickly.
- It’s built to test, learn and optimise, which is particularly suited to digital marketing efforts.
- It can enable you to adapt to changing market conditions more easily.
- All activity is led and managed by the team, which can lead to better collaboration and increased creativity.
- Members of Agile teams are encouraged to take on tasks outside their usual remit, allowing them to develop new skills.
- The workload should always be manageable (both for the team and its individual members), as it’s the team that decides exactly how work is prioritised.
There are some cons to Agile too:
- Agile methodologies can be hard to understand and implement in organisations where no-one's familiar with this way of working.
- Implementing Agile means asking team members to completely change the way they work, including being very transparent about the work they do, so there could be some push-back.
- If implemented badly and without proper understanding and support from the team itself, it can be counter-productive.
- To achieve success with Agile, certain rituals need to be followed, such as the daily stand-up meetings and the retrospectives, which means everyone on the team needs to be committed to the principles of Agile.