From Barre Hardy presentation at the Digital Marketing for Financial Services Summit. "Adopt Agile Marketing to Keep Pace with the Speed of Digital" 1. The times, they are a-changin’ Digital disruption requires exponential speed in action and reaction 2. The new reality is digital More digital, mobile, personal services are table stakes 3. The disconnect: 60% of consumers report they do not have a personal connection to their bank. 47% of banking executives rate their institution’s ability to deliver a personalized experience as “excellent”. 4. Financial Services marketing is getting squeezed Internal & external challenges make change necessary INTERNAL • Lengthy go-to-market process • Marketing siloes • Increasing work volume • Ever-changing environment EXTERNAL • Customer Demands • Regulations • New Competition 5. Agile marketing is a smart choice Transform your marketing to respond to change 6. Let’s do the math… TimeTrade 7 Data + Customer + Experience + Digital Experience = Agile 7. Agile Marketing: a data-driven, iterative approach • Achieve better performance • Execute more effectively • Champion the customer 8. Agile elevates Performance 1. Empowered Teams 3. Focus on Quality 2. Focus on Customers 4. Rapid Learning Cycles

1. Adopt Agile Marketing
to Keep Pace with the
Speed of Digital
Barre Hardy, Associate Partner
@cmgpartners

2. The times, they are a-changin’
Digital disruption requires exponential speed in action and reaction
2© 2015 CMG Consulting - CONFIDENTIAL
50% of web
users have
purchased
online
Launch
The
Rise of
FinTech
Facebook
hits 1 Billion
active users
54 million U.S.
households
accessing
online banking
Direct
banking
DIGITALFINANCIAL
2002 2005$ 2007 2009 2012 20162004
Card
spending
overtakes
cash
Facebook
founded
Launch

3. The new reality is digital
More digital, mobile, personal services are table stakes
3© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 CapGemini & EFMA

4. No one says it’s gonna be easy
4© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 TimeTrade
60% of
consumers report
they do not have a
personal
connection to
their bank.
47% of
banking executives
rate their
institution’s ability
to deliver a
personalized
experience as
“excellent”.
We deliver
excellent
personalized
service.
My bank
doesn’t know
me very well.

5. Financial Services marketing is getting squeezed
Internal & external challenges make change necessary
5© 2015 CMG Consulting - CONFIDENTIAL
INTERNAL
ISSUES
EXTERNAL PRESSURES
EXTERNAL
• Customer Demands
• Regulations
• New Competition
INTERNAL
• Lengthy go-to-market process
• Marketing siloes
• Increasing work volume
• Ever-changing environment

6. Agile marketing is a smart choice
Transform your marketing to respond to change
6© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 ValTech

7. Let’s do the math…
7© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 TimeTrade
Data
Customer
Experience
Digital
Experience
Agile=
+
+

8. The only sustainable
competitive advantage is your
organization’s ability to learn
faster than the competition.
8© 2015 CMG Consulting - CONFIDENTIAL Source: ©1990Peter Senge,The Fifth Discipline

9. Agile Marketing: a data-driven, iterative approach
9© 2015 CMG Consulting - CONFIDENTIAL
• Achieve better performance
• Execute more effectively
• Champion the customer

10. Agile elevates Performance
10© 2015 CMG Consulting - CONFIDENTIAL
3. Focus on Quality1. Empowered Teams
4. Rapid Learning Cycles2. Focus on Customers

11. The playbook for a winning game plan
Agile marketing discipline will up your execution game
11© 2015 CMG Consulting - CONFIDENTIAL
1. 2.
3.
4.
5.

12. Champion the Customer
12© 2015 CMG Consulting - CONFIDENTIAL
It’s really tough as marketers to put your heart
and soul into a project that doesn’t resonate
with buyers. So why continue to do the same
thing and waste more time and waste your
buyer’s time? It always comes back to the
buyer. That’s the root of everything.
-Travis Arnold, President, Harbinger Labs
Source: (C) 2014CMG CMO’sAgenda

13. Why do it? Results.
Agile marketers report gaining big benefits across the board
13© 2015 CMG Consulting - CONFIDENTIAL Source: ©2014CMG.The CMO‘s Agenda

14. We have to be careful that we don’t let all this
great activity that we’re getting done because of
agile marketing lull us into thinking that we’re
accomplishing our goals just because we’re
moving so much from the backlog to ‘Done’.
14© 2015 CMG Consulting - CONFIDENTIAL Source: ©2014Matt Heinz, Agile Marketing Blog

15. Align around the business problem
15© 2015 CMG Consulting - CONFIDENTIAL
• Regain #1 position in the market
• Engage customers better
• Grow net sales by X%
• Increase activation rate from X to Y

16. Build your testing culture to drive insight
Through trial and error, you can better understand the customer experience
16© 2015 CMG Consulting - CONFIDENTIAL
Where is the
leakage for callers,
branch, web?
Where do they
need more
information?
How well do
you deliver on
their needs?
Is it easy to
access the
information
customers need?
Where aren’t
you meeting
expectations?

17. Link marketing activity to business outcomes
Prioritize activities that will move the needle on your big goals
© 2015 CMG Consulting - CONFIDENTIAL
27%
increase in viewership
Underperforming
by
60%

18. 18© 2015 CMG Consulting - CONFIDENTIAL
They've embraced a lot of additional responsibility. Because they own certain
things, they drive them differently than they would otherwise. It forces them to
look at the business purpose of what they’re doing. It’s made them smarter.
– Amanda Paull, Extensis, VP of Marketing
Foster collaboration and empowerment
It’s the culture and the people, not the process, that makes agile work.

19. Agile for Marketing is the future – come along!
Financial services are proving to be early adopters of the approach
19© 2015 CMG Consulting - CONFIDENTIAL

20. Questions?
20© 2015 CMG Consulting - CONFIDENTIAL

21. Thank You
CMGpartners.com/A4M
Meet us at Booth #2