Successfully reported this slideshow.
Your SlideShare is downloading. ×

Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland

Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland

Download to read offline

Agile Marketing is a rocket ready for lift off! For years software development teams have improved and honed their agile skills helping them deliver more value to their customers more frequently. Delivering more value to your customers, more frequently, is key to scaling your own company.



Learn how marketing teams across the globe are adopting agile practices to deliver campaigns that are more targeted and result in higher engagement. Use these five tips to effectively scale a marketing team to respond to opportunities as they arise, not months after.

Presented at the worldwebforum 2014 in Zurich, Switzerland

Agile Marketing is a rocket ready for lift off! For years software development teams have improved and honed their agile skills helping them deliver more value to their customers more frequently. Delivering more value to your customers, more frequently, is key to scaling your own company.



Learn how marketing teams across the globe are adopting agile practices to deliver campaigns that are more targeted and result in higher engagement. Use these five tips to effectively scale a marketing team to respond to opportunities as they arise, not months after.

Presented at the worldwebforum 2014 in Zurich, Switzerland

More Related Content

Related Books

Free with a 30 day trial from Scribd

See all

Five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in Zurich, Switzerland

  1. 1. NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM agile marketing team FIVE TIPS TO BUILD A HIGH PERFORMANCE
  2. 2. Why? Markets change rapidly. http://solutions.forrester.com/bma-survey-findings-ramos/
  3. 3. Waterfall is Predictive PLAN BUILD DEPLOY REVIEW 6 - 12 months
  4. 4. Waterfall is Predictive PLAN BUILD DEPLOY REVIEW CHANGE 6 - 12 months
  5. 5. Agile is Adaptive PLAN DEPLOY BUILD 1 or 2 week cycles REVIEW
  6. 6. Agile is Adaptive PLAN DEPLOY BUILD CHANGE 1 or 2 week cycles REVIEW
  7. 7. Agile is Adaptive 1 or 2 week cycles BUILD LEARN MEASURE
  8. 8. Agile Adoption 27% 2006 State of Agile Development Survey http://www.versionone.com/pdf/stateofAgiledevelopmentsurvey.pdf
  9. 9. Agile Adoption 84% 2013 State of Agile Development Survey http://www.versionone.com/pdf/7th-Annual-State-of-Agile-Development-Survey.pdf
  10. 10. http://www.versionone.com/pdf/7th-Annual-State-of-Agile-Development-Survey.pdf
  11. 11. Better outcomes for customers. ! Faster.
  12. 12. build a cross-functional team what is agile marketing? test and validate ideas develop t-shaped people look at the whole product exploit opportunities
  13. 13. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  14. 14. Creative Design Copy Digital Functional Teams Teams Teams Teams PrintTeams
  15. 15. http://www. jokeroo.com/pictures/funny/misalignment-of-the-rails.htmlhttp://www.directindustry.com/prod/saelen-industrie/wood-chippers-61664-874257.html
  16. 16. Print Creative Copy Design Digital Sales Agile
 Marketing
 Team
  17. 17. PrintCreativeCopyDesignDigitalSales Agile
 Marketing
 Team
  18. 18. Design Creative Copy Digital Print Cross-Functional Team Team Team Team Team Team
  19. 19. Cross-Functional Team
  20. 20. Empower the team to deliver as fast as possible
  21. 21. develop t-shaped people test and validate ideas what is agile marketing? look at the whole product exploit opportunities build a cross-functional team
  22. 22. Creative Creative Design PrintCopy Digital
  23. 23. Creative Creative Design PrintCopy Digital
  24. 24. http://en.wikipedia.org/wiki/Achilles'_heel
  25. 25. Creative PrintCopy Digital Team Creative Design Print Digital Sales Copy Design Design Digital Creative Design Digital Creative Design
  26. 26. Pairing
  27. 27. Amplify team learning with t-shaped people
  28. 28. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  29. 29. It is a capital mistake to 
 theorise before you have all the evidence. It biases the judgment. SHERLOCK HOLMES ” “
  30. 30. BUILD LEARN MEASURE
  31. 31. Hypothesis
 Adding an arrow to the checkout button will increase conversion by 15% CHECKOUT ➜ Original (A) Test (B) CHECKOUT CHECKOUT ➜ Test (C)
  32. 32. BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD BUILD LEARN MEASURE LEARN MEASURE BUILD LEARN MEASURE BUILD MEASURE LEARN MEAS BUILD LEARN MEASURE BUILD LEARN MEA BUILD LEARN MEA
  33. 33. BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEAS BUILD LEARN MEASURE BUILD LEARN MEA BUILD LEARN MEA BUILD LEARN MEASURE LEARN MEASURE BUILD LEARN MEASURE BUILD MEASURE
  34. 34. BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE
  35. 35. Learn through failure
  36. 36. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  37. 37. DemandGen Website Team Product Team Renewals
  38. 38. Agile Marketing Team
  39. 39. Agile Marketing Team
  40. 40. User Story Mapping
  41. 41. Optimise the whole customer experience
  42. 42. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  43. 43. Be Agile
  44. 44. test and validate ideas develop t-shaped people build a cross-functional team what is agile marketing? look at the whole product exploit opportunities
  45. 45. PHOTO OF RETROSPECTIVE Retrospective
  46. 46. Continuous Improvement
  47. 47. ! better outcomes for customers. ! Faster. @njm @worldwebforum Agile Marketing is delivering
  48. 48. Thank you! ! NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM

×