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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
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
PLAN
BUILD
D E P LOY
REVIEW

6 - 12 months

Wa t e r f a l l
is
Predictive
CH

AN

GE

PLAN
BUILD
D E P LOY
REVIEW

6 - 12 months

Wa t e r f a l l
is
Predictive
PLAN

REVIEW

D E P L OY
BUILD

1 - 2 weeks
Agile
is
Adaptive
CH

PLAN

REVIEW

D E P L OY
BUILD

1 - 2 weeks
Agile
is
Adaptive

AN

GE
BUILD

LEARN

MEASURE

1 - 2 weeks
Agile
is
Adaptive
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/
!

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
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
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.
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
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
Discovering better ways
of creating value
for our customers
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
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
Sales

Creative

Copy

Design

Digital

Print
“

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

”
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
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
Sales

Creative

Copy

Agile

Marketing

Te a m
Design

Digital

Print
Agile

C ge tt e
DPaapgvn
i o ns
MC Sersliieiyn g 

arr k i tt a l
i
Te a m
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
Empower the team to
deliver as fast as possible
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
Copy

Design

Creative

Creative

Digital

Print
Copy

Design

Creative

Creative

Digital

Print
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
Te a m
Creative

Copy

Print

Design

Digital

Creative

Design
Copy

Design

Digital

Print

Sales
Creative
Creative

Design

Digital

Design

Digital
Amplify team learning
with t-shaped people
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
“

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

”
Promoted
Twe e t

Online

Video

Landing

Pages

Online
Ads

Email
A/B

We b s i t e
A/B
BUILD

LEARN

MEASURE
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
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
BUILD
BUILD

LEARN

MEASURE
LEARN

MEASURE

BUILD

LEARN

MEASURE

BUILD

LEARN

MEASURE

BUILD

BUILD
LEARN

MEASURE

LEARN

MEASURE
Optimisation
Optimisation
Optimisation
!
!
!
!
!
!
!
!
!
!

Optimisation

New Ideas
“

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

”
Learn from failure and
start the next test
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
“

More and more major businesses
and industries are being
run on software
and delivered as
online services
MARC ANDREESSEN

”
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 /
DemandGen

W e b s i t e Te a m

P r o d u c t Te a m

Renewals
A g i l e M a r k e t i n g Te a m
A g i l e M a r k e t i n g Te a m
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
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
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
Focus on the overall
customer experience
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
“

”

Nothing endures but change.

H E R AC L I T U S o f E P H E S U S
“

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 /
Be Agile
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
Continuous Improvement
Agile Marketing is delivering
!

Better Outcomes.
!

F a s t e r.
@njm

@IMSummit
Thank you!

NICHOLAS MULDOON

•

!

AG I L E C OAC H

•

TWITTER

•

@NJM

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