Sales and Marketing Teams interface between consumers (or customers) and the delivery teams. They are responsible for the promotion, pricing, market research, lead generation, and sale of your products and services. Effective sales and marketing teams will interact closely with your customers, through shop fronts, online websites, social media, or professional networks. Sales and marketing also work closely with the delivery teams, to ensure that the outcomes meet Customer needs or expectations.
- Typical products: High-level product requirements, packaging.
- Typical processes: Lead generation, market research, setting prices, promotion, professional networking, presentations (e.g. conferences and trade shows), sales (online, shop front, or B2B), distribution.
- Optional processes: Advertising campaigns, social media, customer service.
- Frameworks and guidelines: Relevant legislation.
- Typical Customer: The organisation (represented by the senior executive). Depending on your organisation, the delivery teams can be a customer, but the converse is also possible, where the marketing manager is the customer of the delivery teams.
- Stakeholders: Media and Communications (branding and advertising), Finance and Accounting (budget and cashflow).
- Work style: Ad hoc. Suitable for continuous delivery (e.g. Kanban).
Sales and Marketing often work in an agile way already, so under business agility their role may not change significantly. For B2B products, sales staff are still responsible for lead generation, but handover to the Delivery Teams is much earlier. Remember, Delivery Teams have the responsibility for working directly with the Customers. For B2C products, the marketing manager may become the Delivery Team’s Customer, with the additional responsibilities that entails. There is minimal change to consumer sales Teams, e.g. shop front staff.
Case Studies[edit source]
- Intland – Building an Agile Marketing Team
- Agile in "Classical" Marketing Teams - Short and Mid-Term Benefits
- Various Marketing Case Studies
- Transforming an Advertising Agency - Bringing an Agile Mindset beyond Engineering
- Shipping is NOT Success, Let it Sail
- From solo artists to an orchestra; a journey toward playing as an ensemble
- Agile Metro Network
- Creating Role and Project Clarity at T-Mobile
- Why Agile Why Now
- Agile Marketing - ABN AMRO Retail
- Learning to do Agile in Marketing
Further Reading[edit source]
Books & Book Reviews[edit source]
Join the Marketing Agility Community[edit | edit source]
If you'd like to continue the conversation with like minded individuals around agile marketing, join the Marketing Agility Alliance. Also consider joining the Business Agility slack community. Specifically join the #marketing-chapter channel.
Library Steward[edit | edit source]
The content in this section has been brought together and curated by the great folk within the Marketing Agility Alliance. The stewards of the Business Agility Library are leaders in their field and we quite literally couldn't create such amazing content without their support. These organisations are leaders in the community and, through their actions and insights, continue to expand the horizon of business agility for us all.