15 Ways Agile for Marketing is Different from Agile for the Rest of Us
1. 15 ways Agile for marketing is different
from Agile for the rest of us
Frank Days
Marketing VP, Tesora
AgileMarketingBlog.com
Agile Maine Meetup – May 2015
2. Why I care about Agile?
As a tech CMO
• Need to be responsive, transparent and adaptive
• Never liked marketing plans
• Short shelf life
3. As an senior executive…
Results matter more than
documentation so I need a lightweight approach
4. Interviews with leading practitioners
Since April 2011
Interviewed pioneers
Too early
Lots of chasing
Many renegades
5. Agile marketing is a high-communication, low
documentation, rapid iteration process designed to
provide more frequent, more relevant and highly
measurable marketing programs
- IDC, Agile Principles and Practices, 2010
7. Agile marketing milestones
2010
IDC creates first real report on Agile Marketing
Marketing Agility Podcast
2011
Sprint Zero Meetup in San Francisco
Agile marketing manifesto
2012
Pundits come out of woodwork
2013
Agile Marketing meetups gain traction
2014
Interest from mainstream marketing media
Growth hacking joins marketing conversation
12. 1. CMO: Often from a creative background
Responsible for entire marketing mix
Often more creative than quantitative
Sits at table with C-levels
Ave tenure: < 4 years
Up from < 2 year in 2009
16. 5. Marketers are social creatures
• 84% of B2B marketers use social media in some form
(Aberdeen)
• The majority of marketers (59%) are using social media
for 6 hours or more each week (Social Media Examiner)
• 83% of marketers indicate that social media is important
for their business (Social Media Examiner)
Source: Hubspot.com
17. 6. Marketers are more interested
in the what than the how
Process/productivity
not a top three issue
25. 14.The agency biz model is waterfall
Many essential functions
Advertising
Design
Media buying
Public relations
Social media
Customer relationship management
Database and analytics
27. Other observations
Product owner and scum master the same
Some using user stories
More frequently small tech companies
More common in digital/demand gen team
Some waterfall remains
Some interesting innovations
39. Agile marketers rockstars
Scott Brinker, CEO, Ion Interactive
John Cass, Cohost Marketing Agility Podcast
Jonathan Colman, Principal Experience Architect at REI
Frank Days, Tech CMO and agilemarketingblog.com
Jim Ewel, CEO, In Demand Interpreting
Jascha Kaykas-Wolf, CMO Mindjet
David Quinn, Director of Communications, EMC
Neil Perkin, Only Dead Fish
Mike Volpe, CMO Hubspot
40. Let’s connect
Frank Days
VP Marketing, Tesora
fmdays@tangyslice.com
@tangyslice
Tangyslice.com
Agilemarketingblog.com
Agile Marketing Group on Facebook
Marketing Agility Podcast on iTunes