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How Agile Can Help Leaders Overcome Collaboration Challenges

One of the biggest challenges facing marketing is a lack of alignment at the leadership level. The lack of alignment often trickles down to the teams in the form of conflicting priorities and rework. In short, collaboration remains a critical challenge for many leaders. As highlighted in Ron Carucci and Luis Velasquez’s article “When Leaders Struggle with Collaboration,” the struggle to collaborate effectively can stem from a variety of deeply ingrained habits and mindsets. With the advent of agile methodologies, however, there is a new path forward for leaders seeking to enhance their collaborative efforts, particularly in the marketing domain.


The Core Challenges of Leadership Collaboration


Carucci and Velasquez identify several key obstacles that impede effective collaboration among leaders. These include:

  • Competitive Nature – Leaders often rise to their positions through individual achievement and competitiveness, making it challenging to shift to a collaborative mindset.
  • Reliance on Hierarchy – Some leaders depend heavily on hierarchical structures to achieve results, which can hamper peer-to-peer collaboration.
  • Focus on Results Over Relationships – A singular focus on outcomes can lead to underdeveloped professional relationships, essential for effective collaboration.
  • Trust Issues – Difficulty in trusting colleagues can stem from a leader’s need for control or negative past experiences.
  • Lack of Collaborative Skills – Some leaders simply have not developed the necessary skills for effective collaboration, like active listening and empathy.

The Agile Advantage in Marketing Leadership


Agile methodologies, originally developed for software development, have found a valuable place in marketing. These principles can address many of the collaboration challenges identified by Carucci and Velasquez.

Agile approaches emphasize team achievements and collective problem-solving, which can help competitive leaders see the value in joint efforts over individual accolades. By encouraging cross-functional teams and reducing reliance on rigid hierarchical structures, agile marketing fosters a culture where ideas and contributions are valued regardless of rank, helping reduce the competitive landscape and the notion that “all good ideas come from the top.”

Agile approaches rely on structured processes like time-boxes, individual brainstorming and dot-voting to quickly surface ideas from all voices and drive toward consensus.  Open-ended discussions are viewed as some of the least effective ways to surface issues and gain alignment.  The benefits of using structured processes include: 

  • Enhanced Engagement – Interactive and participatory methods keep team members engaged, making the collaboration more effective and enjoyable.
  • Better Decision Making – When everyone contributes to decisions, they bring diverse perspectives, leading to more robust and well-rounded outcomes.
  • Increased Ownership –  getting joint buy-in to decisions like budgeting or feature prioritization increases the overall sense of ownership and commitment.
  • Alignment and Consensus – These techniques help align leaders towards common goals and facilitate consensus, crucial for effective collaboration and project success.

Using a Skilled Facilitator to Drive Alignment

The presence of a skilled facilitator can significantly enhance the effectiveness of using these structured techniques. A facilitator skilled in Agile ways plays a crucial role in ensuring that discussions stay on track and are productive. They can stay focused on managing the group, rather than actively participating in the conversation. They help in creating an environment where every leader feels comfortable to voice their opinions and concerns, promoting open communication and collaboration. Facilitators are adept at managing group dynamics, encouraging participation from quieter members while ensuring dominant personalities do not overshadow the conversation.

Facilitators also drive teams towards alignment on goals and strategies. They help clarify misunderstandings, align differing viewpoints, and foster consensus on the way forward. This alignment is essential in preventing conflicts and ensuring that the team works cohesively towards common objectives. Additionally, facilitators assist in setting clear action items and follow-ups post-meetings, ensuring that collaborative efforts translate into concrete outcomes. In essence, a facilitator acts as a catalyst for effective collaboration and moving the group towards their collective goals



The transition to a more collaborative leadership style is not without its challenges, but the principles and collaborative approaches of agile marketing offer a robust framework to facilitate this change. By embracing an Agile mindset, leaders can overcome the barriers to collaboration, fostering a more inclusive, productive, and innovative marketing environment. As marketers work to deliver value to the organization and its customers, the ability to collaborate effectively will become an important trait of successful leadership.