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Don't Lose Sight Of Business Outcomes With Agile And Inbound Marketing

Inbound Marketing Metrics Like Leads And Revenue Are Important, Not Velocity

There’s really only one reason to move your marketing team to Agile from traditional waterfall approaches. That one reason is RESULTS! 

Whether you’re looking for more website visitors, more top-of-funnel leads, more bottom-of-funnel leads, more sales-qualified leads, more proposals/agreements, more revenue from current clients or more revenue from new clients – whatever your goal for business results is – that has to be the end game for Agile marketing and Scrum.

Unfortunately, Agile gives you so many new metrics associated with the performance and operation of your marketing team that it’s easy to get blinded by the data.

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How To Know If You're Ready To Scrum Your Inbound Marketing

Is Your Inbound Marketing Performing? That Is The Question

Now that marketing is scientific, 100% quantifiable and completely transparent, you should know whether your marketing is performing. If you’re getting the leads you need to grow your business, there’s no need to continue reading this article.

If you're not (and I know that’s most of you), there are numerous ways to improve the performance of your marketing. Scrum, the methodology to deliver Agile marketing, is one of the upgrades you need to consider.

But, this article isn’t about Scrum. It’s about knowing whether you’re ready to Scrum or not. Here are some indicators to help you decide whether your marketing could use a boost from Agile.

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Prioritization Of Inbound Marketing Tactics Gets Clearer With Scrum

Agile Methodology Shows What To Work On And When, If Results Are The Goal

One of the major challenges associated with inbound marketing is moving away from what we call the delivery of “stuff” and toward the production of business results, or, in most cases, leads for our clients. This means changing a lot of the work processes associated with the traditional agency model and even some inbound agency models.

CEOs and VPs of marketing have been buying “stuff” from agencies for hundreds of years. They buy websites. They buy ads. They buy rankings on Google. They buy blog articles. This is all “stuff” they can touch and feel. Agencies are typically excellent at delivering “stuff.” It’s easy to track and understand the expectations.

Now inbound marketing is here, and “stuff” becomes irrelevant.

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