An introduction to agile for marketing

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 – Agilemarketingblog.com • Listen • Tweet • Question • Insult • Spread the word

Connect with me…Frank Days@tangyslicefmdays@tangyslice.comwww.agilemarketingblog.comAgile Marketing Group on Facebook

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An introduction to agile for marketing

by Frank Days on Apr 12, 2012

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