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NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM
agile marketing team
FIVE TIPS TO BUILD A HIGH PERFORMANCE
Why?
Markets change rapidly.
http://solutions.forrester.com/bma-survey-findings-ramos/
Waterfall
is
Predictive
PLAN
BUILD
DEPLOY
REVIEW
6 - 12 months
Waterfall
is
Predictive
PLAN
BUILD
DEPLOY
REVIEW
CHANGE
6 - 12 months
Agile
is
Adaptive
PLAN
DEPLOY
BUILD
1 or 2 week cycles
REVIEW
Agile
is
Adaptive
PLAN
DEPLOY
BUILD
CHANGE
1 or 2 week cycles
REVIEW
Agile
is
Adaptive
1 or 2 week cycles
BUILD
LEARN MEASURE
Agile Adoption
27%
2006 State of Agile
Development Survey
http://www.versionone.com/pdf/stateofAgiledevelopmentsurvey.pdf
Agile Adoption
84%
2013 State of Agile
Development Survey
http://www.versionone.com/pdf/7th-Annual-State-of-Agile-Developm...
http://www.versionone.com/pdf/7th-Annual-State-of-Agile-Development-Survey.pdf
Better outcomes
for customers.
!
Faster.
build a cross-functional team
what is agile marketing?
test and validate ideas
develop t-shaped people
look at the whole p...
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole p...
Creative
Design
Copy
Digital
Functional
Teams
Teams
Teams
Teams
PrintTeams
http://www. jokeroo.com/pictures/funny/misalignment-of-the-rails.htmlhttp://www.directindustry.com/prod/saelen-industrie/w...
Print
Creative Copy
Design Digital
Sales
Agile

Marketing

Team
PrintCreativeCopyDesignDigitalSales
Agile

Marketing

Team
Design
Creative
Copy
Digital
Print
Cross-Functional
Team Team Team Team Team Team
Cross-Functional Team
Empower the team to
deliver as fast as possible
develop t-shaped people
test and validate ideas
what is agile marketing?
look at the whole product
exploit opportunities
b...
Creative
Creative
Design PrintCopy Digital
Creative
Creative
Design PrintCopy Digital
http://en.wikipedia.org/wiki/Achilles'_heel
Creative
PrintCopy
Digital
Team
Creative
Design
Print
Digital
Sales
Copy Design
Design
Digital
Creative Design
Digital
Cre...
Pairing
Amplify team learning
with t-shaped people
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole p...
It is a capital mistake to 

theorise before you have all the
evidence.
It biases the judgment.
SHERLOCK HOLMES
”
“
BUILD
LEARN MEASURE
Hypothesis

Adding an arrow to the
checkout button will
increase conversion by 15%
CHECKOUT ➜
Original (A) Test (B)
CHECKO...
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BU...
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BU...
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
Learn through failure
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole p...
DemandGen
Website Team
Product Team
Renewals
Agile Marketing Team
Agile Marketing Team
User Story Mapping
Optimise the whole
customer experience
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole p...
Be Agile
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole p...
PHOTO OF RETROSPECTIVE
Retrospective
Continuous Improvement
!
better outcomes for customers.
!
Faster.
@njm @worldwebforum
Agile Marketing is delivering
Thank you!
!
NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM
Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland
Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland
Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland
Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland
Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland
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. 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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Transcript of "Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland"

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