Most people think agile is all about the race to the finish line and cranking out more and more work, but if you’re a newer agile marketing team you’ll want to focus more on predictability than speed. It sounds weird because we do want faster campaign delivery, but predictable delivery is needed first.
Let’s be real here—marketers often aren’t trusted by stakeholders. Marketers always have good intentions, but too often they are overloaded, causing them to miss deadlines. When the Sales Department is waiting for that new product promotion to launch so they can meet their sales quota and it’s not ready on time, the relationship becomes strained.
