Are you using agile in your financial services marketing? Agile is being heavily adopted by marketers in financial services. Learn how agile marketing can deliver on the promise of speed to market in a way that powers smart decision making and enables marketing teams to anticipate and response to changing customer needs.

1. © 2016 CMG Consulting
Is Agile Marketing the Holy Grail?
Barre Hardy, Associate Partner, CMG
October 5, 2016

2. © 2016 CMG Consulting© 2016 CMG Consulting
Poll question: Which of the following do you believe is the
greatest opportunity for your marketing organization?
a) Efficiency: improve time to market
b) Customer Focus: decision making based on customer needs
c) Flexibility: ability to learn & adapt to new situations
d) Integration: organizational integration and collaboration
e) Alignment: shared goals across internal stakeholders
2

3. © 2016 CMG Consulting© 2016 CMG Consulting
Performance relies on delivering customer value
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.
3

4. © 2016 CMG Consulting© 2016 CMG Consulting
Financial
Services
marketing is
getting
squeezed
Internal &
external
challenges make
change necessary
INTERNAL
ISSUES
EXTERNAL PRESSURES
EXTERNAL
• Customer Demands
• Regulations
• New Competition
INTERNAL
• Lengthy go-to-market process
• Marketing siloes
• Increasing work volume
• Ever-changing environment
4

5. © 2016 CMG Consulting© 2016 CMG Consulting
Doing what we do today faster, won’t cut it. An always-on
marketing runs counter to the traditional ways of
operating.”
- International Retail Bank
What worked for us five, three or even one year ago isn’t the
best way to prepare for tomorrow. Our customers require
richer, more integrated, more reliable services than ever and
we need to simplify our processes to help more effectively
support our customers”
- Fortune 50 CEO
5

6. © 2016 CMG Consulting© 2016 CMG Consulting
Agile Marketing Organizations
embrace a mindset and methodology
that prioritizes the creation and
delivery of value to customers
above all else.
6

7. © 2016 CMG Consulting© 2016 CMG Consulting
How do agile marketing organizations work?
Customer
driven
strategy to
create value
Agile DeliveryCustomer
Insight
Rapid
Learning &
Performance
Insight
Collaborative &
Empowered Teams
Clear Objectives
7

8. © 2016 CMG Consulting© 2016 CMG Consulting
Being Agile Marketers – Our mindsets drive us to…
Create value
Be customer driven
Experiment & learn
Break things, and that’s ok
Be collaborative
Align the organization
Bring structure to chaos
Be empowered
Be transparent
Achieve goals
8

9. © 2016 CMG Consulting© 2016 CMG Consulting
Methodology: How companies achieve value creation
Prioritization
Scaling
proven
concepts
Agile
Experimentatio
n through quick
sprints
Real-time learning /Insights
Customer Insight
9

10. © 2016 CMG Consulting© 2016 CMG Consulting
Success is…
80% 20%
Impact Throughput
10

11. © 2016 CMG Consulting© 2016 CMG Consulting
How do you
use agile to
enable
growth?
Live the customer experience
Integrate cross functionally with a focus on outcomes
Improve alignment with compliance and legal
Empower teams with decision making and accountability
5 key takeaways:
Learn rapidly and continuously
11

12. © 2016 CMG Consulting© 2016 CMG Consulting
“How do we grow the business?”
Live the customer experience
Marketing usually operates from the business’ perspective
12

13. © 2016 CMG Consulting© 2016 CMG Consulting
“As a customer, I want … so that I can …”
Live the customer experience
But it is our customers who actually define value…
13

14. © 2016 CMG Consulting© 2016 CMG Consulting
The only sustainable competitive
advantage is your organization’s
ability to learn faster than the
competition.”- Peter Senge, “The Fifth Discipline”
14

15. © 2016 CMG Consulting© 2016 CMG Consulting
Learn rapidly
and
continuously
Through trial and
error, you can
better understand
the customer
experience
Where do they
need more
information?
Where is the
leakage for callers,
branch, web?
Is it easy
to access
the
informatio
n
customers
need?
How well do
you deliver on
their needs?
Where aren’t
you meeting
expectations?
15

16. © 2016 CMG Consulting© 2016 CMG Consulting
Integrate cross functionally with a focus on outcomes
Cross-functional Teams
Customer
Experience
Digital Analytics
Distribution Product
Marketing
Campaign
Delivery
Functional Teams
• Regain #1 position in the
market
• Engage customers better
• Grow net sales by X%
• Increase activation rate from X
to Y
16

17. © 2016 CMG Consulting© 2016 CMG Consulting
Improve alignment with compliance and legal
Simplification
Refine processes and
redefine approval
requirements
Inclusion
Pull compliance and
legal into the strategy
and development
process earlier
Prioritization
Drive for greater
alignment around
priorities
17

18. © 2016 CMG Consulting© 2016 CMG Consulting
Empower
teams with
decision
making and
accountability
It’s the culture
and the people,
not the process,
that makes agile
work.
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
18

19. © 2016 CMG Consulting© 2016 CMG Consulting
Agile marketing organizations delivers results
19
Customer
Focus
87%93% 93%
84%
90%
100
80
60
40
20
0
Efficiency Flexibility Integration Value
Creation
Agile marketers report gaining big benefits across the board

20. © 2016 CMG Consulting© 2016 CMG Consulting
Adopting agile is not a Herculean endeavor nor a single dash
How to provide
consumers with
the experience
they’ve come to
expect?
Customer
Experience
Integrate
Teams
How to reorganize
marketing teams to
deliver on these
opportunities?
Empower
How to effectively
reconcile
marketing with
performance and
accountability?
Learning
Organization
How to ensure
that you learn
faster than
others?
To get started, consider the following
20

21. © 2016 CMG Consulting© 2016 CMG Consulting
Questions?
21