agile marketing: transforming the way you work and the way you think about work
TRANSCRIPT
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Agile Marketing: Transforming the way you work and the way you think about work
By Courtney Velek, Agile Marketing Coach
IS ‘14 | October 2014
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Co-Founder @ Trio Marketing
Agile Coach
ScrumMaster
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Co-Founder @ Trio Marketing
Agile Coach
ScrumMaster
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Today:Inspire you to think differently
Arm you with ways to be agile
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How many have heard of agile marketing?
And/Or
Are using scrum, lean or other agile practices?
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Agile marketing
Source: incitemc.com/marketing-trend-will-disruptive-year/
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Marketing is exploding
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Explosion of touchpoints
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Explosion of content
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Explosion of devicesSource: Google/Ipsos/Sterling 2012
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Explosion of technology
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Explosion of data
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This isn’t our only problem….
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Plan
Requirements
Analysis
Produce
Deploy
ReviewWe’re using processes like this
Waterfall is a
predictive process,
not adaptive.
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We’re organized like this
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We’re working like this
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Anyone feeling like this?!?
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You’re not alone!
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Fast and disruptive change
Source: chiefmartec.com
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External outpaces internalSource: chiefmartec.com
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Agile bridges the gap
Agile
Principles &
Practices
Source: chiefmartec.com
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What is agile?
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: marked by ready ability to move with quick easy grace
: having a quick resourceful and adaptable character
Little-a agile: an adjective
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: an iterative and adaptive process where small, highly collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergentsolutions, emphasizing transparencyamong all stakeholders, and a leadership philosophy that encourages teamworkand accountability.
Big A Agile: a methodology
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The Agile ManifestoSource: agilemanifesto.org
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Software finds success
84% Ability to change priorities
77% improved project visibility
75% increased productivity
72% Improved team morale
71% Faster time-to-market
VersionOne 6th Annual State of Agile Survey
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VALIDATED LEARNINGover opinions and conventions
CUSTOMER FOCUSED COLLABORATIONover silos and hierarchy
ADAPTIVE AND ITERATIVE CAMPAIGNSover Big-Bang campaigns
RESPONDING TO CHANGEover following a plan
FLEXIBLEover rigid planning
DISCOVERYover prediction
Agile Marketing Values
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Ideas
ProductData
Learn Build
Measure
VALIDATED LEARNINGover opinions and conventions
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CUSTOMER FOCUSED COLLABORATIONover silos and hierarchy
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ADAPTIVE AND ITERATIVE CAMPAIGNSover Big-Bang campaigns
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RESPONDING TO CHANGEover following a plan
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FLEXIBLEover rigid planning
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Humphrey's LawCustomers don't know what they want until they see what they
don't need.DISCOVERY
over prediction
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Agile in Practice
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CollaborativeIterativeSelf-organized
TimeboxValue drivenResults oriented
Leverage lean and scrum practices
Source: ScrumAlliance.org
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Encourage self-managing teams
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SEO CONTENT PR ANALYTICS DIGITAL
DEEPDISCIPLINEEXPERTISE
Create T-shaped teams
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Capture user stories
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Use a backlog
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Constraints Cost Schedule
Estimates Features
Value-Driven
Prioritize value
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Commit as a team
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Radiate information
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What did I do yesterday?What am I doing today?
Where am I running into issues?
Harness shorter feedback loops
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Reflect on progress
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Celebrate your wins!
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1. Ability to change culture
2. General resistance to change
3. Availability of personnel with skills
4. Management support
Top Barriers to Agile Adoption
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Connect with Like-Minds.
This room
Agile LinkedIn Groups
Scrum Alliance
Live in the Grey
Just start. Seek progress over perfectionFeel uncomfortableTake a risk
Learn and grow.
Drive
Start with Why
The Agile Samurai
The Agile Pocketbook
What you can do today
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Unless someone like you cares
a whole awful lot,
Nothing is going to get better,
It’s not.
Dr. Seuss
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Want to get in touch?
LinkedIn: CourtneyVelek
Twitter: @courtneyvelek
Thank You!