A growing number of marketing teams are adopting Agile principles and methodologies to manage the growing complexity and technological sophistication of their work. But, overworked and unsure of how to proceed, many of them are cobbling together various ceremonies and concepts to create their own Frankenstein “methodologies” that often fail. This dispatch from the front lines of the agile marketing revolution calls on current agilists to support marketers in their transformation, and offers ways we can all work together for greater organizational agility.
2. “Marketing is not … a specialized activity at
all. It is the whole business seen from the
point of view of its final result, that is from
the customer’s point of view...
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3. ...Concern and responsibility for
marketing must therefore permeate
all areas of the enterprise.”
- Peter Drucker
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19. Today’s Backlog
1. Why marketers need agility
2. You keep using that word...
3. Marketing methodologies & how they compare to IT
4. Agile marketing educational gaps
5. A movement in its infancy
6. Marketing and software converge
7. Help marketing, help the customer
20. 1. Increased Complexity
2. World War C
3. The Audience
4. Sanity
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Why Agile Marketing?
22. Time to 50 million users
38 years
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23. Time to 50 million users
13 years
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24. Time to 50 million users
1.5 years
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25. How stressed are marketers?
13% Overly Stressed
12% Stressed to the Max
3% Not at all
35% Somewhat stressed
37% Stressed
Source: Workfront @andreafryrear | #MHA17
33. @andreafryrear | #MHA17
52% → 22%
From 1997 to 2008, % of brands in which
consumers had a high level of confidence
Source: Young & Rubicam BrandAsset Valuator
42. Source: Wrike State of Agile Marketing 2016
Visibility to the overall
project status
Improved teamwork
and morale
Better team
alignment on
priorities
Better division of work
between team members
Can identify roadblocks,
problems, schedule
issues faster
Improved quality of work
Faster time to get
things released
18% 14%
13%
13%
10%
17%
16%
45. @andreafryrear | #bizagility17
24% Lack of training/knowledge
18% Current approach works well
enough
12% Mgmnt doesn’t see the value
11% Not enough time to try it
10% Not willing to try new
approaches
9% Don’t have the right tools
8% Don’t have champion to lead
5% Already done it
4% Don’t know
What stops your
team from more
completely
implementing an
Agile approach?
Source: Wrike State of Agile
Marketing Report 2016
47. “Some of the most impressive examples of agile
marketing happened because of an event that couldn’t
be planned for.”
48. “Responding to social trends means flexibility, and agile
marketing doesn’t work with controlled and deliberately
timed plans.”
49.
50. Marketers admit they have a limited understanding of what Agile means
11% Already use agile; no challenges
43% I/my team doesn’t know what
Agile is or how it works
29% We don’t have an internal
expert to train/implement
11% Getting buy-in from my team
17% Getting buy-in from leadership
18% Lack of the right tools
19% Getting over the learning curve
15% We prefer to execute against
a long-term plan
What barriers or
challenges do you
encounter within your
department?
Source: Workfront Agile Marketing Report 2016
52. @andreafryrear | #MHA17
Agile Marketing Methodologies
What kind of work
management process
does your marketing
department use to
manage work?
2% I don’t know
5% None
14% Take them as they
come
40% Combo of multiple
methodologies
26% Plan the steps, then
execute the plan
14% Re-org upcoming
work based on feedback
Source: Workfront
53. TIP #1
Don’t assume you already know what
Agile marketing will look like.
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55. TIP #2
But please don’t leave us
to our own devices either.
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56. Marketers admit they have a limited understanding of what Agile means
11% Already use agile; no challenges
43% I/my team doesn’t know what
Agile is or how it works
29% We don’t have an internal
expert to train/implement
11% Getting buy-in from my team
17% Getting buy-in from leadership
18% Lack of the right tools
19% Getting over the learning curve
15% We prefer to execute against
a long-term plan
What barriers or
challenges do you
encounter within your
department?
Source: Workfront Agile Marketing Report 2016
57. What do you mean
“if we go with Scrum”?
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58. 29%
We don’t have an internal expert to
train/implement
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61. TIP #3
Accept that we’re just
starting our Agile journeys.
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62. Marketers admit they have a limited understanding of what Agile means
7.8% Plans to start, but haven’t
yet
22% We’re just starting now
33% In the last 6 months
18% Started 6-12 months ago
11% Started over a year ago
4% More than two years
4% Don’t know
How long has your
team been using an
Agile methodology?
Source: Wrike State of Agile Marketing Report 2016
63. How long has your
organization been
practicing agile?
15%
Less than 1 year
25%
1-2 years
32%
3-5 years
28%
5+ years
Source: VersionOne State of Agile Report 2017
66. Marketing & Software are both about:
➔ shifting from rigid planning to agile adaptation.
➔ moving from a few big releases to continuously evolving
customer experiences.
➔ engaging more directly with their audience.
➔ embracing experimentation and testing.
➔ promoting innovation as an engine of growth.
Source: Hacking Marketing
70. Customer Benefits from Agile Marketing
22%
Increased
customer
response
26%
Flexible
approach to
changing
customer
needs
18%
Increased
real-time
CX
Source: Forbes Insights: Future of Marketing
71. 1. Don’t assume you already know what Agile marketing
will look like.
2. Lend marketers your expertise.
3. Accept that we’re just starting our Agile journeys.
4. Remember that we’re more alike than we are
different.
5. We’re all in it for the customer.
5 Ways to Help Agile Marketers
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