Agile Marketing:
Creating a World Class
Marketing Team	
  

WELCOME
	
  

Jim Ewel	
  

	


jim@agilemarketing.net
@jimewe...
My	
  Background

!

• 
• 
• 
• 
• 

1989-­‐2001	
  -­‐	
  Microso6	
  in	
  Sales	
  &	
  Marke;ng	
  
2002-­‐2009	
  -­‐...
SprintZero	
  June,	
  2012	
  

4
	
  
The	
  Inspira;on

!

h"p://econsultancy.com/blog/11264-­‐how-­‐do-­‐you-­‐create-­‐a-­‐
marke=ng-­‐func=on-­‐fit-­‐for-­‐t...
So6ware	
  Capability	
  Maturity	
  Model

!

6
	
  
Marke;ng	
  Maturity	
  Model
	
  
A	
  Proposal!

7
	
  
Level	
  1	
  –	
  Heroic	
  Efforts

!

	
  

Ini=al	
  

Summary	
  

Heroic	
  Efforts	
  
Organiza;onal	
  strategy	
  
...
• 
• 
• 

• 

Vanity Metrics
!
Make you feel good!
Not clear what
caused change!
Different groups
attribute increase to
di...
Level	
  2	
  –	
  Agile	
  as	
  Project	
  Mgmt

!

	
  

Managed	
  

Summary	
  

Agile	
  as	
  Project	
  Mgmt	
  

...
Ma"	
  Heinz	
  
Level	
  3	
  –	
  Op;mizing
!

	
  

Op=mizing	
  

Summary	
  

Con=nuous	
  Improvement	
  

Strategy	
  may	
  arise	
...
19	
  
20	
  
Coca-­‐Cola	
  Content	
  2020	
  Part	
  Two	
  
27	
  
22	
  
Brad Terrell, VP & General Manager, Digital
Media, Netezza as quoted in Scott Brinker’s
Chief Marketing Technologist Blog
Level	
  4	
  –	
  Agility	
  and	
  Speed

!

	
  

Agile	
  

Summary	
  

Agility	
  and	
  Speed	
  

Organiza;onal	
 ...
15	
  
The	
  Oreo	
  graphic	
  was	
  "designed,	
  cap;oned	
  and	
  approved	
  within	
  
minutes,"	
  according	
  to	
  S...
.344	
  
Level	
  5	
  –	
  Remarkable	
  Customer	
  Experiences
!

	
  
Summary	
  

Holis=c	
  
Remarkable	
  Customer	
  
Exper...
35	
  
Focus	
  on	
  Outcomes

!
Pi-­‐Shaped	
  People
!

Right	
  brained,	
  crea=ve	
  

Le-­‐Brained,	
  Analy=cal	
  

Generalist/Broad	
  Knowledge	
...
49	
  
Marketing
Management!

Remarkable
Customer
Experiences!

Brand & Buzz!

Lead
Generation!

Care &
Feeding Sales
Force !

Ma...
Summary	
  Eye	
  Chart

!
Summary	
  Thoughts

!

• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 

Focus on remarkable customer experiences!
Select a few core, act...
Q&A

	
  

52
	
  
THANK
YOU
	
  

Jim Ewel	
  

	


jim@agilemarketing.net
@jimewel
www.agilemarketing.net	
  
The Role of Agile Marketing in Creating a World-Class Marketing Team
The Role of Agile Marketing in Creating a World-Class Marketing Team
The Role of Agile Marketing in Creating a World-Class Marketing Team
The Role of Agile Marketing in Creating a World-Class Marketing Team
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The Role of Agile Marketing in Creating a World-Class Marketing Team

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Here are the slides from the Boston Agile Marketing Meetup on January, 29, 2014 featuring Jim Ewel.

