Lean & Agile Marketing with Kanban

You might be asking yourself — what do software development practices and marketing have in common?

In truth, there is a lot more common ground than you might think between the processes that occur in a software product development team and a marketing team. Consequently, the two can be structured similarly using the Principles of Lean, which have typically proven to lend themselves to the software development cycle.

Applying lean in marketing is an experiment in creating a more streamlined workflow than the creative team might have been used to before.

As the head of a marketing team, supporting the shipping of a SaaS product, I have become accustomed to trying out methods I see our developers use on my own team. After almost two years running my marketing team on Kanban, I can attest to the fact that a flow-based method that enforces work in progress limits, allows for visualization of the process and aims to deliver maximum value to the customer has the potential to transform the field of digital marketing as we know it.