Scaling in Marketing

Scaling in marketing isn't just about the size of the marketing team; it's about how effectively marketers collaborate to deliver value across customer journeys. Let's consider a typical marketing organization that may require a scaling approach. They have agile teams working across different marketing functions, focusing on delivering marketing value for specific products or customer projects rather than specific tasks.

If they are working on larger customer projects, have dependencies across teams, or are exploring synergies and adjacent campaigns, a scaling approach would benefit them. 🔄

Working with Agencies

Many marketing organizations collaborate with external marketing or advertising agencies to execute campaigns or create materials. These relationships often require a scaling solution as they don't align with a "one team, one agile approach" model. SAFe provides options for incorporating external providers into planning and execution rhythms without forcing them to be part of agile teams. 🤝

Longer-Term Projects

Agile marketing organizations balance high-frequency testing with longer-term projects like events, webinars, or major product launches. SAFe's program-level planning and visibility into features help manage this mix of demands effectively. 📅

Preference for SAFe in the Enterprise

As marketing follows the agile path taken by product development/service organizations, using SAFe as the agile methodology offers several advantages. It creates a common language across departments, facilitates collaboration, and prepares organizations for integrated customer experience value streams. 🔄

Defining Agile Marketing

Agile Marketing is a mindset and approach rooted in Agile Development principles. It addresses key challenges faced by marketers, including the need for flexibility, data-driven decision-making, and streamlined activities across organizational boundaries. 💡

Scaling Marketing Ownership

In SAFe, Marketing Ownership is divided between strategic "Marketing Management" and tactical "Marketing Owner" roles. This structure ensures effective guidance and alignment across teams of teams, optimizing business value delivery. 🏆

In conclusion, if your organization faces challenges related to collaboration, responsiveness, and maximizing business value in marketing efforts, Scaled Agile Marketing could be the solution you need. Stay tuned for our next blog post in this series, where we'll dive deeper into scaled agile marketing plans. 🌟