Agile metrics are a tool that helps marketing teams measure the progress and productivity of their activities to keep up and overcome difficulties. Agile metrics are really effective when they are tailored to the specific needs of each project.
Agile metrics are used both at the team level and at the individual level. At the team level, they help assess the overall health of marketing activities and identify potential bottlenecks. On an individual level, they can help identify areas for improvement for each team member based on their progress.
Importance of Agile Metrics
The importance of agile metrics lies in the fact that they allow us to track the progress of our marketing actions and identify areas for improvement.
In addition, agile metrics also bring other benefits:
- They increase productivity by providing project timeline charts so those involved have a clear view of the project.
- They offer transparency and encourage accountability among stakeholders because everyone knows what is expected of them and their teams.
- They improve communication between team members because agile metrics provide specific information about the progress of the project that allows starting conversations or meetings based on metrics and data.
- Helps team leaders identify potential risks and issues early on from historical data from agile metrics, helping them correct processes and save time.
Types of Agile Metrics
There are three main types of agile metrics:
1- Scrum metrics
Scrum is a process in which work is done in sprints to quickly deliver small projects that make up larger projects over time. Scrum metrics analyze the effectiveness of the sprint and show how much work has been completed during a given sprint.
2- Kanban metrics
Kanban processes use visual cues to track progress over time. It is typically based on a project board that is divided into columns that represent stages in a workflow. Kanban metrics help you understand the effectiveness of your workflow, organize and prioritize work, and the amount of time spent to get results.
3- Adjusted metrics
Lean processes help reduce the amount of time it takes from when a task or project is requested to when teams complete it. Lean metrics measure productivity and quality of work output, helping to get rid of activities that don't benefit the bottom line or get work done quickly.
4- Key Agile Metrics
Let's go over some of the most common agile metrics.
- Sprint Backlog Chart
Agile Metric Type: Scrum
A sprint backlog chart shows the work that remains and has already been completed in a designated sprint. It also shows the amount of work that has been completed over time.
Sprint backlog charts provide a visualization of this data and can predict the likelihood that a team will complete its work in the time available.
- Cumulative flowchart
Agile Metric Type: Kanban
The cumulative flowchart is a graphical representation of the work in progress. Specifically, it shows work already completed, work currently in progress, and tasks that haven't started yet. The diagram helps you visualize how stable your process is and helps you identify problem areas to address.
- Cycle time diagram
Agile Metric Type: Kanban
A cycle time diagram shows the amount of time it takes to complete a task. It helps you identify areas where your process can be upgraded and optimized for future productivity and learn the effects of the strategies you implement.
Since your overall goal is likely to have a shorter cycle time across all projects, the diagram will help you see the duration and identify areas for improvement. Cycle time is a smaller section of the lead time metric, which we'll discuss next.
- Delivery term
Agile metric type: Kanban
Lead time is the time it takes for a task to complete from start to finish. It is based on the cycle time metric, but adds the amount of time between when a task or project was requested and when it was started.
For example, you could use the delivery time metric to analyze how long it takes from when marketing copy is requested to when it's delivered.
- Speed graph
Agile Metric Type: Scrum
It is the rate at which a team can deliver work during a sprint. Measure how quickly teams complete a task and identify whether they are on track to meet deadlines. It can also predict the future abilities of a team, helping to ensure that you don't commit to a schedule that you can't keep up with.
Lower speed means teams take longer to complete a task, so it might be worth identifying areas you can streamline to speed up the process.
- Burn up diagram
Agile Metric Type: Scrum
A burn-up chart tracks progress over time. The graph presents two lines, one showing the amount of projected work and one showing the actual work completed.
This metric helps you compare expectations with the amount of work being delivered, which can help you identify team efficiencies and potential areas for improvement.
The right agile metrics help you and your team stay productive and focused
The choice of an agile metric depends on the specific needs of your marketing activities. Once you choose one, you'll have a bigger picture of your team's productivity and marketing processes, helping you identify roadblocks, optimize your strategies, and achieve your business goals.
At PGR we are specialists in generating IT leads for B2B companies, and we will be happy to help you focus your marketing efforts on your most valuable potential customers, highlight your value proposition for them and achieve conversions over time.
