Five Tips to Build a High Performance Agile Marketing Team

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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.

Published in: Technology, Business

Five Tips to Build a High Performance Agile Marketing Team

  1. 1. 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
  2. 2. 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
  3. 3. PLAN BUILD D E P LOY REVIEW 6 - 12 months Wa t e r f a l l is Predictive
  4. 4. CH AN GE PLAN BUILD D E P LOY REVIEW 6 - 12 months Wa t e r f a l l is Predictive
  5. 5. PLAN REVIEW D E P L OY BUILD 1 - 2 weeks Agile is Adaptive
  6. 6. CH PLAN REVIEW D E P L OY BUILD 1 - 2 weeks Agile is Adaptive AN GE
  7. 7. BUILD LEARN MEASURE 1 - 2 weeks Agile is Adaptive
  8. 8. 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/
  9. 9. ! 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
  10. 10. 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
  11. 11. 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.
  12. 12. 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
  13. 13. 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
  14. 14. Discovering better ways of creating value for our customers
  15. 15. 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
  16. 16. 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
  17. 17. Sales Creative Copy Design Digital Print
  18. 18. “ 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 ”
  19. 19. 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
  20. 20. 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
  21. 21. Sales Creative Copy Agile
 Marketing
 Te a m Design Digital Print
  22. 22. Agile
 C ge tt e DPaapgvn i o ns MC Sersliieiyn g 
 arr k i tt a l i Te a m
  23. 23. 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
  24. 24. Empower the team to deliver as fast as possible
  25. 25. 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
  26. 26. Copy Design Creative Creative Digital Print
  27. 27. Copy Design Creative Creative Digital Print
  28. 28. 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
  29. 29. Te a m Creative Copy Print Design Digital Creative Design Copy Design Digital Print Sales Creative Creative Design Digital Design Digital
  30. 30. Amplify team learning with t-shaped people
  31. 31. 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
  32. 32. “ 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 ”
  33. 33. Promoted Twe e t Online
 Video Landing
 Pages Online Ads Email A/B We b s i t e A/B
  34. 34. BUILD LEARN MEASURE
  35. 35. 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
  36. 36. 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
  37. 37. BUILD BUILD LEARN MEASURE LEARN MEASURE BUILD LEARN MEASURE BUILD LEARN MEASURE BUILD BUILD LEARN MEASURE LEARN MEASURE
  38. 38. Optimisation
  39. 39. Optimisation
  40. 40. Optimisation
  41. 41. ! ! ! ! ! ! ! ! ! ! Optimisation New Ideas
  42. 42. “ 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 ”
  43. 43. Learn from failure and start the next test
  44. 44. 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
  45. 45. “ More and more major businesses and industries are being run on software and delivered as online services MARC ANDREESSEN ”
  46. 46. 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 /
  47. 47. DemandGen W e b s i t e Te a m P r o d u c t Te a m Renewals
  48. 48. A g i l e M a r k e t i n g Te a m
  49. 49. A g i l e M a r k e t i n g Te a m
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. Focus on the overall customer experience
  54. 54. 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
  55. 55. “ ” Nothing endures but change. H E R AC L I T U S o f E P H E S U S
  56. 56. “ 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 /
  57. 57. Be Agile
  58. 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 wh o le pro du c t expl oit op po rt u ni ti es
  59. 59. Continuous Improvement
  60. 60. Agile Marketing is delivering ! Better Outcomes. ! F a s t e r. @njm @IMSummit
  61. 61. Thank you! NICHOLAS MULDOON • ! AG I L E C OAC H • TWITTER • @NJM

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