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B2B Magazine breakfast meeting
 

B2B Magazine breakfast meeting

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  • Version 7.3 Updated November 30, 2009.

B2B Magazine breakfast meeting B2B Magazine breakfast meeting 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