Kanban, derived from the Japanese word meaning ‘visual signal’ or ‘card’, is renowned for its fluid, just-in-time production system, emphasizing continual delivery without overburdening team members. Contrary to this, many Agile methodologies, such as Scrum, focus on fixed iterations for planning and delivery. So, why are some marketing-focused, cross-functional Kanban teams finding value in planning in 1 or 2 week iterations? Let’s dive in, referencing lean principles, agile values, and some remarkable yet under-recognized books along the way.
The Nature of Marketing
Marketing, by its very nature, is both reactive and proactive. While long-term campaigns are planned months in advance, there’s a constant need to adjust to market reactions, competitor moves, and real-time analytics. Iterative planning offers a structure that allows for both forward-thinking strategies and adaptive responses.
Lean Principles & Iterative Planning
Lean thinking, as explored in the influential book “The Toyota Way” by Jeffrey Liker, emphasizes several principles which can be applied here:
- Eliminating Waste (Muda): Short iterations in planning mean quicker feedback loops. Teams can promptly identify what’s working and what’s not, thereby minimizing wasted efforts on non-performing campaigns or strategies.
- Just-In-Time (JIT): Similar to Kanban’s pull system, JIT is about producing only what’s needed, when it’s needed. Iterative planning aligns with this by ensuring teams only work on immediate, high-priority tasks that provide value.
Agile Principles That Align with Iterative Planning
The Agile Manifesto, the cornerstone of agile methodologies, lists out principles that champion adaptability, customer focus, and regular reflections. Some principles that resonate with iterative planning include:
- Welcome Changing Requirements: In the fast-paced world of marketing, where trends can shift overnight, being adaptable is crucial. Shorter iterations mean teams can swiftly pivot their strategies based on new data or requirements.
- Deliver Working Solutions Frequently: Whether it’s a campaign, a content piece, or a promotional event, frequent deliveries ensure constant value provision to stakeholders and customers.
- Reflect, Adjust, and Perfect: Iterative planning inherently has built-in reflection points. At the end of each iteration, teams can review their successes and areas of improvement, leading to enhanced efficiency over time.
The Power of Cross-Functionality
Cross-functional teams bring diverse skill sets to the table. From content creation, SEO expertise, and data analytics to graphic design — each role plays a pivotal part. Regular planning meetings offer consistent touchpoints for collaboration. Team members can align on goals, share insights, and ensure everyone is on the same page. As mentioned in “Team Geek” by Ben Collins-Sussman and Fitz, effective teams often cross-train and share skills. Iterative planning allows for skill gaps to be identified quickly, offering opportunities for team members to jump in and assist.
Harnessing the Power of Feedback
In “Thanks for the Feedback” by Douglas Stone and Sheila Heen, the authors emphasize the transformative power of feedback. Shorter cycles mean quicker launches and, consequently, swifter feedback from the market. This rapid feedback loop can be a game-changer for fine-tuning marketing strategies. Regular iterations ensure stakeholders are engaged and informed frequently, leading to clearer communication and better alignment with business objectives.
The Predictability Paradox
While Kanban advocates for a flow-based approach, there’s undeniable value in predictability, especially for stakeholders awaiting results. Iterative planning introduces a rhythm, a predictable cadence of planning, executing, and delivering. This balance between adaptability and predictability is beautifully explored in “Antifragile” by Nassim Nicholas Taleb, where systems that increase in capability to thrive as they face shocks are highlighted.
Avoiding Burnout & Overburdening
Lean thinking is not just about efficiency but also about sustainability. Teams should be efficient without facing burnout. Iterative planning, with its fixed durations, ensures work is paced out, and teams aren’t overburdened — aligning with Kanban’s principle of limiting work in progress (WIP).
While purists might argue that Kanban should remain free from time-bound iterations, the fusion of Kanban’s flow-based approach with iterative planning, especially in the dynamic world of marketing, offers a compelling model. It merges the best of both worlds: the adaptability and continuous delivery of Kanban with the structure, predictability, and regular reflection points of iterative planning.
As the world of work continues to evolve, methodologies shouldn’t be rigid but should adapt to the unique challenges and requirements of each domain. For marketing-focused, cross-functional teams, it seems that embracing short iterations in planning within a Kanban framework might just be the winning formula.
