Does B2B marketing need a new management paradigm?

Does B2B marketing need a new management paradigm? Frank Days Sept 2010

Our world is evolving
Brochure
Prospect DB
Word of mouth
Whitepaper Email lists Chat Top ten list Friends Twitter

Better view of the conversation

Information velocity is increasing... * Daily social media mentions for “Mark Hurd” via SocialRadar

Are we marketing the same way?
Annual plans/budgets
Market requirements docs
Positioning docs
Brand guidelines
Media plans

Why agile management?
Annual plans good for 2-3 months
Need to be responsive
Continuous learning
Kill off laggards quickly
Borrow from agile management approach of software development

Five ways to make your marketing more agile...

1. Use post-its not spreads or PPTs

2. Skip creative briefs
CYA for agencies
Time planning is not time doing
Keep plans short (<2 pages)
Think outlines
Does anyone really read them?

3. Identify drivers – need leaders

4. Shorter more frequent meetings
Which would you prefer?
90 min show-and-tell staff meeting
Or three 15 min action-oriented meetings

5. Keep show and tells < 5 mins
Marketers are story tellers
I don’t care about 6 months from now
Use meetings for status and priorities
What did you just do/doing now?
How can I help you do it better?

Thanks and stay agile my friends…
My deets:
Frank Days
Director, New and Social Media, Novell
@tangyslice
http:// www.tangyslice.com
http://www .agilemarketingblog.com

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Does B2B marketing need a new management paradigm?

by Frank Days

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