Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building an Agile for Marketing Strategy by CMG Partners for MENG

1,131 views

Published on

Originally created as a Marketing Executives Network Group webinar (MENGinar), this slideshare is for the marketing executive wanting to know more about Agile for Marketing and how it has helped companies improve performance and champion the customer. They want to know how it works and how to get started with this modern approach to marketing.

A state of continual disruption is today’s status quo—and marketing is tapped with facing down external forces that range from new technology and media to a more informed, less patient, and ever evolving customer.

In the face of so much change, the traditional marketing model of long-term planning and campaigns that take months to execute no longer fits. To address today’s always-on marketing landscape, innovative marketers are adopting a new approach called Agile. It’s a methodology being adapted for marketing from its origin in software development that enables a more data-driven, iterative approach to marketing.

While Agile for Marketing (A4M™) can be a big adjustment requiring leadership and commitment, this new approach gives structure to strategic goals and serves to champion the customer, speed time to market, and improve performance.

This MENGinar provides examples of companies using Agile for Marketing to:

- Improve the customer experience.
- Enhance the rapid learning capabilities of the marketing organization.
- Set data-driven priorities that align across the company.
- Transform into a more accountable, adaptable marketing organization.

About the Presenter:
Barre Hardy is a strategic marketing and growth consultant with more than fifteen years experience helping companies grow through assessing new opportunities, bringing new products to market, and developing digital strategies. Barre leads CMG Partners’ Agile for Marketing practice which helps CMOs and their teams transform organizations and improve performance.

Published in: Marketing
  • Be the first to comment

Building an Agile for Marketing Strategy by CMG Partners for MENG

  1. 1. -inar Winning in the Era of Disruption with Agile Marketing
  2. 2. What does your marketing team need most to improve performance? Poll Question  Better understanding of the customer  Faster speed to market  Experimentation and rapid learning  Enhanced collaboration  Clear, shared objectives and priorities
  3. 3. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Marketers are facing high uncertainty and rapid change 3
  4. 4. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Sources: *BCG The Evolvable Enterprise, **Microsoft CEO, Satya Nadella, WSJ 7/14 COMPANIES ARE BEING AGILE TO ADAPT GOAL: Test, measure, learn improve  Build an experimentation engine Amazon.com conducts A/B testing of different versions of its website 4 GOAL: Iterate quickly  Increase the strategy-process clock speed Google launches, evaluates, and kills 10 to 15 products each year  “Flatten organizations and increase the span of control of people managers with greater trust between teams” GOAL: “Be more lean and efficient” “Microsoft’s move to agile is the inevitable consequence of moving to the cloud”**
  5. 5. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE FOR MARKETING AGILE / AG·ILE /AJƏL/ adjective. Marked by a ready ability to move with quick, easy grace: having a resourceful and adaptable character. AGILE FOR MARKETING (A4M™) A mindset and methodology that transforms culture and operations so you can execute more efficiently, champion the customer, and achieve better performance through a data-driven, iterative approach. 5
  6. 6. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Traditional marketing assumes you know the end point today A4M uses rapid learning cycles to reach goals MARKETING IS NOT PREDICTABLE 6
  7. 7. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page The Scrum Process – adopted from Software AGILE IS DESIGNED FOR CHANGE 7
  8. 8. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • Small – less than 10 • Self-organizing • Open communication SMALL TEAMS BIG COLLABORATION • Team-wide visibility • Low overhead • Shared purpose 8
  9. 9. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE MARKETING ACHIEVES LONG-TERM PLANS IN A WAY THAT IS ADAPTIVE. Agile marketing produces faster results because it enables incremental and iterative delivery. 9
  10. 10. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE MARKETING PUTS THE CUSTOMER AT THE CENTER. 10
  11. 11. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page EACH SPRINT PROVIDES AN OPPORTUNITY TO LEARN & ADJUST Fail Faster, Succeed Smarter • Improve speed of decision-making • Reap the benefits of smaller deliverables • Adjust your approach based on market feedback • Experiment with innovative, new ideas 11
  12. 12. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE MARKETING IS NOT JUST ABOUT WORKING FASTER, IT’S ABOUT WORKING SMARTER. It’s about better allocating your time and energy into activities that produce results. 1 3 4 5 6 7 2 76 12
  13. 13. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE ALIGNS A STRONG, CLEAR VISION WITH ADAPTIVE EXECUTION 13 Connect long-term vision with the current sprint through prioritization of the backlog. Connect the current sprint to long-term vision during sprint review. Minimize “fire drills” while sprint is in progress to help maintain strategic focus.
  14. 14. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page BENEFITS OF A4M Agile Marketers report increases in team motivation and productivity.1 Source: CMG Partners research reports CMO’s Agenda 2014 14
  15. 15. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page 15
  16. 16. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page YOU CAN ADAPT AGILE METHODOLOGIES TO BEST FIT YOUR ORGANIZATION. Scrum is just one approach. 16
  17. 17. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Create your own methodology, but always draw upon these 8 PRINCIPLES: 1. FLEXIBLE 2. DATA DRIVEN 3. EXPERIMENTAL 4. TRANSPARENT 5. COLLABORATIVE 6. EMPOWERING 7. CUSTOMER FOCUSED 8. PRIORITIZED 17
  18. 18. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page HOW DO COMPANIES USE A4M? FULL ADOPTERS ADOPTED IN DIGITAL/ WEB ADOPTED ELEMENTS OF THE MINDSET AND METHODOLOGY 18
  19. 19. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • To better know and serve their Customers HOW SCOTTRADE USES A4M 19
  20. 20. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • Better target and serve the customer • Drive rapid learning • Focus resources on top priorities HOW AN INTERNET GIANT USES A4M 20
  21. 21. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • To focus on the highest priority items and have fluidity in planning HOW HP USES A4M 21
  22. 22. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • To use data to be more precise in targeting the right customers and the right media HOW KRAFT USES A4M 22
  23. 23. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page WHAT MAKES A4M SUCCESSFUL? Clear Strategic Direction Strong Governance Right Talent & Tools Empowered Teams Flexibility Discipline 23
  24. 24. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Leadership matters. 24 “
  25. 25. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page THE BEST WAY TO GET STARTED WITH A4M? START. 25
  26. 26. What would you like to know more about? Poll Question  Best practices from other adopters  Impact on organizational structure  The process and how it works  How to engage customers in the process  How to get started
  27. 27. Thank you Barre Hardy Sr. Director barre.hardy@cmgpartners.com 919.816.5476 | @barreblake

×