We spoke to Ludo Guns, Specialist Medici & Liberal Professions at ABN AMRO and Alex Griffioen, Regional Director at Heineken, about their experiences with agile working.
Many organizations are switching to agile marketing. An important step to respond to the outside world faster and more effectively, so that you remain relevant. But you are not there with training people, hanging whiteboards and implementing stand-ups.
Why do companies start agile marketing?
Okay, working agile is hot. Because it's hot, and also because it addresses some of the drawbacks of traditional work. Do you recognize this?
Pillars of agile works
Agile working is all about stimulating individuals and interaction, continuously involving the outside world, emphasis on what works in practice and responding to changes. Agile was originally conceived for ICT projects in the mountains of utah, and in practice there is still the greatest fit. But projects or teams that look beyond IT also benefit from a more agile approach. To really get this off the ground, people need to learn new skills and work together in a different way.
We strengthen teams with agile marketing
Branddoctors strengthens agile teams of customers from the inside out. We participate in agile teams, where we are part of the team on the one hand and thus contribute to the assignment of the team and on the other hand train the team members to better fit the agile principles. And where necessary give advice on how the organization can further stimulate this.
We work on the basis of the design thinking mindset, which fits seamlessly with agile working and which increases the creativity of teams, so that you are more innovative and come to better solutions.
When does agile work work? And when not. What basic rules there are, and what do you especially let go of. We share our experiences.
Agile marketing expertise that we bring in
- Continuous customer involvement: finding out sharp customer insights and validating the customer experience solutions based on actual behavior instead of intention
- Focus on what works in practice: to design value propositions, prototypes and (online) experimenting to find out actual behavior, with a focus on learning.
- Encourage individuals and interaction: We train teams in the design thinking mindset, which helps people make better use of their talent, get the most out of mutual interaction and use tools and techniques more effectively.
- Responding to changes: we take the business model canvas as a starting point and use it throughout the project to formulate clear assumptions and test them in order to constantly review and refine the developed solutions.
In addition, Branddoctors bring expertise in the field of brand positioning en proposition development along. Fire doctors can play the role of product owner, agile coach, marketing insights expert of team member fulfill.