Many see Marketing in maximum as a money spending necessity on the way to create a product for clients or consumers. Therefore Marketing and Development teams usually are disconnected and even cannot stand each other. Marketing does not know what to promote and the development team does not understand the client. But together they could create so much awesomeness. With bi-directional cooperation between the development and the Marketing team during the development process, products can become much better and ensure customer delightment. Together we will explore in this session, how the agile philosophy can change old mindsets and bring the the development and the Marketing teams closer. We will find out, what challenges businesses have nowadays and what values Marketing should bring to businesses. This will help us to understand how Agile can be applied in other fields than development and how this helps to increase customer delightment through greater products.

1. HOW (AGILE)
MARKETING HELPS
TO DELIVER
BETTER PRODUCTS
CHRIS KRUPPA - AGILE TOUR OSAKA – OCTOBER 5, 2013

2. ABOUT YOU -
KNOWLEDGE?
1 5 10

3. 5 MINS
TODAY'S
CHALLENGES
IN BUSINESS?

4. ABOUT
ME
Media & Software
Lean & Agile
Marketing & Branding
Me in Vietnam

5. ABOUT
AGILE
VIETNAM
Outsourcing vs. Product Development
Agile Community
Events and Vision

6. AGILETOUR
VIETNAM 2013
8./9. November 2013 in Ho Chi Minh City
10. November 2013
Mitch Lacey, Charlie Rudd, Kiro Harada,
Vasco Duarte, Dieter Kaufhold, Yi Xu,
Alexandre Cuva, etc.
Agile Management, Scrum, NoEstimation,
DDD, Culture Clash, Kanban, Lean Startup,
etc.

7. AGILE
PHILOSOPHY
Individuals and interactions over processes and
tools
Working softwareover comprehensive
documentation
Customer collaboration over contract negotiation
Responding to change over following a plan

8. AGILE
DEVELOPMENT

9. RADICAL
MANAGEMENT
(1) a shift in the firm's goal from
producing outputs to delighting the
customer;
(2) a shift in the role of the manager from
a controller to an enabler of self-
organizing teams;
(3) a shift in the way work is coordinated
from bureaucracy to dynamic linking;
(4) a shift from value to values; and
(5) a shift from top-down commands to
conversation

10. MANAGEMENT
3.0
“Management is too important to be
left to Managers”
Management 3.0 Author Jurgen Appelo

11. LEAN
STARTUP
“...startups can shorten their product
development cycles by adopting a
combination of business-hypothesis-
driven experimentation, iterative
product releases, and what Eric Riess
calls 'validated learning'“
http://en.wikipedia.org/wiki/Lean_Startup

12. WHAT IS
MARKETING?
5 MINS

13. “Marketing is the process of
communicating the value of a product or
service to customers, for the purpose of
selling the product or service. It is a
critical business function for attracting
customers.”
http://en.wikipedia.org/wiki/Marketing
WHAT IS
MARKETING?

14. WHAT IS
MARKETING?
4 C's
Customer
Cost Convenience
Communication

15. MARKETING
AS COMPANY
CULTURE
Identification - e.g. Elf Yourself
Enthusiasm - e.g. LipDub Videos
Transparency - e.g. The Rodon Group
Communication - e.g. Radiohead

16. AGILE
MARKETING
Responding to change over following a plan
Rapid iterations over Big-Bang campaigns
Testing and data over opinions and conventions
Numerous small experiments over a few
large bets
Individuals and interactions over target
markets
Collaboration over silos and hierarchy

17. AGILE
MARKETING
Product Owner
Team
Team
Team
Product Owner
Scrum Master

18. ...AND NOW?
Challenges today?
What is Marketing?
Agile Philosophy & Development
The Agile Shift
Agile Marketing

19. OPERATIONS &
MARKETING
Organisational Communication
The Agile Organisation
Cross-functional teams
Collaboration over negotiation

20. THANK YOU
Christoph Kruppa
www.agilevietnam.org
chris@agilevietnam.org
chris@evecoo.vn
facebook.com/chris.kruppa