Next, we list 7 ideas to take into account when adopting an agile look at the Marketing area:

1. Create a marketing war-room team

It consists of bringing together a small group of talented people who work quickly and have cross-functional skills. For example, if it is an email marketing campaign project, the room should include a copywriter, a UX designer, a programmer and a Marketing strategist. Your responsibilities include collaboratively running A/B testing to find the best creative and narrative path for the success of your email marketing campaigns.

2. Choose tools that enhance communication and team effectiveness

It is vital to have effective tools and processes that help strengthen communication and synergy among stakeholders in the area. Some of those tools can be Asana, Monday, BaseCamp, to name a few.

3. Prioritize hypotheses over opinions and conventions

Marketing is a purely intellectual and creative area, which makes it inherently complex and non-linear, therefore its execution must be carried out through a process of feedback of tactics and strategies that contemplates the implementation, measurement and continuous learning.

4. Customer-focused collaboration

It is not a secret that marketing must focus on the needs of the client, so the decision-making must always be focused on them, in an integral way -not isolated- or never from a hierarchical position.

5. Develop adaptive campaigns more like “mega-campaigns”

Thinking of small strategies and executing them quickly under a non-linear and adaptive scheme is highly convenient. For example, A/B testing provides valuable information for a real knowledge of customers and allows you to adjust the planning according to what really works.

6. Discover the customer without static predictions

Taking into account the adaptive focus, it is possible to know clients dynamically through their interactions.

7. Plan flexibly and continuously

There is nothing wrong with planning, when thinking about change. For example, when a project includes a high load of creativity in complex and changing environments, strict plans are speculative, and do not reflect reality, therefore they do not add value.