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Agile Marketing For The Real World event - Signal - 6th Nov 2019

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Unique insights on applying Agile principles in a marketing context, with Signal, creative strategist Kate Bordwell and bestselling author Neil Perkin, exploring the challenges involved in adopting Agile ways of working in the ‘real world’.

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Agile Marketing For The Real World event - Signal - 6th Nov 2019

  1. 1. # W T F I S A G I L E M A R K E T I N G AgileMarketingfor theRealWorld @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  2. 2. I N T R O D U C T I O N S @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G JohnRowley C E O O F C E L L O S I G N A L G R O U P
  3. 3. T O N I G H T ’ S A G E N D A @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G DavidHammond A G I L E M A R K E T I N G I N P R A C T I C E NeilPerkin A G I L E M A R K E T I N G & T R A N S F O R M AT I O N KateBordwell B E C O M I N G A G I L E
  4. 4. AgileMarketing andTransformation N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G@ N E I L P E R K I N
  5. 5. “One of the most influential people in the UK digital industry.” 
 British Interactive Media Association @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  6. 6. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  7. 7. H T T P : / / W W W - 9 3 5 . I B M . C O M / S E R V I C E S / C - S U I T E / S T U D Y / @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  8. 8. S O U R C E : @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  9. 9. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  10. 10. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  11. 11. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  12. 12. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  13. 13. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  14. 14. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  15. 15. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  16. 16. ‘Everyonehasaplan untiltheyget punchedintheface’ @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  17. 17. S C A L E A D A P T A T I V E S C A L E L E A R N F A S T A T S C A L E @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  18. 18. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  19. 19. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  20. 20. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  21. 21. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  22. 22. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  23. 23. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  24. 24. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  25. 25. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  26. 26. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  27. 27. ‘Stubborn on vision, flexible on details’ @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  28. 28. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  29. 29. A U T O N O M Y @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  30. 30. H I G H S Y S T E M L O W S Y S T E M H I G H E M P A T H Y L O W E M P A T H Y Human-centred, responsive at scale Humantist, relational, limited scale Efficient but cold Chaotic @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  31. 31. H I G H S Y S T E M L O W S Y S T E M H I G H E M P A T H Y L O W E M P A T H Y D A T A C R E A T I V E @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  32. 32. P R O D U C T Eradicate friction,
 be useful, helpful Designing systems Targeting existing behaviours M A R K E T I N G Turning attention towards something, an intervention, or interruption Telling stories Trying to create new behaviours @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  33. 33. Mullet strategy: Neat and respectable at the front, wild and hairy at the back @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  34. 34. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  35. 35. H T T P : / / W W W . O N LY D E A D F I S H . C O . U K / O N LY _ D E A D _ F I S H / 2 0 1 5 / 0 7 / T H E - T H R E E - T Y P E S - O F - P R O B L E M - I N - T H E - W O R L D . H T M L T H E R E A R E T H R E E T Y P E S O F P R O B L E M I N T H E W O R L D … @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  36. 36. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  37. 37. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G
  38. 38. # W T F I S A G I L E M A R K E T I N G H T T P S : // M E D I U M . C O M / B U I L D I N G - T H E - A G I L E - B U S I N E S S W W W . O N LY D E A D F I S H . C O . U K @ N E I L P E R K I N
  39. 39. Thankyoufor yourtime N E I L P E R K I N @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  40. 40. Thisisthemasterfile. Pleasemakeacopy beforeediting. W H I L E T H I S I S A L I S T O F C O M M O N S L I D E T E M P L AT E S , I T I S N O T E X C L U S I V E . G E T C R E AT I V E , H A V E F U N A N D C R E AT E G R E AT D E C K S ! AgileMarketing inPractice D A V I D H A M M O N D @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  41. 41. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G DavidHammond D I G I TA L S T R AT E G Y & A G I L E C O N S U LTA N T
  42. 42. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  43. 43. Areyoudoing AgileMarketingtoday? @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  44. 44. 32%* S E C O N D A N N U A L S TAT E O F M A R K E T I N G S U R V E Y ( J A N 2 0 1 9 ) @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  45. 45. Whatdowemeanby ‘AgileMarketing’? @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  46. 46. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  47. 47. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G WhatAgilemethodologyareyou following?
  48. 48. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G WhatAgilepracticesdoyouuse?
  49. 49. Howtopractice AgileMarketing @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  50. 50. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G 1.Clarifyyourobjectives
  51. 51. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G 2.FormanAgileMarketingteam
  52. 52. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G 3.Buildabacklog…
  53. 53. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G …andprioritiseit
  54. 54. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G 4.Runasprint…
  55. 55. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G …orsetupaKanbanboard
  56. 56. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G 5.Usedailystand-ups
  57. 57. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G 6.Runregularretrospectives
  58. 58. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G Kanban board - to show progress
 toward completing tasks and goals Project learnings and retrospective outcomes  Backlog -  to show what is planned next Metrics Board - regular tracking of key project metrics e.g.sales figures, cSaT 7.Shareyourresults
  59. 59. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G 1. Clarifyyourobjectives 2. FormanAgileMarketingteam 3. Buildabacklog…andprioritiseit 4. Runasprint…orsetupaKanbanboard 5. Dailystand-ups 6. Regularretrospectives 7. Shareyourresults
  60. 60. Thankyoufor yourtime D A V I D H A M M O N D @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
  61. 61. Thisisthemasterfile. Pleasemakeacopy beforeediting. W H I L E T H I S I S A L I S T O F C O M M O N S L I D E T E M P L AT E S , I T I S N O T E X C L U S I V E . G E T C R E AT I V E , H A V E F U N A N D C R E AT E G R E AT D E C K S ! BecomingAgile K AT E B O R D W E L L @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  62. 62. @ K B O R D W E L L Using‘agile’tomake thingsmeaningful • How I ‘became agile’
 • ‘Agile’ innovation
 • How you can use agile, lean and design thinking methods to deliver meaningful outcomes  TodayI’mgoingtotalkabout: # W T F I S A G I L E M A R K E T I N G
  63. 63. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G HowIbecame‘agile’
  64. 64. “..atimeboxed,iterativeapproach tosoftwaredeliverythatbuilds softwareincrementallyfromthe startoftheproject,insteadoftrying todeliveritallatonceneartheend.” @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G - N I S H A N T S H A R M A -
  65. 65. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  66. 66. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  67. 67. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  68. 68. “Thecollaborativeprocessof makingpersonas*isfarmore importantthantheartefactsit leavesbehind.” @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G - M E , P A R A P H R A S I N G L O T S O F P E O P L E O N T W I T T E R - * O R A N Y T H I N G E L S E
  69. 69. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  70. 70. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G ‘Agile’innovation
  71. 71. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G Innovation…now,new,andnext
  72. 72. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G Innovation…newideasthathave meaningfulimpactoncustomers
  73. 73. “Defineyourselfintermsof thebenefitsyoudeliver,notin termsofwhatyoudo.” @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G - G U Y K A W A S A K I -
  74. 74. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G Using‘agile’todeliver meaningfuloutcomes
  75. 75. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G Beingagile meansyou don’tneeda strategy Beingagilemeans youneedarobust strategybasedon dataandinsight
  76. 76. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  77. 77. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  78. 78. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  79. 79. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  80. 80. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  81. 81. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  82. 82. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  83. 83. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  84. 84. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  85. 85. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  86. 86. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  87. 87. Thankyoufor yourtime K AT E B O R D W E L L @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
  88. 88. Q&Awithour panelofspeakers # W T F I S A G I L E M A R K E T I N G @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

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