2. F I V E T I P S TO B U I L D A H I G H P E R F O R M A N C E
agile marketing team
NICHOLAS MULDOON
•
AG I L E C OAC H
•
TWITTER
•
@NJM

3. Why?
Better Outcomes.
F a s t e r.
h t t p : //s o l u t i o n s . f o r r e s t e r. c o m / b m a - s u r v e y - f i n d i n g s - r a m o s

4. PLAN
BUILD
D E P LOY
REVIEW
6 - 12 months
Wa t e r f a l l
is
Predictive

5. CH
AN
GE
PLAN
BUILD
D E P LOY
REVIEW
6 - 12 months
Wa t e r f a l l
is
Predictive

6. PLAN
REVIEW
D E P L OY
BUILD
1 - 2 weeks
Agile
is
Adaptive

7. CH
PLAN
REVIEW
D E P L OY
BUILD
1 - 2 weeks
Agile
is
Adaptive
AN
GE

8. BUILD
LEARN
MEASURE
1 - 2 weeks
Agile
is
Adaptive

9. h t t p : //u d a y a n b a n e r j e e .w o r d p r e s s . c o m / 2 0 1 2 / 0 3 / 2 3 /a g i l e - h i s t o r y/

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
h t t p : //w w w.v e r s i o n o n e . c o m /p d f/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

12. Agile Adoption
84%
2013 State of Agile
Development Survey
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.

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

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

17. Discovering better ways
of creating value
for our customers

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

20. Sales
Creative
Copy
Design
Digital
Print

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

24. Sales
Creative
Copy
Agile
Marketing
Te a m
Design
Digital
Print

25. Agile
C ge tt e
DPaapgvn
i o ns
MC Sersliieiyn g
arr k i tt a l
i
Te a m

26. Cross-Functional
Te a m
Te a m
Te a m
Te a m
Creative
Copy
Design
Digital
Print
Te a m
Te a m

27. Empower the team to
deliver as fast as possible

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

29. Copy
Design
Creative
Creative
Digital
Print

30. Copy
Design
Creative
Creative
Digital
Print

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

32. Te a m
Creative
Copy
Print
Design
Digital
Creative
Design
Copy
Design
Digital
Print
Sales
Creative
Creative
Design
Digital
Design
Digital

33. Amplify team learning
with t-shaped people

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
”

36. Promoted
Twe e t
Online
Video
Landing
Pages
Online
Ads
Email
A/B
We b s i t e
A/B

37. BUILD
LEARN
MEASURE

38. LEARN
MEASURE
BUILD
BUILD
BUILD
LEARN
MEASURE
BUILD
LEARN
LEARN
MEASURE
MEASURE
LEARN
MEASURE
BUILD
BUILD
BUILD
LEARN
LEARN
MEASURE
MEASURE
LEARN
MEASURE
BUILD
LEARN
BUILD
MEASURE
LEARN
MEASU
BUILD
BUILD
BUILD
LEARN
LEARN
MEASURE
MEASURE
BUILD
LEARN
MEASURE
BUILD
LEARN
MEASURE
BUILD
LEARN
BUILD
LEARN
MEASURE
MEASURE

39. LEARN
MEASURE
BUILD
BUILD
BUILD
LEARN
MEASURE
BUILD
LEARN
LEARN
MEASURE
MEASURE
LEARN
MEASURE
BUILD
BUILD
BUILD
LEARN
LEARN
MEASURE
MEASURE
LEARN
MEASURE
BUILD
LEARN
BUILD
MEASURE
LEARN
MEASU
BUILD
BUILD
BUILD
LEARN
LEARN
MEASURE
MEASURE
BUILD
LEARN
MEASURE
BUILD
LEARN
MEASURE
BUILD
LEARN
BUILD
LEARN
MEASURE
MEASURE

40. BUILD
BUILD
LEARN
MEASURE
LEARN
MEASURE
BUILD
LEARN
MEASURE
BUILD
LEARN
MEASURE
BUILD
BUILD
LEARN
MEASURE
LEARN
MEASURE

41. Optimisation

42. Optimisation

43. Optimisation

44. !
!
!
!
!
!
!
!
!
!
Optimisation
New Ideas

45. “
If you're not having your heart
broken by your growth efforts
you're doing it wrong
S H A U N C LOW E S
”

46. Learn from failure and
start the next test

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
”

49. h t t p : // b l o g . j o i n s e s s i o n s . c o m / 2 0 1 3 / 0 8 / 1 9 /a - g r e a t - w a t c h - f o r - a t h l e t e s /

51. DemandGen
W e b s i t e Te a m
P r o d u c t Te a m
Renewals

52. A g i l e M a r k e t i n g Te a m

53. A g i l e M a r k e t i n g Te a m

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

57. Focus on the overall
customer experience

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

59. “
”
Nothing endures but change.
H E R AC L I T U S o f E P H E S U S

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
h t t p : / / w w w.w i r e d . c o m / u n d e r w i r e / 2 0 1 3 / 0 2 / o r e o - t w i t t e r - s u p e r - b o w l /

64. Be Agile

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

66. Continuous Improvement

67. Agile Marketing is delivering
!
Better Outcomes.
!
F a s t e r.
@njm
@IMSummit

68. Thank you!
NICHOLAS MULDOON
•
!
AG I L E C OAC H
•
TWITTER
•
@NJM