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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
Why I care about Agile?
As a tech CMO
• Need to be responsive, transparent and adaptive
• Never liked marketing plans
• Short shelf life
As an senior executive…
Results matter more than
documentation so I need a lightweight approach
Interviews with leading practitioners
 Since April 2011
 Interviewed pioneers
 Too early
 Lots of chasing
 Many renegades
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
Marketing adoption of Agile
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
We have our own frameworks
We have our own frameworks
Rebranding Agile
Credit: Scott Brinker
Chief Marketing Technologist

15 ways that agile is different for marketers
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
“Product” often
has many
independent parts
Fewer “Mythical Man” Challenges
2. Not always a single goal
3. Many predictable processes/outputs
 Events
 Media buying
 User conferences
4. Creativity is rewarded…Process is not
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
6. Marketers are more interested
in the what than the how
Process/productivity
not a top three issue
7. Getting more like a poker game…
8. Have to deal with sales more
9. Marketers love their plans
10. And love our “best practices”
Event if they are sometimes opinion-based or contradictory
11. Hero worship
12. Burndowns are infrequent
Image: Wikipedia
13. Branding and product
marketing less dynamic
14.The agency biz model is waterfall
 Many essential functions
 Advertising
 Design
 Media buying
 Public relations
 Social media
 Customer relationship management
 Database and analytics
15. Less dogmatic
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

How is it similar ?
All are using sprints
Image: Wikipedia
Scrums frequency vari
Demos & Videos
Downloads
Greater integration in mix
Site Traffic
‘Actions’ on Site
Leads
Search Engines
SEO & PPC
Marketing
Automation
SalesForce Sales
Prospect
Email
More data means more real-time decisions
Increasing
uncertainty
Marketing program is a product
Held more accountable than ever

Agile marketing or marketing with Agile?
How Agile helps marketers
 Adaptive for increasing uncertain channels
 Transparent process
 Make team more effective by focusing
Agile marketing meetups
 San Francisco
 Boston
 Seattle
 China
 Many more
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
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

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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
  • 8. We have our own frameworks
  • 9. We have our own frameworks
  • 10. Rebranding Agile Credit: Scott Brinker Chief Marketing Technologist
  • 11.  15 ways that agile is different for marketers
  • 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
  • 13. “Product” often has many independent parts Fewer “Mythical Man” Challenges 2. Not always a single goal
  • 14. 3. Many predictable processes/outputs  Events  Media buying  User conferences
  • 15. 4. Creativity is rewarded…Process is not
  • 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
  • 18. 7. Getting more like a poker game…
  • 19. 8. Have to deal with sales more
  • 20. 9. Marketers love their plans
  • 21. 10. And love our “best practices” Event if they are sometimes opinion-based or contradictory
  • 23. 12. Burndowns are infrequent Image: Wikipedia
  • 24. 13. Branding and product marketing less dynamic
  • 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
  • 28.  How is it similar ?
  • 29. All are using sprints Image: Wikipedia
  • 31. Demos & Videos Downloads Greater integration in mix Site Traffic ‘Actions’ on Site Leads Search Engines SEO & PPC Marketing Automation SalesForce Sales Prospect Email
  • 32. More data means more real-time decisions
  • 34. Marketing program is a product
  • 36.  Agile marketing or marketing with Agile?
  • 37. How Agile helps marketers  Adaptive for increasing uncertain channels  Transparent process  Make team more effective by focusing
  • 38. Agile marketing meetups  San Francisco  Boston  Seattle  China  Many more
  • 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