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Does B2B marketing need a new management paradigm?
 

Does B2B marketing need a new management paradigm?

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These slides are from my presentation at B2B Magazine's NetMarketing Breakfast on Sept 23, 2010 in Boston.

These slides are from my presentation at B2B Magazine's NetMarketing Breakfast on Sept 23, 2010 in Boston.

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  • Version 7.3 Updated November 30, 2009.

Does B2B marketing need a new management paradigm? Does B2B marketing need a new management paradigm? Presentation Transcript

  • 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