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Agile Marketing - Strategy & Process Methodology
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Agile Marketing - Strategy & Process Methodology

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WHAT iS AGiLE MARKETiNG? …

WHAT iS AGiLE MARKETiNG?
An iterative and adaptive process where small, highly-collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergent solutions, emphasizing transparency among all stakeholders. http://bit.ly/agile-mktg-group

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Transcript

  • 1. A quick snapshot…
  • 2. The marketing plan is dead.
  • 3. Who killed the marketing plan?
  • 4. Dude… Your funnel is leaking.
  • 5. Google’s Zero Moment of Truth (ZMOT)
  • 6. Meet the connected customer.
  • 7. An iterative and adaptive process where small, highly-collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergent solutions, emphasizing transparency among all stakeholders. What is Agile Management?
  • 8. As a ____(role)_____, I want __(goal)___ so that I can __(benefit)__. Driven by user stories.
  • 9. This is a predictive process, not an adaptive one.
  • 10. Methodology
  • 11. Benefits
  • 12. Key Terms
  • 13. Key Terms
  • 14. Roles
  • 15. T-shaped people.
  • 16. Daily Stand-Up
  • 17. 1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments in my way? 3 Questions for the Daily Stand-up:
  • 18. Inspect, adapt, repeat.
  • 19. Reporting
  • 20. 72%Improved team morale 71%Faster time-to-market 75%Increased productivity 77%Improved project visibility 84%Ability to change priorities Benefits of Becoming Agile Source: VersionOne 6th Annual State of Agile Survey
  • 21. RELEVANCE TO MARKETING? MULTIPLICATION
  • 22. Multiplication of touchpoints.
  • 23. Multiplication of content.
  • 24. Multiplication of devices.
  • 25. Data Multiplication.
  • 26. Many marketing missions can be broken into discrete chunks for iteration and adaptation.
  • 27. Predictive vs. Agile Web Programs
  • 28. Agile Marketing Lifecycle
  • 29. The Cynefin Framework (pronounced ku-nev-in)
  • 30. This is complex.
  • 31. This is complex.
  • 32. This is complex.
  • 33. Individuals and interactions over processes and tools. Agile Marketing Values
  • 34. Responding to change over following a plan. Agile Marketing Values
  • 35. Remarkable customer experiences over formalized internal procedures. Agile Marketing Values
  • 36. Testing and data over opinions and conventions. Agile Marketing Values
  • 37. Many small experiments over a few large bets. Agile Marketing Values
  • 38. Agile principles have many advocates.
  • 39. 34% Lack of manager support 39% General resistance to change 52% Inability to change culture Why agile adoption fails: Source: VersionOne 6th Annual State of Agile Survey
  • 40. “To the uninitiated (and sometimes even to those in the industry), this way of working feels like barely controlled chaos.” www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058 February 2013
  • 41. “Of primary concern is the temptation to fall back into traditional command-and-control management styles— to demand fail-safe business plans with defined outcomes.” – David J. Snowden and Mary E. Boone A Leader’s Framework for Decision Making Challenge in a Complex Domain
  • 42. Is it worth it?
  • 43. “Accelerated cycles, increased transparency, and teaming outside the typical organizational boundaries (both within and outside the company) will have great impact.” www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058 February 2013
  • 44. Punctuated equilibrium.
  • 45. Excessive self-promotion of the group. PENALTY! http://bit.ly/agile-mktg-group