Published in: Marketing, Business, Technology

The Role of Agile Marketing in Creating a World-Class Marketing Team

  1. 1. Agile Marketing: Creating a World Class Marketing Team   WELCOME   Jim Ewel   jim@agilemarketing.net @jimewel www.agilemarketing.net  
  2. 2. My  Background ! •  •  •  •  •  1989-­‐2001  -­‐  Microso6  in  Sales  &  Marke;ng   2002-­‐2009  -­‐  CEO  GoAhead  So6ware   2009-­‐2011  -­‐  CEO  Adometry   2011-­‐2012  -­‐  Consultant,  agile  mktg  blogger   2013  -­‐  present  -­‐  CEO  InDemand  Interpre;ng ! 2  
  3. 3. SprintZero  June,  2012   4  
  4. 4. The  Inspira;on ! h"p://econsultancy.com/blog/11264-­‐how-­‐do-­‐you-­‐create-­‐a-­‐ marke=ng-­‐func=on-­‐fit-­‐for-­‐the-­‐future   5  
  5. 5. So6ware  Capability  Maturity  Model ! 6  
  6. 6. Marke;ng  Maturity  Model   A  Proposal! 7  
  7. 7. Level  1  –  Heroic  Efforts !   Ini=al   Summary   Heroic  Efforts   Organiza;onal  strategy   determined  elsewhere,   marke;ng  supports;  even  tac1cs   are  dictated   Vision  &   Strategy   Working   Silo  structures,  waterfall  project   prac=ces,   management,  infrequent   processes,   updates,  hierarchial  decision   tools   making   People,   Teams,   Isolated  knowledge,  ver;cal   skillsets,  poor  training   Culture   Vanity  metrics,  siloed  data   sources,  technology  restricts,   Data  and   legacy  plaorms,  li]le  marke;ng   automa;on   Technology   8  
  8. 8. •  •  •  •  Vanity Metrics ! Make you feel good! Not clear what caused change! Different groups attribute increase to different things, no one wants to own decreases! Example: Hits or page views! •  •  •  •  •  Actionable Metrics ! Offer guidance on what to do! Usually impact revenue! Focus on percustomer metrics, cohorts! Split-test! Example: conversions !
  9. 9. Level  2  –  Agile  as  Project  Mgmt !   Managed   Summary   Agile  as  Project  Mgmt   Vision  &   Strategy   Working   prac=ces,   processes,   tools   People,   Teams,   Culture   Organiza;onal  strategy  s;ll   determined  elsewhere,  but   marke;ng  determines  priori1es   Sprints,  Kanban  and/or  Scrum   Culture  of  execu;on,   accountability  for  deliverables   Data  and   Spreadsheet  metrics,  marke;ng   Technology   automa;on  
  10. 10. Ma"  Heinz  
  11. 11. Level  3  –  Op;mizing !   Op=mizing   Summary   Con=nuous  Improvement   Strategy  may  arise  or  at  the  very   Vision  &   least  is  tempered  and  adjusted   Strategy   by  results  and  data   Working   prac=ces,   processes,   Experiments,  KPIs,  rapid  itera;on   tools   and  prototyping  tools   People,   Accountability  for  results,  T-­‐ Teams,   shaped  people,  sta;s;cally   Culture   literate   Technical  infrastructure  to   support  rapid  itera;ons,   Data  and   prototyping  and  measurement,   dashboards   Technology  
  12. 12. 19  
  13. 13. 20  
  14. 14. Coca-­‐Cola  Content  2020  Part  Two   27  
  15. 15. 22  
  16. 16. Brad Terrell, VP & General Manager, Digital Media, Netezza as quoted in Scott Brinker’s Chief Marketing Technologist Blog
  17. 17. Level  4  –  Agility  and  Speed !   Agile   Summary   Agility  and  Speed   Organiza;onal  strategy  provides   framework;  marke;ng  executes   Vision  &   quickly,    responds  to  change  and   can  make  real-­‐1me  decisions   Strategy   Working   prac=ces,   processes,   Small,  cross-­‐func;onal  teams,   tools   permission  to  fail   People,   Teams,   Collabora;ve,  open  to  change,   accepts  "good  enough"   Culture   Data  and   Technology   Technical  infrastructure  to   support  real-­‐;me  decision-­‐ making  and  execu;on    
  18. 18. 15  
  19. 19. The  Oreo  graphic  was  "designed,  cap;oned  and  approved  within   minutes,"  according  to  Sarah  Hofste]er,  president  of  the  cookie  brand's   digital  agency  of  record,  Dentsu-­‐owned  360i.  All  the  decisions  were   made  in  real  ;me  quickly  because  marketers  and  agency  members   were  sifng  together  at  a  "mission  control"  center,  or  a  social-­‐media   war  room  of  sorts  ...   32  
  20. 20. .344  
  21. 21. Level  5  –  Remarkable  Customer  Experiences !   Summary   Holis=c   Remarkable  Customer   Experiences   Marke;ng  drives  the   organiza;on  in  crea;ng   remarkable  customer   experiences  and  outcomes   Vision  &   Strategy   Working   prac=ces,   Customer  Experience  Owner,   entrepreneurial,  Minimum   processes,   tools   Viable  Products   People,   Teams,   Pi-­‐shaped  people,  fluid  structure,   agile  culture   Culture   Data  and   Technology   Marke;ng  technologists,   prototype  factories,  data  as   compe;;ve  advantage,   technology  usage  innovators  
  22. 22. 35  
  23. 23. Focus  on  Outcomes !
  24. 24. Pi-­‐Shaped  People ! Right  brained,  crea=ve   Le-­‐Brained,  Analy=cal   Generalist/Broad  Knowledge  
  25. 25. 49  
  26. 26. Marketing Management! Remarkable Customer Experiences! Brand & Buzz! Lead Generation! Care & Feeding Sales Force ! Marketing Technologists!
  27. 27. Summary  Eye  Chart !
  28. 28. Summary  Thoughts ! •  •  •  •  •  •  •  •  •  •  •  Focus on remarkable customer experiences! Select a few core, actionable metrics! Invest in experimentation (70/20/10)! Figure out how to turn the crank faster (MVPs)! Hire T-shaped and Pi-shaped people! Create small, cross-functional teams! Push down decision making! Give teams permission to fail! Automate what you can! Turn data into competitive advantage! Adopt new technology for competitive advantage!
  29. 29. Q&A   52  
  30. 30. THANK YOU   Jim Ewel   jim@agilemarketing.net @jimewel www.agilemarketing.net  

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