"Agile is the new name of the marketing game" according to Shubu Mitra of Coca-Cola. Agile Marketing dramatically increases speed-to-market; delivers more relevant, engaging and impactful campaigns; drives ongoing innovation; and enhances customer experiences to grow market share. It uses relentless customer focus, iterative experimentation, and ongoing collaboration to drive faster creation, smarter improvements and better results for your marketing activities. This presentation provides a quick introduction to what Agile Marketing is, it's key benefits, and steps to get started.

1. AN INTRODUCTION
TO AGILE MARKETING

2. AN INTRODUCTION TO AGILE MARKETING
WHAT IS AGILE MARKETING?
What:
• New philosophy and culture for marketing
• Operating model made up of a set of business practices and
methodologies
How:
• Collapses up-front planning cycles
• Uses data and analytics to continuously identify opportunities or
solutions to problems
• Experiments and tests through rapid iteration to optimise the
marketing mix across all touch points of the customer journey
and life-cycle
• Creates seamless interplay between marketing disciplines and
other functions / departments
Why:
• Better, quicker decision-making
• More flexibility to adjust course and optimise
• Improved quality and impact of campaigns
• Faster speed-to-market

3. WHAT’S DIFFERENT?
TRADITIONAL MARKETING AGILE MARKETING
following a plan responding to change
opinions & conventions validated learning (testing & data)
static prediction customer discovery
big-bang campaigns rapid iterations
a few large bets numerous small experiments
target markets individuals & interactions
silos & hierarchy collaboration
AN INTRODUCTION TO AGILE MARKETING

4. WHY NOW?
AN INTRODUCTION TO AGILE MARKETING
rising
audience
expectations
exploding
channel
complexity
ever more
sophisticated
marketing
technology
“Customers across B2C and B2B worlds are
developing an insatiable demand for speed,
convenience, contextualisation, and non-stop
connectivity.” (World Economic Forum)
“On average, marketing leaders today say
that 34% of their budget is spent on channels
they didn’t know existed five years ago, and
they expect it to reach 40% by 2019.”
(Salesforce Research)
The total number of solutions available to
marketers grew by 39% year-on-year in 2017
to some 5,381 solutions. (chiefmartec.com)
Agile Marketing allows us to re-adjust, recalculate,
and refocus the direction of our marketing on an
ongoing bases, at pace, to be able to keep up with
changing audience dynamics and demands.
Agile Marketing enables faster testing,
measurement, and optimisation of channel mixes,
and the marketing tactics delivered through these.
Agile Marketing deals with this complexity by
identifying roadblocks and problems sooner,
switching gears more quickly and more effectively,
and completing tasks faster.

5. Shubu Mitra, Director of Planning Effectiveness Coca-Cola
“Agile is the new name of the marketing game”
AN INTRODUCTION TO AGILE MARKETING

6. REPORTED BENEFITS OF AGILE MARKETING
Source: CMG PartnersAN INTRODUCTION TO AGILE MARKETING
Increased Growth
Agile Marketing departments are 3x more likely to significantly grow market share.
(CMG Partners)
Faster
Typically, Agile Marketing teams see a 600% increase in speed-to-market.
(McKinsey)
More Flexible
93% of Agile CMOs say that their teams can switch gears more quickly and more effectively.
(CMG Partners)
More Adaptive
41% of Agile marketers believe that roadblocks and problems are identified sooner.
(AgileSherpas)
More Productive
Agile Marketing teams have seen a 300% increase in the number of marketing tasks completed.
(Atlassian)
Happier
35% of Agile marketers claim that it has improved team morale.
(AgileSherpas)

7. WHO’S DOING AGILE MARKETING?
37%
of marketing teams are using Agile methods
61%
plan to implement Agile in 2018
Source: AgileSherpas State of Agile Marketing 2018AN INTRODUCTION TO AGILE MARKETING

8. WHO’S DOING AGILE MARKETING?
AN INTRODUCTION TO AGILE MARKETING

9. 3 QUICK STEPS TO GET STARTED
AN INTRODUCTION TO AGILE MARKETING
1. Build a backlog
Create a master to-do list as the
single point of truth for what the
team needs to get done. Define
the who, how and when to keep
it updated and current.
2. Visualise your workflow
Build the flow of work for your
team: where it comes from, what
happens to it when your team is
working on it, and where it goes /
is passed to when it’s done.
Visualise this in the office using a
whiteboard and / or post-its. Sort
tasks into: Backlog, Defined, In-
Progress, Done, Approved.
3. Hold daily standups
Start getting the team together
each morning for 15 minutes
where each member highlights:
what they accomplished the day
before, what they plan to
complete that day, and any
roadblocks preventing them
moving forward. Encourage
sharing learnings and
collaborative problem-solving.

10. “You have to work hard to get your thinking clean to make it simple. But it’s
worth it in the end, because once you get there, you can move mountains.”
Steve Jobs
AN INTRODUCTION TO AGILE MARKETING

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