e ar CMO,DDear    cmo YOUR MARKETING PLAN IS
Channels are blurring..        Attribution is hard.Working out your ROI is even harder.
M a r k e t i n g d o e s n ’ t p as s f r o m  brai nstormers to copywriters           to creatives to devs to PRs...
MARKETING ISa departmentEV E R Y B O D Y
big CAN’TPLANS      to aADAPT changingw rld
WHAT’S YOUR PLAN WHEN“PINSTAGRAM 3.0” SHOWS UP?
HOW DO YOU KNOWWHAT YOUR CUSTOMERSREALLY WANT?
agileHERE’S THE SOLUTION:marketing            Why?...
agile   YOUR CUSTOMERS ARE(my  1 2 m o n t h g r o c e ry s h op p i n g p l a n d o e s n ’ t e x i s t ! )
so put your customersAT THE CENTERof your plansP L A N NI N G
YOU NEED BUDGET  AND RESOURCES  FOR  R&D    today...so you can confdently invest                  i            in marketin...
SO   bu ild     t he     case TO INVESTwith data from manysm a l l e x p er i m e n t s
BE BETTER ABLE TO HANDLE:  *big data *Balancing risk, innovation   & delivering ROI. *Confdently reacting to rapid       i...
HERE’S WHATagilemarketingLOOKS LIKE...
1agilebudgeting            bu i l ds      R & D as e         e c est.      th inv        to
TIM FERRIS USED ADWORDSTO SPLIT-TEST HEADLINESAND PROVE DEMANDFOR HIS BOOKIt wasn’t his favourite title,but it’s the title...
APPSUMOSPENDS 20% OF THEIRMARKETING BUDGETexperimenting      86% of their    e x p er i m e n t s fa i l .
BUT WHEN AN EXPERIMENTDELIVERS POSITIVE ROI,THEY ASSIGNunlimited budgetTO IT         When they fnd                    i   ...
DISTILLED USED LAUNCHROCKTO PROVE DEMANDFOR DISTILLEDU          HAVEWe didn’t risk marketing budget for something that  *m...
2agileteams          ODY ting.     RY B r k e  EVE is ma
37SIGNALS CYCLESeveryoneTHROUGHCUSTOMER SERVICEON ROTATIONMarketing    isn’t a department.Marketing is EVERYBODY.
AIRBNB SENDSPHOTOGRAPHERS TOPHOTOGRAPH THEIRCUSTOMERS PROPRETIES   professionally photographedlistings receive an average ...
MIXCLOUD HASNO MARKETING TEAMOR BUDGET       their       U S ER S        ARE       their     marketing
3   agile    marketing     processesRepeatable processes                   a r e as s e t s        Build the case to inves...
KICKSTARTER PROJECTSBUILD THE CASETO MAKE PRODUCTSSeth Godin is even usingKickstarter to convince book distributors to sto...
ZAPPOS HAS BUILTOVER 50,000PRODUCT VIDEOS  They’ve built an asset                   ( p r o ce s s )that builds an asset  ...
THREADLESSCUSTOMERS VOTE ONWHICH T-SHIRT DESIGNSGET PRINTED
37SIGNALS GRADUALLYUNVEILED NEW FEATURESOF BASECAMP ON THEIR BLOG...generating HUNDREDS of comments that fed into t h e i ...
BETABRAND RELEASESPRODUCT PAGESBEFORE THE PRODUCTBECOMES AVAILABLETO GAUGE INTEREST
MIXCLOUD TEST IDEASTHROUGH BROKEN LINKSTO NEW PRODUCTSONSITE, THENMEASURES THE CLICKSthey use the results of thesetests to...
THIS APPROACH WILL SAVEYOU FROM EXPENDING TIMEAND RESOURCES INVESTINGIN PRODUCTS & CHANNELSPEOPLE DON’T WANT
Read & implement these         agile marketing ideashttp://www.seomoz.org/blog/agile-marketing-whiteboard-fridayhttp://www...
onemorething ...
nike fuelbands
NIKEHAVE JUST OPENEDTHE APIFOR THEIRFUELBAND PRODUCT
NOW IMAGINE  any  YOU’RE CMO OF                   HEALTH                   INSURANCE                   COMPANYwith potenti...
HOW WOULD YOUR2012 MARKETING PLANHANDLE THAT       ?
Br ou g h tto you by
Dear CMO. Your Marketing Plan is Broken
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Dear CMO. Your Marketing Plan is Broken

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Read the full blog post: http://www.distilled.net/blog/distilled/dear-cmo-your-marketing-plan-is-broken/
We've been doing a lot of work recently looking into agile marketing. In the slidedeck above we want to make the case for and show off some worthy examples of how and where agile works in the three areas that we really care about and can influence as consultants - budget, people and processes.

