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The State of Agile Marketing 2017

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This is the deck from Roland Smart's presentation at MarTech 2017 SF.

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The State of Agile Marketing 2017

  1. 1. @rsmartly The State of Agile Marketing Based on interviews With Marketers on The Marketing Agility Podcast and for The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage VP of Social & Community Marketing Oracle, Corporate Communications Co-Host: The Marketing Agility Podcast Blog @ rolandsmart.com @rsmartly
  2. 2. @rsmartly This Presentation Will Answer These Questions: • What are the most common uses of Agile within marketing? • Where are marketers running into challenges with Agile? • How is Agile being implemented most commonly? • Where are we on the adoption curve? NOT These Questions: • What is Agile Marketing? • What are the values and principles of Agile Marketing? • What’s driving marketers to adopt Agile for marketing?
  3. 3. @rsmartly About Our Experience The Marketing Agility Podcast Started: 2010 Episodes • 50+ Episodes • Big & Small Companies • B2B & B2C • Practitioners & Agencies Co-Hosted by Frank Days Companies • Autodesk • Symantec • Level3 • Marketo • Infer • CA Technologies • LeanKit • GoGo Wireless • Vistaprint • Spotify • EMC • Workfront Author The Agile Marketer Turning Customer Experience Into Your Competitive Advantage
  4. 4. @rsmartly Be Forewarned! The evidence cited in this deck is based on anecdotal evidence gathered from interviews or surveys with marketers …. you know, the people that consumers don’t trust :-) The same people that told Gartner “that by 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years previous”. Directionally correct but over exuberant …. so let’s keep that in mind.
  5. 5. @rsmartly What Are The Most Common Agile Use Cases? 0% 10% 20% 30% 40% Ops Content Product Advertising PR/Comm Design ABM Growth Cust. Exp.* Ops is effectively general project management* Frequency of Agile use across silos / functions
  6. 6. @rsmartly What Are The Most Common Agile Use Cases? 0% 10% 20% 30% 40% Ops Content Product Advertising PR/Comm Design ABM Growth Cust. Exp.* Ops is effectively general project management* Frequency of Agile use across silos / functions Remember that Gartner research?
  7. 7. @rsmartly Vendor Led Research on Use Cases: Wrike 0% 13% 25% 38% 50% Ops Product PR/CommSocial Media Content How Marketers Get Things Done - The State of Agile Marketing 2016, Wrike, 2016 0% 13% 25% 38% 50% High Medium Low Not al allDon't Know Where do you feel your team fits in the scale of embracing Agile marketing approaches? Looking at different roles, which have a high percentage of Agile adoption?
  8. 8. @rsmartly Which Agile Methods are Most Common? “At ReadyTalk we went through ten iterations of our method before stabilizing on what we call Scrumban” - Mike McKinnon - Avaya - sr. manager, marketing Avaya Kanban is increasingly becoming the foundational method
  9. 9. @rsmartly 0% 8% 15% 23% 30% Lean Kanban Scrumban Scrum A Mix Which of the Agile methodologies best describes what your team uses? Vendor Led Research on Methods: Wrike How Marketers Get Things Done - The State of Agile Marketing 2016, Wrike, 2016
  10. 10. @rsmartly 0% 8% 15% 23% 30% Lean Kanban Scrumban Scrum A Mix Which of the Agile methodologies best describes what your team uses? Vendor Led Research on Methods: Wrike How Marketers Get Things Done - The State of Agile Marketing 2016, Wrike, 2016 not sure how these differ? technically this is a mix!
  11. 11. @rsmartly Is Agile Replacing Traditional Methods? “Use Scrum or Kanban but only at 80% of the teams capacity” - Peter Billante - sr. product line manager, Autodesk Agile Waterfall Agile is NOT a holistic operating system, it must integrate with traditional methods
  12. 12. @rsmartly Is Agile Replacing Traditional Methods? How much time does my team spend in Agile mode vs Waterfall? 0% 10% 20% 30% 40% 100 A / 0 W 80 A / 20 W 60 A / 40 W 40 A / 60 W 20 A / 80 W
