My presentation to the Agile Maine Group on May 14, 2015.

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

6. Marketing adoption of Agile

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

22. 11. Hero worship

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

26. 15. Less dogmatic

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

30. Scrums frequency vari

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

33. Increasing
uncertainty

34. Marketing program is a product

35. Held more accountable than ever

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