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What the f**k is agile marketing
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What the f**k is agile marketing


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  • Love the concept and the presentation. I haven't read you present this and just found this though a link from somewhere. Somehow I feel my own freelance clients in the past were more agile, while in an agency environment with multiple cooks in the kitchen, as much as we want to be agile sometimes in theory, just to mange it well in large groups, we fall back to template processes where sometimes it is not even properly evaluated if the process fits the situation for the client. But by having it, we can sometimes scale the system and knock out more projects with more people and a repeatable process.

    Which makes me miss my own freelance client and the 'agileness' of it. Although I believe agile marketing can be evolved in larger agencies but your team should all have competent skills to be agile where everyone can easily follow and adapt to each other at a fast past just to be all on the same page.
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  • 1. What the f**k is agilemarketing
  • 2. Agile marketing is a high-communication, low documentation, rapid iteration process designed to provide more frequent, more relevant and highly measurable marketing programs - IDC, Agile Principles and Practices, 2010
  • 3. Applying ideas ofAgile development to marketing
  • 4. What is Agile Development? “Software development methodologies based on iterative and incremental development, where requirements and solutions evolvethrough collaboration between self-organizing, cross-functional teams” - Wikipedia *** Also, see The Agile Manifesto[1]
  • 5. Agile vs. Waterfall Image: Wikipedia
  • 6. Why you should care aboutagile marketing?
  • 7. Reason #1Marketers don’t really know much
  • 8. Just 32% of marketers know howcustomers behave across channels
  • 9. Reason #2Speed and flexibility arecompetitive advantages
  • 10. Reason #3Communications overheadslows things down
  • 11. The communicationsoverhead for a projectincreases as the size of the team grows - The Mythical Man Month, 1975
  • 12. Reason #4Truly empowering individualsmeans things get done Reason #5 The best work comes from self-organizing teams
  • 13. “Decisions made bygroups are often better than could have been made by any singlemember of the group” - James Surowiecki Wisdom of Crowds, 2004
  • 14. Reason #6Fast moving media and marketsmeans frequent adjustments
  • 15. Every day:700 million pieces ofcontent shared onFacebook
  • 16. 30 million tweets
  • 17. And 900,000 blog posts…
  • 18. Reason #7Results matter more than processes
  • 19. How Agile Marketing works…
  • 20. PRODUCT OWNER speaks for the market
  • 21. USE CASESdescribe howcustomers use your product
  • 22. Plan in short windows or SPRINTS Image: Wikipedia
  • 23. BACKLOG captures everything in that SPRINT
  • 24. Meet or SCRUMfrequently to discuss issues
  • 25. SCRUM MASTER leads the way
  • 26. What have you done for me lately?What have you completed?What are you doing next?What barriers are you facing?
  • 27. SCRUMS are open/transparent
  • 28. BURNDOWN CHARTSmeasure progress during a SPRINT Image: Wikipedia
  • 29. Case studies
  • 30. Agile time to results = waterfall time to live• Using for interactive projects• Higher risk, greater uncertainty• Low cost, high velocity testing• Need right people and project
  • 31. No more “everyone is a marketing expert” syndrome• Run in 30 day sprints• Post progress in a Wiki• End of sprint “Science Fair”
  • 32. First Tennessee Bank• Using agile to compress cycle times• Talent management tool• Have to deal with compliance
  • 33. Connect with me…Frank of Marketing Agility Podcast
  • 34. Agile marketing podcast • Find us – iTunes – • Listen • Tweet • Question • Insult • Spread the word