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Agile Marketing: New Ways Of Managing A New Era Of Marketing (And Business) By Jascha Kaykas Wolff

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From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: Agile Marketing: New Ways Of Managing A New Era Of Marketing By Jascha Kaykas Wolff, @Kaykas - CMO, BitTorrent. #MARTECH

Published in: Marketing

Agile Marketing: New Ways Of Managing A New Era Of Marketing (And Business) By Jascha Kaykas Wolff

  1. 1. Agile Marketing: New Ways of Managing a New Era of ; " Marketing (And Business) @ 4: AII| Du_. _._: !!_I_! !|_x_ BitTorrent M : g‘ Kaykas
  2. 2. GROWING UP FAST BitTorrent (a Kaykas
  3. 3. BitTorrent”’ flmindjet -I _ Jascha Kaykas-Wolff , n 01 er " . 1 V V '" CMO, BItTorrent YAHOO, @Kaykas ° "Microsoft " Alla webtrends“ BitTorrent” @Kaykas
  4. 4. WATERFALL BitTorrent‘ @Kaykas
  5. 5. CUSTOMER MARKEWNG BitTorrent (a Kaykas
  6. 6. ;a Kaykas BitTorrent
  7. 7. CUSTOMER CUSTOMER BitTorrent ga Kaykas
  8. 8. f WATERFALL* BitTorrent‘ @Kaykas
  9. 9. Agile Development Manifesto . Satisfy the customer with early and continuous delivery. . Deliver working software frequently and on short cycle times. . Build around motivated individuals and trust, if given the environment and support they need, they will get the job done. . Allow the best architectures, requirements and designs to emerge from self-organizing teams. . At regular intervals, reflect on how to become more effective and adjust behavior accordingly. BitTorrent“ . Agile processes promote a constant and sustainable pace of development. . Continuous attention to technical excellence and good design enhances agility. . Businesspeople and developers must work together daily. Working software is the primary measure of progress. . The most efficient and effective information exchange is face-to-face. . Simplicity is essential. It's the art of maximizing the work yet to be done. @Kaykas
  10. 10. CUSTOMER CHANNEL BitTorrent ; a Kaykas
  11. 11. BitTorrent ; a Kaykas
  12. 12. CUSTOMER CUSTOMER BitTorrent“ @Kaykas
  13. 13. f WATERFALL* BitTorrent‘ @Kaykas
  14. 14. THE AGILE ERA: BEGINNING NOW? BitTorrent’
  15. 15. Agile Marketing Manifesto 1. Validated learning over opinions and conventions 2. Customer focused collaboration over silos and hierarchy 3. Adaptive and iterative campaigns over Big-Bang campaigns 4. The process of customer discovery over static prediction 5. Flexible vs. rigid planning 6. Responding to change over following a plan 7. Many small experiments over a few large bets BitTorrent“ @Kaykas
  16. 16. A QUICK AND DIRTY HISTORY OF BUSINESS MANAGEMENT BitTorrent’
  17. 17. The Efficiency Era 18805-1940 BitTorrent ; a Kaykas
  18. 18. <> 1) The Social Era + 1940-1980 1+ 21.?
  19. 19. The Shareholder Value Era 1980—current BitTorrent ; a Kaykas
  20. 20. THE AGILE ERA: NOW! BitTorrent’
  21. 21. THE AGILE TOOLBOX BitTorrent’
  22. 22. Storytelling is Math BitTorrent (a Kaykas
  23. 23. Character and Plot BitTorrent ; a Kaykas
  24. 24. Hypothesis Testing BitTorrent (a Kaykas
  25. 25. Feedback BitTorrent cg‘ Kaykas
  26. 26. How to Provide Feedback 1. Describe Begin any feedback by describing what you like about an idea. If you don't see or hear anything you like, look harder. Find something- anything—positive. Without positive feedback in the beginning, there is no trust in collaboration. BitTorrent 2. Analyze Try to interpret the meaning of what you see. What does the form or idea evoke in your mind? What does it make you think of? Now see it from the perspective of a customer and try to analyze how the idea fits into one of your user stories. 3. Evaluate After you've described the idea and interpreted the meaning, you can begin to raise concerns or introduce why you think a particular execution may fall short of its goal. Try to make a judgment based on the criteria of the idea. @Kaykas
  27. 27. The Backlog is Your Priority BitTorrent ga Kaykas
  28. 28. Culture is More Than Words BitTorrent ; a Kaykas
  29. 29. How to Get Started 1. Start Small. 2. Make it Cross-Functional. 3. Create Muscle Memory. DO select one project. DON'T create Pick a project that has lots of tradi- Overuse the stand-up. Facilitates a sprint. tional handoffs (e. g., writer, designer, acceptance of the process. Nothing developer). Landing page, SEM will help you move through challenges target. Nurture campaign. culturally or practically like seeing each other and explicitly focusing on what is being done. You only need one strong success emotionally to get the team excited about the process reorganization into agile. BitTorrent ga Kaykas
  30. 30. BitTorrent’ HOW NEW AGILE PRACTICES CAN MOVE MARKETING AND INNOVATION PAST THE OLD BUSINESS STALEMATES av JASCHA KAYKAS»WOLFF AND KEVIN FANN ILLUSTRATION AND DESIGN BY SEAN MARTINEZ
  31. 31. '1 ‘ W’ | , ¢‘‘ 2 Thank You! ' aaaaa BS

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