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Why Agile Marketing Doesn't Mean Chaos with Andrea Fryrear & Anjali Yakkundi

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During previous webinars in our Mind The Gap series, we’ve described how increasing needs from omnichannel growth and brand’s responsibility to govern puts enormous pressure on marketing teams. Resources remain flat and expectations continue to increase, exposing ‘the gap.’

Many enterprise marketers turn to agile marketing to bridge that gap. Despite the growing popularity of agile marketing, most marketers remain confused. Why? Because agile marketing is simple and hard at the same time. It’s simple to understand in theory. It’s hard to shift to working this way.

For more information, check out aprimo.com

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Why Agile Marketing Doesn't Mean Chaos with Andrea Fryrear & Anjali Yakkundi

  1. 1. © Copyright 2018. All rights reserved. Confidential. Proprietary. Why Agile Marketing Doesn’t Mean Chaos #AprimoAdvantage
  2. 2. © Copyright 2018. All rights reserved. Confidential. Proprietary.2 Our speakers Andrea Fryrear President & Lead Trainer, AgileSherpas @AndreaFryrear Anjali Yakkundi Product Marketing Director, Aprimo @AYakkundi #AprimoAdvantage Ed Breault VP of Marketing, Aprimo @edbreault
  3. 3. 3 © Copyright 2018. All rights reserved. Confidential. Proprietary. What’s in it for you? Source: AgileSherpas 2018 State of Agile Marketing Report
  4. 4. 4 Source: AgileSherpas 2018 State of Agile Marketing Report
  5. 5. 5
  6. 6. 6 NOT AGILE
  7. 7. 7 Agile vs. agile Specific methodology Mindset shift Values and principles Teams & leaders are different Nimble Responsive Adaptive Fast
  8. 8. 8 Particular Methodology Scrum Kanban Scrumban
  9. 9. 9 Source: 2018 State of Agile Marketing Report Agile Marketing Approaches
  10. 10. 10
  11. 11. 11 We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan
  12. 12. 12 Experimentation & Iteration
  13. 13. © Copyright 2018. All rights reserved. Confidential. Proprietary. Experimental Mindset in Action Iterations and Increments #AprimoAdvantage
  14. 14. 14
  15. 15. 15
  16. 16. 16 Listicle
  17. 17. 17 Listicle Article
  18. 18. 18 Listicle Article Infographic
  19. 19. 19 Listicle Article Infographic Videos
  20. 20. 20
  21. 21. © Copyright 2018. All rights reserved. Confidential. Proprietary. From Team to Department Major changes at CA Technologies #AprimoAdvantage
  22. 22. 22 Cameron von Orman SVP Product & Solutions Marketing CA Technologies
  23. 23. “big differences between small, co-located app development teams...and a large, spread out marketing staff conditioned to long duration initiatives.”
  24. 24. Step 1: Start Small The Get Big Curve
  25. 25. Step 1: Start Small Small but strategic The Get Big Curve
  26. 26. 26 When you go big you can also fail big. #AprimoAdvantage
  27. 27. 27 Low risk increments allow expansion to be safe at first and fast later on. #AprimoAdvantage
  28. 28. 28 Step 1
  29. 29. 29 Step 1 Step 2
  30. 30. 30 Co-located teams Ch-ch-ch-changes Widely distributed teams
  31. 31. 31 Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes Agile experienced marketers
  32. 32. 32 Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes Agile experienced marketers On-Prem productsSaaS
  33. 33. 33 Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes Agile experienced marketers On-Prem productsSaaS Portfolio of products covering full life cycle Single product
  34. 34. Step 1: Start Small Step 2: Test SmartSmall but strategic The Get Big Curve Epiphany Point
  35. 35. Step 1: Start Small Step 2: Test Smart Metrics & measurement around small start Small but strategic The Get Big Curve Epiphany Point
  36. 36. 36 1 2
  37. 37. 37 Engagement 6pts 11pts Proud to work for CA 31pts Recommend CA 11pts Involved in decisions affecting work 20pts Valued as an employee
  38. 38. 38 20% improvement in pipeline (w/flat budgets) Campaign delivery from 2 months to 2 weeks 3x win rate for marketing sourced opportunities
  39. 39. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Bigger space between steps, but bigger impact w/each change Metrics & measurement around small start Small but strategic Epiphany Point The Get Big Curve
  40. 40. 7 5 Persistent Cross-functional Campaign teams More business units
  41. 41. 41 Start small. Test smart. Grow fast. #AprimoAdvantage
  42. 42. © Copyright 2018. All rights reserved. Confidential. Proprietary. Will You Be Next? Planning Your Own Agile Transformation #AprimoAdvantage
  43. 43. 44
  44. 44. 45
  45. 45. © Copyright 2018. All rights reserved. Confidential. Proprietary. Thank you For more information, visit resources.aprimo.com! #AprimoAdvantage Andrea Fryrear President & Lead Trainer, AgileSherpas @AndreaFryrear Anjali Yakkundi Product Marketing Director, Aprimo @AYakkundi

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