The Journey From Chaos To True Agility: How B2B Brands Are Applying Agile Marketing
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The theory of Agile marketing sounds great. Who doesn’t want more work, of a higher quality, in less time? But what’s going on behind the theory? This fast-paced session from one of the world’s leading Agile marketing experts will explore the realities of Agile in the world of marketing. We’ll explode common myths, investigate real world case studies, and finally explore small steps you can take to improve your own agility right away.
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The Journey From Chaos To True Agility: How B2B Brands Are Applying Agile Marketing
- 1. #B2BMX The Journey How B2B Brands are Applying Agile Marketing from Chaos to True Agility
- 2. #B2BMXGo Big or Go Home.
- 3. #B2BMX
- 4. #B2BMX Selective Abstraction: Ignoring everything about a journey except its final destination.
- 9. #B2BMX
- 10. #B2BMX NOT AGILE
- 11. #B2BMX Agile vs. agile Specific methodology Mindset shift Teams & leaders are different Values and principles Nimble Responsive Adaptive Fast
- 12. #B2BMX Particular Methodology Scrum Kanban Scrumban
- 13. Source: AgileSherpas 2018 State of Agile Marketing Report Agile Marketing Approaches
- 15. #B2BMX Don’t go big. Get big.
- 16. #B2BMX Get a big change without making a big change.
- 17. #B2BMX Cameron von Orman SVP Product & Solutions Marketing CA Technologies
- 18. “big differences between small, co- located app development teams...and a large, spread out marketing staff conditioned to long duration initiatives.”
- 19. Step 1: Start Small The Get Big Curve
- 20. Step 1: Start Small Small but strategic The Get Big Curve
- 21. #B2BMX When you go big you can also fail big.
- 22. #B2BMX Low risk increments allow expansion to be safe at first and fast later on.
- 23. #B2BMX Step 1
- 24. #B2BMX Step 1 Step 2
- 26. #B2BMX Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes Agile experienced marketers
- 27. #B2BMX Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes On-Prem products Agile experienced marketers SaaS
- 28. #B2BMX Co-located teams Ch-ch-ch-changes Portfolio of products covering full life cycle Widely distributed teams Agile neophytes On-Prem products Agile experienced marketers SaaS Single product
- 29. Step 1: Start Small Step 2: Test SmartSmall but strategic The Get Big Curve Epiphany Point
- 30. Step 1: Start Small Step 2: Test Smart Metrics & measurement around small start Small but strategic The Get Big Curve Epiphany Point
- 31. #B2BMX 1 2
- 32. #B2BMX Engagement 6pts 11pts Proud to work for CA 31pts Recommend CA 11pts Involved in decisions affecting work 20pts Valued as an employee
- 33. #B2BMX 20% improvement in pipeline (w/flat budgets) Campaign delivery from 2 months to 2 weeks 3x win rate for marketing sourced opportunities
- 34. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Bigger space between steps, but bigger impact w/each change Metrics & measurement around small start Small but strategic Epiphany Point The Get Big Curve
- 36. #B2BMX Start small. Test smart. Grow fast.
- 38. Build Your Own Get Big Curve Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Epiphany Point
- 39. Build Your Own Get Big Curve Step 1: Start Small
- 40. #B2BMX W eak Large Critical Unim portant Strong Small Duration Short Long Project Size Business Sponsorship Im portance Pick this project Adapted from The Scrumban [R]evolution
- 41. Marketing Product IT Team 1 Team 2 Team 3
- 42. Marketing Product IT Team 1 Team 2 Team 3
- 43. Build Your Own Get Big Curve Step 1: Start Small Step 2: Test Smart Epiphany Point
- 46. Build Your Own Get Big Curve Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Epiphany Point
- 47. Marketing Product IT Team 1 Team 2 Team 3
- 48. Marketing Product IT Team 1 Team 2 Team 3
- 49. Marketing Product IT Team 1 Team 2 Team 3
- 50. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Epiphany Point Every project. Every campaign. Every team.
- 51. #B2BMX
- 52. #B2BMX
- 53. #B2BMX
- 54. #B2BMX
- 56. #B2BMX “Humanity’s greatest shortcoming is the inability to understand the exponential function.” -Albert Allen Bartlett
- 57. #B2BMX You don’t need to make a big change to get a big change.
- 58. #B2BMX Find your first grain.
- 59. Additional Resources ● Death of a Marketer (my book) ● Agile marketing case studies ● Online training course - Introduction to Agile Marketing ● Cameron’s articles on CA’s transformation Let’s talk: andrea@agilesherpas.com
- 60. #B2BMX
- 61. #B2BMX Lunch Time! At The Princess Plaza