The Agile Marketing Executive

@rsmartly
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

@rsmartly
We are positioned to be the stewards of customer experience
When surveyed marketers reported that by 2016, 89% of companies expect to
compete mostly on the basis of customer experience, versus 36% four years ago.
- Gartner

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But, there are challenges …
#1 Technology #2 Collaboration #3 Disruption

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#1 Technology

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#1 Technology
0
1000
2000
3000
4000
2011 2012 2013 2014 2015 2016
Consolidation* Technologies**
*Consolidation data is estimated based on disparate analyst reports including those by eMarketer
**Technologies data is largely based on Scott Brinker’s Marketing Technology Landscape Supergraphic

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#2 Collaboration
0
25
50
75
100
2004 2006 2008 2010 2012 2014 2016
"Agile Software Development" 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.

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#3 Disruption
0
12.5
25
37.5
50
1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010
Fortune 500 Annual Turnover*
*What Does Fortune 500 Turnover Mean? Dane Stangler and Sam Arbesman Ewing Marion Kauffman Foundation, June 2012

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What’s needed to overcome these challenges?

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A NEW APPROACH TO MARKETING …

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A NEW APPROACH TO MARKETING …
… but not a new approach

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An approach, or philosophy, that promotes
iteration and validated learning in response to
complex contexts in which traditional methods
such as Waterfall commonly fail.
A method is a set of practices that are consistent
with the approach. The most popular Agile
methods are Scrum and Kanban.
Practices are specific activities comprising a
method. Some practices are common to all
methods others are unique to each method.
Big “A” Agile is more than just being “agile”

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Cynefin decision framework

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Simple
Sense-Categorize-Respond
Best Practice

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Simple
Best Practice
Complicated
Sense-Analyze-Respond
Good Practices

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Simple
Best Practice
Complicated
Good Practices
Complex
Probe-Sense-Respond
Emergent

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Simple
Best Practice
Complicated
Good Practices
Chaotic
Act-Sense-Respond
Novel
Complex
Probe-Sense-Respond
Emergent

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Simple
Best Practice
Complicated
Good Practices
Chaotic
Act-Sense-Respond
Novel
Complex
Probe-Sense-Respond
Emergent
disorder

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Simple
Best Practice
Complicated
Good Practices
Chaotic
Act-Sense-Respond
Novel
Complex
Probe-Sense-Respond
Emergent
disorder
morepredictable
lesspredictable

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“Because the purpose of business is to
create a customer the business enterprise
has two–and only two–basic functions:
marketing and innovation. Marketing and
innovation produce results; all the rest are
costs. Marketing is the distinguishing unique
function of the business.”
- Peter Drucker
A note about collaboration

@rsmartly
Great customer experience requires collaboration and alignment
Chief Product
Officer
Chief Marketing
Officer

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Cynefin framework: the cliff of complacence
Simple
Best Practice
Complicated
Good Practices
Chaotic
Act-Sense-Respond
Novel
Complex
Probe-Sense-Respond
Emergent
disorder

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Agile adoption
0
25
50
75
100
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 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: establishing Agile
practices and authoring research
Training: expansion of firms
offering Agile training and
certification
Tooling: 20+ solutions to support
Agile team in the last three years
Conferences: new conferences
and more tracks at conferences
Content: 10+ books in just the last
24 months

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How Is It 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

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Mindset change: failure

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Mindset change: empowerment
RoundaboutTraffic Light
• real time decisions
• distributed decisions
• more efficient /
self-regulated
• advance decisions
• centralized decisions
• more predictable
The roundabout is
harder for the
driver and requires
more collaboration
… but it offers
better throughput

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Mindset change: investment / finance
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Budget A Budget B
Waterfall Agile
Budget A Budget B
• iterative budgeting
• directs $ to greatest ROI
• annual budgeting
• setting the top sets a bottom

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“Culture eats strategy for breakfast”
- Peter Drucker
When the CMO and the CPO align with Agile
Culture becomes your competitive advantage
(features are easy to replicate, culture is hard)

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@rsmartly
Thank You
The Agile Marketer:
Tuning Customer Experience
Into Your Competitive Advantage

The Agile Marketing Executive

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