How to Use the Kanban Model in a Marketing Team

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The Kanban Framework is a landmark of improvement in the workflow of systems, their design, and management. It is the visualization of work items on a board that includes work in progress limits (WIP) to do tasks and finished tasks.

This framework enables the management of the existing workflow and to improve it further. We are sure you’ll agree on how an efficient management system is more productive and agile.

Kanban is such an efficient and agile management method that focuses on the effective flow of work. Besides, Kanban is also best for managing remote teams if they are outsourcing digital marketing to save money.

The lean method of Kanban management works across human systems to balance the demand with the current capacity and improve productivity. Moreover, it works on principles such as transparency and real-time communication.

The framework uses Kanban cards, work backlog, and Kanban boards as a visual representation. This helps the team to see the state of work throughout the project.

What Is Kanban Management?

Developed by a Japanese engineer, Taiichi Ohno, the Kanban framework is agile management. It visualizes projects on a board to increase the transparency of work among the team members.

This PM methodology of management is suitable for any size of the team for better organization and optimum output. With the use of this method, the progress is easy to track and provides immediate feedback reports.

In comparison to traditional project management, this framework is efficient yet flexible. It ensures real-time workflow management at each step of the project, which is vital in finishing a project within an estimated time and budget.

One can credit this to the Kanban board and the easy-to-manage items on it with respect to time and deadlines. Now that you know about the basic model principles let’s glance at the benefits and how to adapt them to your team.

Benefits of Kanban Management

1. Transparency

The Kanban method provides better visibility for all the projects. Its visualizes components on the Kanban board. The board has information about the backlog of tasks, the tasks in the process, and deadlines for the projects to be finished. These are represented on Kanban cards, columns, and swimlanes.

With all these crucial pointers on the board, everyone has instant access to the work process. This visual representation ensures transparency within the team and the management. Moreover, it allows the members to see any bottlenecks in the task.

2. Easy management

The traditional method of management involves less planning and assigning work to the employees on the go. This creates a lot of pressure and does not keep in mind the capabilities of an individual.

On the other hand, with the Kanban system, the team picks up the work in the flow of their completed tasks when they have enough bandwidth to finish those tasks. Each team member functions at a different pace and has other areas of expertise.

The method will work smoothly for multicultural teams across various departments. Moreover, after the work in progress limits are reached in the process, no new work is allowed in the same column until completing the current tasks.

The WIP limits also prevent any team members from working on too many projects at the same time. This lean management system reduces the waste of resources by eliminating non-essential idle tasks that may not add any value to the project.

3. Agile

Kanban framework ensures an increase in productivity by focusing on finishing the work. It has a cycle time that measures the time taken to complete the task in one process. Besides, it keeps a consistent check on the total number of tasks in a specific period of time.

More tasks will be completed if they move quickly through a single process. The method also gives essential insights over stalled tasks, bottlenecks, and too much work in progress to take action. This improves the workflow and efficiency within the team.

The elimination of bottlenecks from the tasks makes sure there is a constant flow of work. Moreover, the structure of the framework reduces the time taken to finish a project with the use of cycle time and lead time. The method is a combination of lean and agile values to ensure project success.

How to Adapt Kanban to Manage Marketing?

Here is how you can implement Kanban to manage your marketing team.

1. Work backlog

Your management project backlog is the visual representation of all the tasks your team will be able to deliver or not deliver by the end of one process. In most of the Kanban boards, the backlogs are on the left of the table in the To-Do stage.

This first column of the backlog is easily manageable with a small number of tasks. It may get a bit cumbersome with the increase in backlog. So, ensure viewing and scrolling to find the tasks easily.

Moreover, you may add the list view for ranking your team along with the issues. A team member may feel free to focus on the work-in-progress on the board instead of focusing on the different items simultaneously.

2. Visualization storyline columns

This method visualizes the work with the process it goes through until completion. To visualize the work, it is essential to have a commitment point by the current state and position in the board. It should show the position at which the team is working on a specific task.

There should be different points such as delivery point, new process stages, and WIP limits. Besides, the team should have policies to determine what the work comprises in a particular stage.

3. Work in progress caps / limits

The workflow can be smoother and efficient with limits on the work. It serves as an essential guide to starting a new item from the work log and finishing it in a stipulated time. The visual representation of the total number of projects and work done by the team prevents them from working on several projects at a time.

This helps in reducing lead times and improving the quality of the work. Moreover, it generates more frequent deliveries to get more done.

4. Time tracking and deadlines

It is necessary to keep track of your time spent on a single process of a project. The team should be accountable for the time and finishing a task to ensure timely deliveries. Learn how to track time with Google calendar and manage the marketing team better.

If there is a task that requires immediate delivery, ask the team to focus on the first milestone. The estimate for work may be done in hours or the expected time to deliver it.

5. Continuous release schedules

The goal of the Kanban method is to make work highly predictable and remove all the factors that may delay it. With an efficient flow of work, the services and deliveries will maximize along with a reduction in lead times.

As no new project is pulled until the completion of the previous one, Kanban ensures continuous delivery of work.


The primary goal of any project team is to deliver it within the deadline without too many delays. The Kanban framework ensures the marketing team works efficiently with the best use of their abilities and resources. It is all about getting the work done quickly and pushing it until everything is complete.

Instead of just starting the project, the Kanban method focuses more on finishing it with the input of various team members. Also, it prevents the team from picking up more tasks at the same time. Therefore, it increases the workflow and efficiency in one cycle of the same process.

Now that you are familiar with the benefits and method of application of the Kanban method, it will be easier to reach the deadlines without dreading the delays. It may take a few turns to get used to the new method for the management and team; however, continuous efforts in the right direction will improve work efficiency in the long run.




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