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Transcript of "Dear CMO. Your Marketing Plan is Broken"

  1. 1. e ar CMO,DDear cmo YOUR MARKETING PLAN IS
  2. 2. Channels are blurring.. Attribution is hard.Working out your ROI is even harder.
  3. 3. M a r k e t i n g d o e s n ’ t p as s f r o m brai nstormers to copywriters to creatives to devs to PRs...
  4. 4. MARKETING ISa departmentEV E R Y B O D Y
  5. 5. big CAN’TPLANS to aADAPT changingw rld
  6. 6. WHAT’S YOUR PLAN WHEN“PINSTAGRAM 3.0” SHOWS UP?
  7. 7. HOW DO YOU KNOWWHAT YOUR CUSTOMERSREALLY WANT?
  8. 8. agileHERE’S THE SOLUTION:marketing Why?...
  9. 9. agile YOUR CUSTOMERS ARE(my 1 2 m o n t h g r o c e ry s h op p i n g p l a n d o e s n ’ t e x i s t ! )
  10. 10. so put your customersAT THE CENTERof your plansP L A N NI N G
  11. 11. YOU NEED BUDGET AND RESOURCES FOR R&D today...so you can confdently invest i in marketing TOMORROW.
  12. 12. SO bu ild t he case TO INVESTwith data from manysm a l l e x p er i m e n t s
  13. 13. BE BETTER ABLE TO HANDLE: *big data *Balancing risk, innovation & delivering ROI. *Confdently reacting to rapid i market changes & technological advances.
  14. 14. HERE’S WHATagilemarketingLOOKS LIKE...
  15. 15. 1agilebudgeting bu i l ds R & D as e e c est. th inv to
  16. 16. TIM FERRIS USED ADWORDSTO SPLIT-TEST HEADLINESAND PROVE DEMANDFOR HIS BOOKIt wasn’t his favourite title,but it’s the title his customers wanted.
  17. 17. APPSUMOSPENDS 20% OF THEIRMARKETING BUDGETexperimenting 86% of their e x p er i m e n t s fa i l .
  18. 18. BUT WHEN AN EXPERIMENTDELIVERS POSITIVE ROI,THEY ASSIGNunlimited budgetTO IT When they fnd i something that works,t h e y d o n ’ t i m p os e a n y l i m i t s .
  19. 19. DISTILLED USED LAUNCHROCKTO PROVE DEMANDFOR DISTILLEDU HAVEWe didn’t risk marketing budget for something that *might* have worked.We proved the concept through data frst. i
  20. 20. 2agileteams ODY ting. RY B r k e EVE is ma
  21. 21. 37SIGNALS CYCLESeveryoneTHROUGHCUSTOMER SERVICEON ROTATIONMarketing isn’t a department.Marketing is EVERYBODY.
  22. 22. AIRBNB SENDSPHOTOGRAPHERS TOPHOTOGRAPH THEIRCUSTOMERS PROPRETIES professionally photographedlistings receive an average of $ 1 0 2 5 M O R E P ER M O N T H AND 2.5 TIMES MORE BOOKINGS.
  23. 23. MIXCLOUD HASNO MARKETING TEAMOR BUDGET their U S ER S ARE their marketing
  24. 24. 3 agile marketing processesRepeatable processes a r e as s e t s Build the case to invest w i t h sm a l l e x p er i m e n t s
  25. 25. KICKSTARTER PROJECTSBUILD THE CASETO MAKE PRODUCTSSeth Godin is even usingKickstarter to convince book distributors to stock his new book in stores.
  26. 26. ZAPPOS HAS BUILTOVER 50,000PRODUCT VIDEOS They’ve built an asset ( p r o ce s s )that builds an asset ( v i deo content).
  27. 27. THREADLESSCUSTOMERS VOTE ONWHICH T-SHIRT DESIGNSGET PRINTED
  28. 28. 37SIGNALS GRADUALLYUNVEILED NEW FEATURESOF BASECAMP ON THEIR BLOG...generating HUNDREDS of comments that fed into t h e i r d e v e l op m e n t p r o c e s s , whil st also building buzz.
  29. 29. BETABRAND RELEASESPRODUCT PAGESBEFORE THE PRODUCTBECOMES AVAILABLETO GAUGE INTEREST
  30. 30. MIXCLOUD TEST IDEASTHROUGH BROKEN LINKSTO NEW PRODUCTSONSITE, THENMEASURES THE CLICKSthey use the results of thesetests to BUILD & ITERATEo n n e w a n d e x i s t i n g p r o du c t s
  31. 31. THIS APPROACH WILL SAVEYOU FROM EXPENDING TIMEAND RESOURCES INVESTINGIN PRODUCTS & CHANNELSPEOPLE DON’T WANT
  32. 32. Read & implement these agile marketing ideashttp://www.seomoz.org/blog/agile-marketing-whiteboard-fridayhttp://www.travisarnold.com/agile-marketing-manifestos/http://www.agilemarketing.net/http://www.chiefmartec.com/2012/06/everything-is-marketing-everyone-must-be-agile.htmlhttp://www.distilled.net/blog/marketing-2/agile-marketing-calling-all-cmos-your-future-online-is-agile/
  33. 33. onemorething ...
  34. 34. nike fuelbands
  35. 35. NIKEHAVE JUST OPENEDTHE APIFOR THEIRFUELBAND PRODUCT
  36. 36. NOW IMAGINE any YOU’RE CMO OF HEALTH INSURANCE COMPANYwith potential access to all this user exercise data
  37. 37. HOW WOULD YOUR2012 MARKETING PLANHANDLE THAT ?
  38. 38. Br ou g h tto you by
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