The benefits of agile marketing
Agile marketing is a highcommunication, low
documentation, rapid iteration process
designed to provide more frequent, more...
Applying ideas of

Agile development
to marketing
The dominant design is emerging
for agile marketing
Small “a”:
Marketing faster

Big “A”:
Applying Agile to marketing

• R...
Isn’t Agile Marketing

just marketers
using agile?
Why I care about Agile?
A career in small, fast growing companies
•Need to be responsive and adaptive
•Never liked marketi...
Results matter more
than anything
so I need a lightweight
approach…
How my team
does Agile in Marketing…
One Month SPRINTS

Image: Wikipedia
PERSONAS
for our core
customers
Three monthly THEMES
PRODUCT OWNER is also
SCRUM MASTER
SCRUM three times a
week – sometimes more…
BACKLOG captured in a shares
google spreadsheet
What have you done for me lately?
What did you just finish?
What are you doing next?
What is the problem?
Worst practices in Agile
• Things we could do better
– No use cases
– No post it notes
– Planning poker – accurate sizing
...
What is working for us
•
•
•
•
•

Clear objectives/priorities
Adaptive attitude/responsiveness
Low overhead
Team cohesion
...
“How do I sell

Agile Marketing
to my boss?”
Advice*
• If you are not in charge
– Start small – a single project
– Things that look like development
– Areas with rapid...
Shameless Plug
• Find us
– iTunes
– Agilemarketingblog.com

•
•
•
•
•

Listen
Tweet
Question
Insult
Spread the word
Connect with me…
Frank Days
@tangyslice
fmdays@tangyslice.com
www.agilemarketingblog.com
Agile Marketing Group on Facebook
What
questions
do
you
have?
Nine Flaws in the ways
marketers work today that make
Agile a challenge…
Flaw #1
Marketers think they know a lot…
when they really don’t …
Flaw #2
Old school overhead slows
things down
Flaw #3
Marketing is a hero based profession…
Flaw #4:
Your agencies are probably waterfall…
• Statements of work
• Creative briefs
• Risk reward balance
Flaw #5
Disconnect between planning and
doing in new social channels
Flaw #6:
Marketers are
storytellers
Flaw #7:
Planning is cultural
“We do it this way…”
“We need to build consensus…”
“The CMO wants to see a plan…”
Flaw #8:
Marketers like to talk…

Question: Are you looking too far
back or too far into the future?
Flaw #9:
We still have budgeting cycles
• Quarterly reporting
• Annual budgets
• Semi annual updates
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South shore meetup agile marketing jan 2012

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The South Shore (Boston) Meetup asked me to come share some thoughts about Agile marketing.

Here is my deck...

Published in: Business, Technology
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Transcript of "South shore meetup agile marketing jan 2012"

  1. 1. The benefits of agile marketing
  2. 2. Agile marketing is a highcommunication, low documentation, rapid iteration process designed to provide more frequent, more relevant and highly measurable marketing programs - IDC, Agile Principles and Practices, 2010
  3. 3. Applying ideas of Agile development to marketing
  4. 4. The dominant design is emerging for agile marketing Small “a”: Marketing faster Big “A”: Applying Agile to marketing • Real-time • Lean marketing • Forrester’s custom flavor • From development • More responsive • More effective
  5. 5. Isn’t Agile Marketing just marketers using agile?
  6. 6. Why I care about Agile? A career in small, fast growing companies •Need to be responsive and adaptive •Never liked marketing plans •Short shelf life for marketing plans
  7. 7. Results matter more than anything so I need a lightweight approach…
  8. 8. How my team does Agile in Marketing…
  9. 9. One Month SPRINTS Image: Wikipedia
  10. 10. PERSONAS for our core customers
  11. 11. Three monthly THEMES
  12. 12. PRODUCT OWNER is also SCRUM MASTER
  13. 13. SCRUM three times a week – sometimes more…
  14. 14. BACKLOG captured in a shares google spreadsheet
  15. 15. What have you done for me lately? What did you just finish? What are you doing next? What is the problem?
  16. 16. Worst practices in Agile • Things we could do better – No use cases – No post it notes – Planning poker – accurate sizing – Burndown charts – Science fair
  17. 17. What is working for us • • • • • Clear objectives/priorities Adaptive attitude/responsiveness Low overhead Team cohesion Making it happen
  18. 18. “How do I sell Agile Marketing to my boss?”
  19. 19. Advice* • If you are not in charge – Start small – a single project – Things that look like development – Areas with rapid change – Something with strongly measurable ROI – Talk with a developer who knows agile
  20. 20. Shameless Plug • Find us – iTunes – Agilemarketingblog.com • • • • • Listen Tweet Question Insult Spread the word
  21. 21. Connect with me… Frank Days @tangyslice fmdays@tangyslice.com www.agilemarketingblog.com Agile Marketing Group on Facebook
  22. 22. What questions do you have?
  23. 23. Nine Flaws in the ways marketers work today that make Agile a challenge…
  24. 24. Flaw #1 Marketers think they know a lot… when they really don’t …
  25. 25. Flaw #2 Old school overhead slows things down
  26. 26. Flaw #3 Marketing is a hero based profession…
  27. 27. Flaw #4: Your agencies are probably waterfall… • Statements of work • Creative briefs • Risk reward balance
  28. 28. Flaw #5 Disconnect between planning and doing in new social channels
  29. 29. Flaw #6: Marketers are storytellers
  30. 30. Flaw #7: Planning is cultural “We do it this way…” “We need to build consensus…” “The CMO wants to see a plan…”
  31. 31. Flaw #8: Marketers like to talk… Question: Are you looking too far back or too far into the future?
  32. 32. Flaw #9: We still have budgeting cycles • Quarterly reporting • Annual budgets • Semi annual updates
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