How (Agile) Marketing helps to deliver better products

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Many see Marketing in maximum as a money spending necessity on the way to create a product for clients or consumers. Therefore Marketing and Development teams usually are disconnected and even cannot stand each other. Marketing does not know what to promote and the development team does not understand the client. But together they could create so much awesomeness. With bi-directional cooperation between the development and the Marketing team during the development process, products can become much better and ensure customer delightment.
Together we will explore in this session, how the agile philosophy can change old mindsets and bring the the development and the Marketing teams closer. We will find out, what challenges businesses have nowadays and what values Marketing should bring to businesses. This will help us to understand how Agile can be applied in other fields than development and how this helps to increase customer delightment through greater products.

Published in: Business, Technology

How (Agile) Marketing helps to deliver better products

  1. 1. HOW (AGILE) MARKETING HELPS TO DELIVER BETTER PRODUCTS CHRIS KRUPPA - AGILE TOUR OSAKA – OCTOBER 5, 2013
  2. 2. ABOUT YOU - KNOWLEDGE? 1 5 10
  3. 3. 5 MINS TODAY'S CHALLENGES IN BUSINESS?
  4. 4. ABOUT ME Media & Software Lean & Agile Marketing & Branding Me in Vietnam
  5. 5. ABOUT AGILE VIETNAM Outsourcing vs. Product Development Agile Community Events and Vision
  6. 6. AGILETOUR VIETNAM 2013 8./9. November 2013 in Ho Chi Minh City 10. November 2013 Mitch Lacey, Charlie Rudd, Kiro Harada, Vasco Duarte, Dieter Kaufhold, Yi Xu, Alexandre Cuva, etc. Agile Management, Scrum, NoEstimation, DDD, Culture Clash, Kanban, Lean Startup, etc.
  7. 7. AGILE PHILOSOPHY Individuals and interactions over processes and tools Working softwareover comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan
  8. 8. AGILE DEVELOPMENT
  9. 9. RADICAL MANAGEMENT (1) a shift in the firm's goal from producing outputs to delighting the customer; (2) a shift in the role of the manager from a controller to an enabler of self- organizing teams; (3) a shift in the way work is coordinated from bureaucracy to dynamic linking; (4) a shift from value to values; and (5) a shift from top-down commands to conversation
  10. 10. MANAGEMENT 3.0 “Management is too important to be left to Managers” Management 3.0 Author Jurgen Appelo
  11. 11. LEAN STARTUP “...startups can shorten their product development cycles by adopting a combination of business-hypothesis- driven experimentation, iterative product releases, and what Eric Riess calls 'validated learning'“ http://en.wikipedia.org/wiki/Lean_Startup
  12. 12. WHAT IS MARKETING? 5 MINS
  13. 13. “Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.” http://en.wikipedia.org/wiki/Marketing WHAT IS MARKETING?
  14. 14. WHAT IS MARKETING? 4 C's Customer Cost Convenience Communication
  15. 15. MARKETING AS COMPANY CULTURE Identification - e.g. Elf Yourself Enthusiasm - e.g. LipDub Videos Transparency - e.g. The Rodon Group Communication - e.g. Radiohead
  16. 16. AGILE MARKETING Responding to change over following a plan Rapid iterations over Big-Bang campaigns Testing and data over opinions and conventions Numerous small experiments over a few large bets Individuals and interactions over target markets Collaboration over silos and hierarchy
  17. 17. AGILE MARKETING Product Owner Team Team Team Product Owner Scrum Master
  18. 18. ...AND NOW? Challenges today? What is Marketing? Agile Philosophy & Development The Agile Shift Agile Marketing
  19. 19. OPERATIONS & MARKETING Organisational Communication The Agile Organisation Cross-functional teams Collaboration over negotiation
  20. 20. THANK YOU Christoph Kruppa www.agilevietnam.org chris@agilevietnam.org chris@evecoo.vn facebook.com/chris.kruppa

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