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An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
An introduction to agile for marketing
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An introduction to agile for marketing

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A presentation that outlines some of the basics of using agile in marketing.

A presentation that outlines some of the basics of using agile in marketing.

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Transcript

  • 1. AnIntroduction to Agile Marketing
  • 2. #agilemktg
  • 3. Dominant design hasn’t emerged: Term being used by two campsMarketing faster Applying Agile to marketing• Real-time • From development• Lean marketing • More responsive• Forrester’s custom flavor • More effective• PPC guys• Social media
  • 4. 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
  • 5. Why I care about Agile? •Need to be responsive and adaptive •Never liked marketing plans •Short shelf life for marketing plans
  • 6. Results matter more than documentationso I needed a lightweight approach
  • 7. Applying ideas ofAgile development to marketing
  • 8. What is Agile Development? “Software development methodologies based on iterative and incremental development, where requirements and solutions evolvethrough collaboration between self-organizing, cross-functional teams” - Wikipedia *** Also, see The Agile Manifesto[1]
  • 9. Agile vs. Waterfall Image: Wikipedia
  • 10. Why should you careabout Agile Marketing?
  • 11. Reason #1Marketers don’t really know much
  • 12. Just 32% of marketers know howcustomers behave across channels
  • 13. Reason #2Speed and flexibility arecompetitive advantages
  • 14. Reason #3Communications overheadslows things down
  • 15. Reason #4Truly empowering individualsmeans things get done Reason #5 The best work comes from self-organizing teams
  • 16. “Decisions made bygroups are often better than could have been made by any singlemember of the group” - James Surowiecki Wisdom of Crowds, 2004
  • 17. Reason #6Fast moving media and marketsmeans frequent adjustments
  • 18. Reason #7Results matter more than processes
  • 19. How Agile Marketing works…
  • 20. Plan in short windows or SPRINTS Image: Wikipedia
  • 21. USE CASESdescribe howcustomers use your product
  • 22. PRODUCT OWNER speaks for the market
  • 23. Meet or SCRUMfrequently to discuss issues
  • 24. SCRUM MASTER leads the way
  • 25. BACKLOG captures everything in that SPRINT
  • 26. What have you done for me lately?What have you completed?What are you doing next?What barriers are you facing?
  • 27. SCRUMS are open/transparent
  • 28. BURNDOWN CHARTSmeasure progress during a SPRINT Image: Wikipedia
  • 29. Common excuses for not using Agile Marketing?
  • 30. We have a planning culture…“We do it this way…”“We need to build consensus…”“The CMO wants to see a marketing…”
  • 31. Talent level…“Waterfall protects the weak”Smarter people can adapt and adjustNeed people who can handle uncertainty Image: Wikipedia
  • 32. Too many meetings already…Are you look too farback or too far intothe future?
  • 33. Many inherently waterfall programs• Direct mail• Old school advertising (print, TV, radio)• Tradeshows/events
  • 34. Mandated budgeting cycles• Quarterly reporting• Annual budgets• Semi annual updates
  • 35. Your agencies are waterfall…• Statements of work• Creative briefs• Risk reward balance
  • 36. Marketers are storytellers
  • 37. Open Discussions
  • 38. HowmuchAgile?
  • 39. Do we need amanifesto?
  • 40. Real-time, agile, or lean?
  • 41. Shameless Plug • Find us – iTunes – Agilemarketingblog.com • Listen • Tweet • Question • Insult • Spread the word
  • 42. Connect with me…Frank Days@tangyslicefmdays@tangyslice.comwww.agilemarketingblog.comAgile Marketing Group on Facebook
  • 43. Whatquestions do you have?

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