agile marketing - strategy & process methodology

A quick snapshot…

The marketing planis dead.

Who killed the

marketing plan?

Dude…

Your funnel is leaking.

Google’s Zero Moment of Truth (ZMOT)

Meet the connected customer.

An iterative and adaptive process

where small, highly-collaborative teams

work in a series of short cycles,

incorporating rapid feedback,

to deliver emergent solutions,

emphasizing transparency

among all stakeholders.

What is Agile Management?

As a ____(role)_____,I want __(goal)___so that I can __(benefit)__.

Driven by user stories.

This is a predictive process,not an adaptive one.

Methodology

Benefits

Key Terms

Key Terms

Roles

TT-shaped people.

Daily Stand-Up

1. What did I do yesterday?

2. What am I going to do today?

3. Are there any impediments in

my way?

3 Questions for the Daily Stand-up:

Inspect, adapt, repeat.

Reporting

72%

Improved team morale

71%

Faster time-to-market

75%

Increased productivity

77%

Improved project visibility

84%

Ability to change priorities

Benefits of Becoming Agile

Source: VersionOne 6th Annual State of Agile Survey

RELEVANCE TO MARKETING?MULTIPLICATION

Multiplication of touchpoints.

Multiplication of content.

Multiplication of devices.

Data Multiplication.

Many marketing missions canbe broken into discrete chunks for

iteration and adaptation.

Predictive vs. Agile Web Programs

Agile Marketing Lifecycle

The Cynefin Framework(pronounced ku-nev-in)

This is complex.

This is complex.

This is complex.

Individuals and interactionsover processes and tools.

Agile Marketing Values

Responding to changeover following a plan.

Agile Marketing Values

Remarkable customer experiences

over formalized internal procedures.

Agile Marketing Values

Testing and dataover opinions and conventions.

Agile Marketing Values

Many small experimentsover a few large bets.

Agile Marketing Values

Agile principles have

many advocates.

34% Lack of manager support

39% General resistance to change

52% Inability to change culture

Why agile adoption fails:

Source: VersionOne 6th Annual State of Agile Survey

“To the uninitiated (and sometimeseven to those in the industry),this way of working feels like

barely controlled chaos.”

www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058

February 2013

“Of primary concern is thetemptation to fall back into

traditional command-and-controlmanagement styles—

to demand fail-safe business planswith defined outcomes.”– David J. Snowden and Mary E. Boone

A Leader’s Framework for Decision Making

Challenge in a Complex Domain

Is it worth it?

“Accelerated cycles,increased transparency,and teaming outside the

typical organizational boundaries(both within and outside the company)

will have great impact.”

www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058

February 2013

Punctuated equilibrium.

Excessive self-promotionof the group.

PENALTY!

http://bit.ly/agile-mktg-group