silo thinking consultation
Also read: New platforms, new SEM era!
In order to use specializations across a scrum team or channel division, consultation between specialists is necessary. As mentioned, this happens in chapters, where the specialists share their knowledge. My experience is that in practice, too little attention is paid to this in many companies. As a result, we lose time because we do the same thing. Think of reporting, analyzing campaigns and creating and maintaining segments. We also pay too little attention to continuity: if someone leaves a team, the knowledge is not easily transferable to someone outside that specialization.
But how can we prevent this? My solution to give more direction to specializations is to give them common objectives. Think for example of data quality as an objective for data analysts, successful campaigns for marketers, successful launches of internet pages for tagging specialists. Not all scrum teams will be able to achieve this guatemala whatsapp number bjective individually, which means that the specialists have to work together.
Realizing objectives
Sharing knowledge and registering achieved goals is often done using tools such as Jira, Confluence, Trello or Slack . You also see that not everyone takes the time to look through, fill in or update these platforms when there are changes in the approach of the organization.
Where a company can really make a profit is by giving them an objective and targets. This forces specific knowledge groups to communicate with each other in a natural way.
Give your technical analysts a data quality objective, where they are all assessed on accurately measuring new deliveries. The technical analysts are responsible for the tagging on the website. This tagging is needed to measure the KPIs in the organization. By making them responsible for all deliveries, they have to consult and share their knowledge to get the correct data from these deliveries.
Give your data analysts a target as a specific number of actionable analyses, or contributions to optimizations. Within a single scrum team or channel team, there are only a limited number of analyses possible. By making this a target, the analysts have to discuss and share their knowledge about what specific insights worked for them, so that the other analysts can apply this to their team as well.
Give your online marketers a target related to the number of successful campaigns. Because this is a shared target, it is wise to continue sharing this knowledge. Because without optimal knowledge sharing, agile/scrum will not work or will not work in the traditional channels.