The author says a lot of marketers think that agile means fast - but that's not usually the case. In fact, if you're new to agile marketing, you should pay far more attention to predictability than speed. While that may sound counter-intuitive, and you do want to create marketing campaigns faster, you really want to pay attention to predictable delivery.
In the real world of marketing, however, other stakeholders come into the equation - and they don't always or often trust marketers 100%. When salespeople are eager to hit targets, and there is no sign of a marketing campaign, the situation becomes less than ideal. Yet, marketing teams that deliver 100% of their campaigns by a deadline, 100% of the time maybe aren't being challenged enough and could perform better. Speed isn't the be-all and end-all of the exercise, after all - but it's a fine line, and if marketers deliver too late too often, trust gets strained or even broken.
The author makes some excellent points for predictability over speed. However, I just wonder if that ideal can really translate to the business of marketing when there are real products and deadlines and under-pressure salespeople involved. What do you guys think? What's more important? Being on time every time or the quality and predictability of a campaign?
The article is well worth a quick read, and I think most marketers and teams can get some real insights from it - although, taking it 100% as read might prove to be more difficult in the day-to-day.