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 on January 30th at the Integrated Marketing Summit 2014 in San Diego.
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10. !
Manifesto for Agile Software Development
!
!
We a r e u n c o v e r i n g b e t t e r w a y s o f d e v e l o p i n g
software by doing it and helping others do it.
!
!
I n d i v i d u a l s a n d i n t e r a c t i o n s ov e r p r o c e s s e s a n d t o o l s
W o r k i n g s o f t w a r e ov e r c o m p r e h e n s i v e d o c u m e n t a t i o n
C u s t o m e r c o l l a b o r a t i o n ov e r c o n t r a c t n e g o t i a t i o n
R e s p o n d i n g t o c h a n g e ov e r f o l l o w i n g a p l a n
11. Agile Adoption
27%
2006 State of Agile
Development Survey
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12. Agile Adoption
84%
2013 State of Agile
Development Survey
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13. h t t p : //w w w.v e r s i o n o n e . c o m /p d f/ 7 t h -A n n u a l - S t a t e - o f -A g i l e - D e v e l o p m e n t - S u r v e y. p d f
14.
15. Manifesto for Agile Marketing
!
We a r e d i s c o v e r i n g b e t t e r w a y s o f
creating value for our customers
through new approaches to marketing
!
!
Va l i d a t e d l e a r n i n g ov e r o p i n i o n s a n d c o n v e n t i o n s
C u sto m e r co l l a b o rat i o n ove r s i l o s a n d h i e ra r c hy
R e s p o n d i n g t o c h a n g e ov e r f o l l o w i n g a p l a n
M e a n i n g f u l e x p e r i m e n t a t i o n ov e r m i n o r o p t i m i s a t i o n
18. what is agile m arke t in g?
build a cross -f un c ti o na l te am
deve lop t -sh ap ed peo p le
test a nd val i date id eas
look at the w ho l e p ro duc t
expl oit op po r tu ni ti e s
19. what is agile m arke t in g?
build a cross -f un c ti o na l te am
deve lop t -sh ap ed peo p le
test and va l i date i de as
look at the w ho l e pro d u ct
expl oit op po rt u ni ti es
21. “
organizations... are constrained
to produce designs which are
copies of the communication
structures of these organizations
M E LV I N C O N WAY
”
22. Functional
Te a m s
Creative
Te a m s
Copy
Te a m s
Design
Te a m s
Digital
Te a m s
Print
23. h t t s : r y. c o m j o r e r /s . e l m - i i d u r e i / /w o o d - c s p i e r s - 6 1 t o f t 74 2 a i l h m l
h t t p : //w w w. d i r e c t i n d up t//w w w./p ko do oac oe n/pnc tu s t rs e f u n n y/m ih ia l pg n m e n 6-6 4 - 8h e - r5 7. s .th t m l
28. what is agile m arke t in g?
build a c ross- fu nc t i o nal te a m
deve lop t -sh ap e d p e o pl e
test a nd val i d ate i de a s
look at the w ho l e p ro duc t
exploi t opp o rt un it ie s
31. h t t s : r y. c o m j o r e r /s . e l m - i i d u r e i / /w o o d - c s p i e r s - 6 1 t o f t 74 2 a i l h m l
h t t p : //w w w. d i r e c t i n d up t//w w w./p ko do oac oe n/pnc tu s t rs e f u n n y/m ih ia l pg n m e n 6-6 4 - 8h e - r5 7. s .th t m l
34. what is agile m arke t in g?
build a cross -f un c ti o na l te am
deve lop t -sh ap e d p e o pl e
test and va l i date i de as
look at the w ho l e pro d u ct
expl oit op po rt u ni ti es
35. “
It is a capital mistake to
theorise before you have all the
evidence.
It biases the judgment.
S H E R LO C K H O L M E S
”
47. what i s agile m a rket in g ?
build a c ross- fu nc t i o nal te a m
deve lop t-s ha pe d pe o p le
test a nd val i d ate i de a s
look at the w ho l e p ro duc t
exploi t opp o rt un it ie s
48. “
More and more major businesses
and industries are being
run on software
and delivered as
online services
MARC ANDREESSEN
”
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50.
51. DemandGen
W e b s i t e Te a m
P r o d u c t Te a m
Renewals
54. Agile Marketing
G a r t n e r f o r M a r k e t i n g L e a d e r s / D i g i t a l M a r k e t i n g Tr a n s i t M a p
h t t p : / / w w w. g a r t n e r. c o m / t e c h n o l o g y / r e s e a r c h / d i g i t a l - m a r k e t i n g / t r a n s i t - m a p . j s p
55. Agile Marketing
G a r t n e r f o r M a r k e t i n g L e a d e r s / D i g i t a l M a r k e t i n g Tr a n s i t M a p
h t t p : / / w w w. g a r t n e r. c o m / t e c h n o l o g y / r e s e a r c h / d i g i t a l - m a r k e t i n g / t r a n s i t - m a p . j s p
56. Agile Marketing
G a r t n e r f o r M a r k e t i n g L e a d e r s / D i g i t a l M a r k e t i n g Tr a n s i t M a p
h t t p : / / w w w. g a r t n e r. c o m / t e c h n o l o g y / r e s e a r c h / d i g i t a l - m a r k e t i n g / t r a n s i t - m a p . j s p
58. what is agile m arke t in g?
build a cross -f un c ti o na l te am
deve lop t-s ha pe d pe o p le
test a nd val i d ate i de a s
look at the w ho l e pro d u ct
expl oit op po rt u ni ti es
63. “
a 15-person social media team…
ready to respond to whatever
happened…
copywriters, a strategist,
and artists ready to react
”
W i r e d : H o w O r e o Wo n t h e M a r k e t i n g S u p e r B o w l
Wi t h a Ti m e l y B l a c ko u t Ad o n Tw i t te r
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65. what is agile m arke t in g?
build a cross -f un c ti o na l te am
deve lop t-s ha pe d pe o p le
test a nd val i d ate i de a s
look at the wh o le pro du c t
expl oit op po rt u ni ti es