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Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland
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Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland

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Agile Marketing is a rocket ready for lift off! For years software development teams have improved and honed their agile skills helping them deliver more value to their customers more frequently. …

Agile Marketing is a rocket ready for lift off! For years software development teams have improved and honed their agile skills helping them deliver more value to their customers more frequently. Delivering more value to your customers, more frequently, is key to scaling your own company.



Learn how marketing teams across the globe are adopting agile practices to deliver campaigns that are more targeted and result in higher engagement. Use these five tips to effectively scale a marketing team to respond to opportunities as they arise, not months after.

Presented at the worldwebforum 2014 in Zurich, Switzerland

Published in: Technology

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  • 1. NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM agile marketing team FIVE TIPS TO BUILD A HIGH PERFORMANCE
  • 2. Why? Markets change rapidly. http://solutions.forrester.com/bma-survey-findings-ramos/
  • 3. Waterfall is Predictive PLAN BUILD DEPLOY REVIEW 6 - 12 months
  • 4. Waterfall is Predictive PLAN BUILD DEPLOY REVIEW CHANGE 6 - 12 months
  • 5. Agile is Adaptive PLAN DEPLOY BUILD 1 or 2 week cycles REVIEW
  • 6. Agile is Adaptive PLAN DEPLOY BUILD CHANGE 1 or 2 week cycles REVIEW
  • 7. Agile is Adaptive 1 or 2 week cycles BUILD LEARN MEASURE
  • 8. Agile Adoption 27% 2006 State of Agile Development Survey http://www.versionone.com/pdf/stateofAgiledevelopmentsurvey.pdf
  • 9. Agile Adoption 84% 2013 State of Agile Development Survey http://www.versionone.com/pdf/7th-Annual-State-of-Agile-Development-Survey.pdf
  • 10. http://www.versionone.com/pdf/7th-Annual-State-of-Agile-Development-Survey.pdf
  • 11. Better outcomes for customers. ! Faster.
  • 12. build a cross-functional team what is agile marketing? test and validate ideas develop t-shaped people look at the whole product exploit opportunities
  • 13. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  • 14. Creative Design Copy Digital Functional Teams Teams Teams Teams PrintTeams
  • 15. http://www. jokeroo.com/pictures/funny/misalignment-of-the-rails.htmlhttp://www.directindustry.com/prod/saelen-industrie/wood-chippers-61664-874257.html
  • 16. Print Creative Copy Design Digital Sales Agile
 Marketing
 Team
  • 17. PrintCreativeCopyDesignDigitalSales Agile
 Marketing
 Team
  • 18. Design Creative Copy Digital Print Cross-Functional Team Team Team Team Team Team
  • 19. Cross-Functional Team
  • 20. Empower the team to deliver as fast as possible
  • 21. develop t-shaped people test and validate ideas what is agile marketing? look at the whole product exploit opportunities build a cross-functional team
  • 22. Creative Creative Design PrintCopy Digital
  • 23. Creative Creative Design PrintCopy Digital
  • 24. http://en.wikipedia.org/wiki/Achilles'_heel
  • 25. Creative PrintCopy Digital Team Creative Design Print Digital Sales Copy Design Design Digital Creative Design Digital Creative Design
  • 26. Pairing
  • 27. Amplify team learning with t-shaped people
  • 28. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  • 29. It is a capital mistake to 
 theorise before you have all the evidence. It biases the judgment. SHERLOCK HOLMES ” “
  • 30. BUILD LEARN MEASURE
  • 31. Hypothesis
 Adding an arrow to the checkout button will increase conversion by 15% CHECKOUT ➜ Original (A) Test (B) CHECKOUT CHECKOUT ➜ Test (C)
  • 32. BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD BUILD LEARN MEASURE LEARN MEASURE BUILD LEARN MEASURE BUILD MEASURE LEARN MEAS BUILD LEARN MEASURE BUILD LEARN MEA BUILD LEARN MEA
  • 33. BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEAS BUILD LEARN MEASURE BUILD LEARN MEA BUILD LEARN MEA BUILD LEARN MEASURE LEARN MEASURE BUILD LEARN MEASURE BUILD MEASURE
  • 34. BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE
  • 35. Learn through failure
  • 36. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  • 37. DemandGen Website Team Product Team Renewals
  • 38. Agile Marketing Team
  • 39. Agile Marketing Team
  • 40. User Story Mapping
  • 41. Optimise the whole customer experience
  • 42. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  • 43. Be Agile
  • 44. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  • 45. PHOTO OF RETROSPECTIVE Retrospective
  • 46. Continuous Improvement
  • 47. ! better outcomes for customers. ! Faster. @njm @worldwebforum Agile Marketing is delivering
  • 48. Thank you! ! NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM