We look at metrics that range from “keep the lights on” activities to metrics that tie to company-wide quarterly goals and commitments. Marketing-specific metrics fall in the areas of lead flow, social media / SEO, analyst relations, opportunities generated, and so forth. As you know, marketing teams have such a diverse backlog of projects, so reviewing which metrics are important for meeting our goals is a way for us to try to prioritize.

Thanks for your interest, and best of luck to your team.

It is a lovely post. Thanks so much for being so candid and open!

I have actually experienced Agile changing behavior in quite a pronounced manner. A few years ago a certain product lines was moved into my business unit. We could not figure out why their assimilation was so difficult – the guys were no dummies. One of my directs eventually figured out the mystery: unbeknown to us, we as staff became Agile to the point that our decision making process made no sense whatsoever to the folks in this product line…..

Thanks again for writing and sharing this post!

Israel

As a professional applying agile to marketing, would you be able to elaborate on item 4 about what are the top measurements you are using to guide your decisions?

Maybe Alexandre could comment as well on the PR side. Are you looking at share of voice against competitors, total mentions, delta in web traffic, etc.?

Thank you.

-greg

I enjoyed reading your guest blog post today. As one who interacts/works with Rally Software, an Agile organization, I can attest to the fact that your list of 10 items is “spot on”.

(In the interest of full disclosure, I work with GroundFloor Media, a PR agency in Denver that works with Rally. I work with Rally employees every day and am consistently inpressed with the collaborative environment that Rally encourages and supports.)

~ Alexandre