How to Build A Customer-Centered Agile Marketing Team

The ideal situation is for designers, writers, social media specialists, and other types of marketers to form cross-functional teams capable of delivering marketing from strategy to execution with limited dependence on people outside the team.

Fremont, CA: Agile marketing is really about placing the customer first in everything a business does. Despite this, many marketing organizations find it challenging to create teams in this manner. One of the most significant advantages of agile marketing is the ability to form teams that can provide meaningful experiences to customers, breaking down silos that cause businesses to have tunnel vision.

Here are five ways to create an agile marketing team:

Service Teams

Service teams are marketing groups that provide their company with in-house agency services. This type of team is frequently made up of graphic designers or content writers. While these types of teams may be required if a small number of people are supporting a large organization, service teams should be formed with due care.

The issue with service teams is that they frequently create a reliance for all of the other teams, causing time to be wasted in getting marketing out the door. If your company has six product teams and one service team, each of the six product teams may have to wait in line for graphic design work.

Persona Teams

Persona teams are formed from the primary customers that the company is attempting to reach. If you work for a health insurance company, you may be assigned to one of several persona groups, such as human resources professionals, employees, small business owners, or medical personnel.

By organizing teams around these major persona groups, each team can plunge deeply into their specific needs and have a full view of the customer's experience, decreasing the risk that a potential customer is contacted by various members of the company and, potentially, tuning you out.

Cross-Functional Teams

The ideal situation is for designers, writers, social media specialists, and other types of marketers to form cross-functional teams capable of delivering marketing from strategy to execution with limited dependence on people outside the team. This is how agile marketers can deliver campaigns much faster than going from department to department.

Product Teams

Product teams have been the tried-and-true method for software development teams to work for almost two decades. This is a natural adjustment if you are part of a product marketing group. Other marketers can gain from organizing around the product, particularly if you have multiple products, each with its own set of customers and marketing strategies.

Funnel Teams

Funnel teams are created based on how customers interact with an organization's brand. This works well if they have various agile teams and divide them into different categories for lead generation, consideration, sales, and retention. The challenge is ensuring that all of the teams have a common communication channel so that the whole customer journey is comprehended.

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