I’ve been working lately with Matt Heinz of Heinz Marketing. If you don’t know Matt, he’s one of the most consistently insightful marketing practitioners around. If you’re in the Pacific Northwest, hire him. If you’re not, subscribe to his newsletter, which is full of nuggets of goodness.
We had just finished our first Sprint together at a company I’m now running, and we were conducting our Sprint Review, working our way into planning for our second Sprint. I’ve introduced Matt to Agile Marketing, just as he’s introduced me to some of his techniques, and he made a comment that I found particularly insightful.
We have to be careful that we don’t let all this great activity that we’re getting done because of Agile Marketing lull us into thinking that we’re accomplishing our goals just because we’re moving so much from the Sprint backlog column into the done column.
I think that’s exactly right. The point of Agile Marketing isn’t just to get more done, it’s to get the right things done so that we can hit our goals and ultimately generate more business for the company.