In February 2001, 17 software development experts met in Snowbird (Utah) to discuss new techniques and work processes. They all deemed traditional methods to be very static. From there, the Agile Manifesto was born, aiming to favor individuals and their interactions over processes, collaboration with customers, and responding to change over following plans, among others.
An interesting Forbes article, "Why Agile is eating the world," describes how, in 2011, Marc Andreessen (co-founder of Netscape Communications Corporation and co-author of Mosaic, one of the first web browsers with a graphical interface) alerted that technological and innovative companies would dominate the market. And that’s exactly how it turned out. In 2018, the five largest companies in the world by market capitalization are tech firms: Amazon, Apple, Facebook, Google, and Microsoft.
Companies must be agile, able to adapt to changing market needs. As the Forbes article says, the companies that are genuinely agile are the ones eating the world up.
The Agile methodology is a formula for developing projects that need speed and flexibility to adapt to the customer needs and is always focused on results.
This methodology is ideal for those projects that are changing during their life cycle: agility allows us to rectify and adjust priorities and requirements according to the results obtained throughout the project's development while improving the customer experience by being in constant contact with the project.
According to the latest edition of the annual Project Management Institute (PMI) study, Pulse of the Profession study, 71% of organizations across the globe have used the Agile methodology in their projects over the last 12 months.
Unlike traditional forms of project development and implementation, the Agile methodology has these benefits for a company:
Versatility, aimed at achieving objectives
The way work and services get organized isn’t something pre-established, doesn’t respond to a pattern, but is aimed at achieving real and tangible objectives from the first month. It uses Inbound Marketing techniques (attraction marketing), but always 100% adapted to the customer needs.
Restructuring of actions
The Agile methodology works with annual strategies, and there is always a quarterly review of the actions being carried out. This ensures that the approach adapts based on the client's goals.
This also allows for a change in the order of actions regarding traditional marketing strategies. For example: in a meeting with a customer, the strategy shouldn’t always start out with an audit, followed by a buyer persona study and content organization. It could be that the content strategy of that customer doesn’t have well-focused CTAs (Call-To-Action), so the first thing to needs to get done is to modify these elements.
Another one of the Agile methodology’s advantages is that the customer has control of the outsourcing of services. Its way of working functions on 100% transparency, using the Scrum methodology (through Sprints or organizing work deliverables every two weeks).
Teams using Agile hold daily meetings to analyze the state of their tasks, what has been done, and what needs to be done. The client has full access to this working methodology and, therefore, can measure what conversion each action is having. The continuous interaction between the company and the client aims to ensure that the final product is precisely what the customer wants and needs.
At We Are Marketing, we work with the Agile methodology to guide our customers in meeting objectives correctly and helping them achieve tangible results right from the start. If you have a project in progress that you want to carry out in the best way possible, get in touch with us, and we will start working together to grow your company in an agile and secure way.
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