Seven ways to make your marketing more agile

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These are my slides from the IDC Advisory Service, Marketing Operations Board meeting on May 26, 2010

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Seven ways to make your marketing more agile

  1. 1. Seven ways to make your marketing more agile Frank Days May 2010
  2. 2. Why agile management? • Annual plans good for 2-3 months max • Need to be responsive • Short attention span • Continuous learning • Kill off laggards quickly 2 © Novell, Inc. All rights reserved.
  3. 3. Would you rather spend time planning or doing? 3 © Novell, Inc. All rights reserved.
  4. 4. Seven ways... 4 © Novell, Inc. All rights reserved.
  5. 5. 1. Use post-its not spreads or PPTs 5 © Novell, Inc. All rights reserved.
  6. 6. 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? 6 © Novell, Inc. All rights reserved.
  7. 7. 3. Identify drivers – need leaders 7 © Novell, Inc. All rights reserved.
  8. 8. 4. Shorter more frequent meetings • Which would you prefer? • 90 min show-and-tell staff meeting • Or three 15 min action-oriented meetings 8 © Novell, Inc. All rights reserved.
  9. 9. 5. Keep show and tells < 5 mins • Marketers are story tellers • I don’t care about 6 months from now • What did you just do/doing now? • How can I help you do it better? 9 © Novell, Inc. All rights reserved.
  10. 10. 6. Pull not push • Meetings are open • This is where status share and priorities are set • People should want to come to meetings 10 © Novell, Inc. All rights reserved.
  11. 11. 7. Go cloud 11 © Novell, Inc. All rights reserved.
  12. 12. What does agile marketing need? • Manifesto? • Podcast? • Agile marketing group? 12 © Novell, Inc. All rights reserved.
  13. 13. Thanks and stay agile my friends… My deets: Frank Days Director, New and Social Media Novell @tangyslice http://www.tangyslice.com 13 © Novell, Inc. All rights reserved.

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