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



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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An introduction to agile for marketing An introduction to agile for marketing Presentation Transcript

  • AnIntroduction to Agile Marketing
  • #agilemktg
  • 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
  • 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
  • Why I care about Agile? •Need to be responsive and adaptive •Never liked marketing plans •Short shelf life for marketing plans
  • Results matter more than documentationso I needed a lightweight approach
  • Applying ideas ofAgile development to marketing
  • 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]
  • Agile vs. Waterfall Image: Wikipedia
  • Why should you careabout Agile Marketing?
  • Reason #1Marketers don’t really know much
  • Just 32% of marketers know howcustomers behave across channels
  • Reason #2Speed and flexibility arecompetitive advantages
  • Reason #3Communications overheadslows things down
  • Reason #4Truly empowering individualsmeans things get done Reason #5 The best work comes from self-organizing teams
  • “Decisions made bygroups are often better than could have been made by any singlemember of the group” - James Surowiecki Wisdom of Crowds, 2004
  • Reason #6Fast moving media and marketsmeans frequent adjustments
  • Reason #7Results matter more than processes
  • How Agile Marketing works…
  • Plan in short windows or SPRINTS Image: Wikipedia
  • USE CASESdescribe howcustomers use your product
  • PRODUCT OWNER speaks for the market
  • Meet or SCRUMfrequently to discuss issues
  • SCRUM MASTER leads the way
  • BACKLOG captures everything in that SPRINT
  • What have you done for me lately?What have you completed?What are you doing next?What barriers are you facing?
  • SCRUMS are open/transparent
  • BURNDOWN CHARTSmeasure progress during a SPRINT Image: Wikipedia
  • Common excuses for not using Agile Marketing?
  • We have a planning culture…“We do it this way…”“We need to build consensus…”“The CMO wants to see a marketing…”
  • Talent level…“Waterfall protects the weak”Smarter people can adapt and adjustNeed people who can handle uncertainty Image: Wikipedia
  • Too many meetings already…Are you look too farback or too far intothe future?
  • Many inherently waterfall programs• Direct mail• Old school advertising (print, TV, radio)• Tradeshows/events
  • Mandated budgeting cycles• Quarterly reporting• Annual budgets• Semi annual updates
  • Your agencies are waterfall…• Statements of work• Creative briefs• Risk reward balance
  • Marketers are storytellers
  • Open Discussions
  • HowmuchAgile?
  • Do we need amanifesto?
  • Real-time, agile, or lean?
  • Shameless Plug • Find us – iTunes – • Listen • Tweet • Question • Insult • Spread the word
  • Connect with me…Frank Days@tangyslicefmdays@tangyslice.comwww.agilemarketingblog.comAgile Marketing Group on Facebook
  • Whatquestions do you have?