What the f**k is agile marketing


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  • Love the concept and the presentation. I haven't read you present this and just found this though a link from somewhere. Somehow I feel my own freelance clients in the past were more agile, while in an agency environment with multiple cooks in the kitchen, as much as we want to be agile sometimes in theory, just to mange it well in large groups, we fall back to template processes where sometimes it is not even properly evaluated if the process fits the situation for the client. But by having it, we can sometimes scale the system and knock out more projects with more people and a repeatable process.

    Which makes me miss my own freelance client and the 'agileness' of it. Although I believe agile marketing can be evolved in larger agencies but your team should all have competent skills to be agile where everyone can easily follow and adapt to each other at a fast past just to be all on the same page.
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What the f**k is agile marketing

  1. 1. What the f**k is agilemarketing
  2. 2. 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
  3. 3. Applying ideas ofAgile development to marketing
  4. 4. What is Agile Development? “Software development methodologies based on iterative and incremental development, where requirements and solutions evolvethrough collaboration between self-organizing, cross-functional teams” - Wikipedia *** Also, see The Agile Manifesto[1]
  5. 5. Agile vs. Waterfall Image: Wikipedia
  6. 6. Why you should care aboutagile marketing?
  7. 7. Reason #1Marketers don’t really know much
  8. 8. Just 32% of marketers know howcustomers behave across channels
  9. 9. Reason #2Speed and flexibility arecompetitive advantages
  10. 10. Reason #3Communications overheadslows things down
  11. 11. The communicationsoverhead for a projectincreases as the size of the team grows - The Mythical Man Month, 1975
  12. 12. Reason #4Truly empowering individualsmeans things get done Reason #5 The best work comes from self-organizing teams
  13. 13. “Decisions made bygroups are often better than could have been made by any singlemember of the group” - James Surowiecki Wisdom of Crowds, 2004
  14. 14. Reason #6Fast moving media and marketsmeans frequent adjustments
  15. 15. Every day:700 million pieces ofcontent shared onFacebook
  16. 16. 30 million tweets
  17. 17. And 900,000 blog posts…
  18. 18. Reason #7Results matter more than processes
  19. 19. How Agile Marketing works…
  20. 20. PRODUCT OWNER speaks for the market
  21. 21. USE CASESdescribe howcustomers use your product
  22. 22. Plan in short windows or SPRINTS Image: Wikipedia
  23. 23. BACKLOG captures everything in that SPRINT
  24. 24. Meet or SCRUMfrequently to discuss issues
  25. 25. SCRUM MASTER leads the way
  26. 26. What have you done for me lately?What have you completed?What are you doing next?What barriers are you facing?
  27. 27. SCRUMS are open/transparent
  28. 28. BURNDOWN CHARTSmeasure progress during a SPRINT Image: Wikipedia
  29. 29. Case studies
  30. 30. Agile time to results = waterfall time to live• Using for interactive projects• Higher risk, greater uncertainty• Low cost, high velocity testing• Need right people and project
  31. 31. No more “everyone is a marketing expert” syndrome• Run in 30 day sprints• Post progress in a Wiki• End of sprint “Science Fair”
  32. 32. First Tennessee Bank• Using agile to compress cycle times• Talent management tool• Have to deal with compliance
  33. 33. Connect with me…Frank Days@tangysliceLinkedin.com/tangysliceagilemarketingblog.comCo-host of Marketing Agility Podcast
  34. 34. Agile marketing podcast • Find us – iTunes – Agilemarketingblog.com • Listen • Tweet • Question • Insult • Spread the word