Agile marketing is getting hotter and hotter. But it’s not getting easier and easier. Despite how much you want to move faster and faster, your team might not feel the same way you do. What are the things that stop your team from jumping into agile feet first?
- You punish the guilty. The easiest way to stop all experimentation is to penalize mistakes. You should expect most of what you try to fail, so any negative repercussions teach your team not to take a chance.
- You can’t keep score. Experiments are only effective if you can separate the winners from the losers. Unless you have the analytics in place to know which experiments worked, your team is unlikely to try them.
- Your IT can’t keep up. Digital marketing depends on technology. Agile marketing depends on the data collected by technology. If you force your marketing team to deal with a moribund IT team, don’t expect experimentation to flower.
- You don’t give them room. The creativity to experiment requires space. If you’ve overloaded your team with work that gives them no time to think, expect your team to drop the experiments first.
- Your team doesn’t know how. You can’t expect people to do new things when you haven’t explained what you want–nor given them the skills to deliver. If you expect your team to figure out on their own, not all of them will.
Your team might have any of these problems–most teams do. If you have the last problem, my new Mike Moran’s eCourses might be just what you need.
