My Slides for the Boston Agile Marketing Meetup Oct 2012
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My Slides for the Boston Agile Marketing Meetup Oct 2012

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John Cass and Scott Brinker invited me to speak at the Boston Agile Marketing Meetup. You can learn about the meetup at http://www.meetup.com/Boston-Agile-Marketing-Group/

John Cass and Scott Brinker invited me to speak at the Boston Agile Marketing Meetup. You can learn about the meetup at http://www.meetup.com/Boston-Agile-Marketing-Group/

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Transcript

  • 1. your marketing plan sucks: nine flaws in modern marketing workflows and ways that agile can help
  • 2. Agile marketing is a high-communication, low documentation, rapid iteration process designed to provide more frequent, more relevant and highly measurable marketing programs - IDC, Agile Principles and Practices, 2010
  • 3. Applying ideas of Agile development to marketing
  • 4. The dominant design is emerging for agile marketing Small “a”: Marketing faster Big “A”: Applying Agile to marketing • Real-time • Lean marketing • Forrester’s custom flavor • From development • More responsive • More effective
  • 5. Isn’t Agile Marketing just marketers using agile?
  • 6. Why I care about Agile? A career in small, fast growing companies •Need to be responsive and adaptive •Never liked marketing plans •Short shelf life for marketing plans
  • 7. Results matter more than anything so I need a lightweight approach…
  • 8. Nine Flaws in the ways marketers work today that make Agile a challenge…
  • 9. Flaw #1 Marketers think they know a lot… when they really don’t …
  • 10. Flaw #2 Old school overhead slows things down
  • 11. Flaw #3 Marketing is a hero based profession…
  • 12. Flaw #4: Your agencies are probably waterfall… • Statements of work • Creative briefs • Risk reward balance
  • 13. Flaw #5 Disconnect between planning and doing in new social channels
  • 14. Flaw #6: Marketers are storytellers
  • 15. Flaw #7: Planning is cultural “We do it this way…” “We need to build consensus…” “The CMO wants to see a plan…”
  • 16. Flaw #8: Marketers like to talk… Question: Are you looking too far back or too far into the future?
  • 17. Flaw #9: We still have budgeting cycles • Quarterly reporting • Annual budgets • Semi annual updates
  • 18. How my team does Agile in Marketing…
  • 19. One Month SPRINTS Image: Wikipedia
  • 20. PERSONAS for our core customers
  • 21. Three monthly THEMES
  • 22. PRODUCT OWNER is also SCRUM MASTER
  • 23. SCRUM three times a week – sometimes more…
  • 24. BACKLOG captured in a shares google spreadsheet
  • 25. What have you done for me lately? What did you just finish? What are you doing next? What is the problem?
  • 26. Worst practices in Agile • Things we could do better – No use cases – No post it notes – Planning poker – accurate sizing – Burndown charts – Science fair
  • 27. What is working for us • • • • • Clear objectives/priorities Adaptive attitude/responsiveness Low overhead Team cohesion Making it happen
  • 28. “How do I sell Agile Marketing to my boss?”
  • 29. Advice* • If you are not in charge – Start small – a single project – Things that look like development – Areas with rapid change – Something with strongly measurable ROI – Talk with a developer who knows agile
  • 30. Shameless Plug • Find us – iTunes – Agilemarketingblog.com • • • • • Listen Tweet Question Insult Spread the word
  • 31. Connect with me… Frank Days @tangyslice fmdays@tangyslice.com www.agilemarketingblog.com Agile Marketing Group on Facebook
  • 32. What questions do you have?