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Agile marketing is all about putting customers at the center of everything we do. Yet, so many marketing organizations struggle to form teams this way. One of the biggest benefits of agile marketing is being able to have teams that can deliver meaningful experiences to customers, getting away from silos that cause us to have tunnel vision.
While there’s no right or wrong way to form an agile marketing team, there are a few recipes for success that I’ve observed over the years that work better than others.
Funnel teams are formed around how the customer engages with your brand. This works if you have multiple agile teams and you form different pods related to lead generation, consideration, sales and retention. The challenge, however, is making sure that all of the teams have a line of communication built in with one another so that the entire customer journey is understood.
Agile has a meeting called Scrum of Scrums where a representative from each team comes together to communicate what’s happening across all of the teams. This is typically done as a 15 minute standup a few times a week.
Persona teams are built from your company’s primary customers that you’re trying to reach. If you’re working at a health insurance company, you may have some distinct persona groups such as human resources professionals, employees, small business owners or medical personnel.
By centering teams around these major persona categories, each team gets to really dive deeply
Read more here: https://marketingland.com/form-your-agile-marketing-teams-around-the-customer-284703