  13. 13. @rsmartly Transitioning to X-Functional Teams Is Rare “The Scrum of Scrum meetings help keep Agile teams in sync” - Frank Days - Tesora - vp of marketing VS
  14. 14. @rsmartly To What Degree Have Enterprises Embraced X-Functional Teams? None 60% Some X-Functional 35% Mostly X-Functional 5% The x-functional teams that exist were typically started that way
  15. 15. @rsmartly Agile Marketing is Primarily in the Silo Today most Agile implementations are driven by mid-level managers or by functional team leaders. Thus we often see Agile inside organizational silos. Agile Pioneers
  16. 16. @rsmartly Scaling Across Teams is Slightly Easier Than Getting Exec Buy-in
  17. 17. @rsmartly How Is Agile Marketing Playing Out for Enterprises? top downmeet in the middle 5%15% bottom up 80% As you might expect, smaller companies have better odds. > 50% success < 20% success > 70% success
  18. 18. @rsmartly How Is Agile Marketing Playing Out for Enterprises? top downmeet in the middle 5%15% bottom up 80% As you might expect, smaller companies have better odds. > 50% success < 20% success > 70% success
  19. 19. @rsmartly Leadership is Critical Executive Buy-in Is The Single Biggest Influence on The Success of Agile Transformation
  20. 20. @rsmartly Two Primary Drivers of Exec Buy-in “I think we’ll see leadership transform when the marketers who are driving Agile adoption are the leaders” - Charlie Treadwell - sr. director, digital Symantec Management Consulting (aka executive education) Sanctioned Pilots With Demonstrable Results
  21. 21. @rsmartly Good News: An Agile Marketing Ecosystem is Developing 0 25 50 75 100 2007 2009 2011 2013 2015 2017 "Agile Marketing" Relative Search Volume* *Google Trends: Interest over time. Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. Likewise a score of 0 means the term was less than 1% as popular as the peak. Consulting: 3 top management consulting firms have established Agile practices and are authoring solid research Training: the top training and certification vendors have expanded the service offerings for “business” teams Tooling: 20+ Agile project management solutions now support business users Conferences: 5+ major conference tracks are focused on Agile Marketing Content: 8+ books on Agile Marketing in just the last 24 months Agile
  22. 22. @rsmartly Are Agile and Lean Competing for Mindshare? The term “Agile Marketing” is gaining traction and has surpassed the term “Lean Marketing” though there is also a convergence taking place.
  23. 23. @rsmartly How Does Agile Compare To Other Trends? The term “Agile Marketing” is useful insofar as it provides a shared language to discuss what’s working and what’s not. But it’s still unclear if it will become a standard terminology.
  24. 24. @rsmartly Crossing the chasm @rsmartly We are hereEarly Adopters are driving innovation It’s just coming up on Pragmatists’ radar … … this is why management consulting is a key driver today
  25. 25. @rsmartly 0% 10% 20% 30% 40% Plans to Start Just Starting Now Within 6 Months 6-12 Months > 1 Year > 2 Years Don't Know Vendor Led Research on Length of Use: Wrike How Marketers Get Things Done - The State of Agile Marketing 2016, Wrike, 2016
  26. 26. @rsmartly Agile Adoption Cheat Sheet Increase your chances of a successful Agile transformation Executive Buy-in Enlist an executive to sponsor a pilot Set Expectations It will take between 3-6 months to stabilize and see results Get training Invest in Agile training and certification Management Consulting Advocate for management consulting to change executive mindset Don’t ReOrg (at first) New teams can be x-functional, otherwise keep functional teams. Start with Kanban Incrementally add practices from there. Retrospectives Iterate of you process/method as you iterate on your project/initiative Use Tooling Start with a solution that supports Kanban boards (Asana, Lean Kit, Trello, etc)
  27. 27. @rsmartly @rsmartly Thank You The Agile Marketer: Tuning Customer Experience Into Your Competitive Advantage
  28. 28. programmed by: In association with: &

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