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Adopt Agile Marketing to Keep Pace with the Speed of Digital
Barre Hardy, Associate Partner@cmgpartners
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The times, they are a-changin’
Digital disruption requires exponential speed in action and reaction
2© 2015 CMG Consulting - CONFIDENTIAL
50% of web users have purchased online
Launch
The Rise of FinTech
Facebook hits 1 Billion active users
54 million U.S. households accessing online banking
Direct banking
DIGITAL
FINANCIAL
2002 2005$ 2007 2009 2012 20162004
Card spending overtakes cash
Facebook founded
Launch
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The new reality is digital
More digital, mobile, personal services are table stakes
3© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 CapGemini & EFMA
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No one says it’s gonna be easy
4© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 TimeTrade
60% of consumers report they do not have a personal connection to their bank.
47% of banking executives
rate their institution’s ability
to deliver a personalized
experience as “excellent”.
We deliver excellent personalized service.
My bank doesn’t know me very well.
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Financial Services marketing is getting squeezed Internal & external challenges make change necessary
5© 2015 CMG Consulting - CONFIDENTIAL
INTERNAL ISSUES
EXTERNAL PRESSURES
EXTERNAL
• Customer Demands
• Regulations
• New Competition
INTERNAL
• Lengthy go-to-market process
• Marketing siloes
• Increasing work volume
• Ever-changing environment
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Agile marketing is a smart choice
Transform your marketing to respond to change
6© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 ValTech
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Let’s do the math…
7© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 TimeTrade
Data
Customer ExperienceDigital Experience
Agile =
++
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The only sustainable competitive advantage is your organization’s ability to learn faster than the competition.
8© 2015 CMG Consulting - CONFIDENTIAL Source: ©1990 Peter Senge, The Fifth Discipline
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Agile Marketing: a data-driven, iterative approach
9© 2015 CMG Consulting - CONFIDENTIAL
• Achieve better performance
• Execute more effectively
• Champion the customer
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Agile elevates Performance
10© 2015 CMG Consulting - CONFIDENTIAL
3. Focus on Quality1. Empowered Teams
4. Rapid Learning Cycles2. Focus on Customers
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The playbook for a winning game plan
Agile marketing discipline will up your execution game
11© 2015 CMG Consulting - CONFIDENTIAL
1. 2.3.
4.5.
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Champion the Customer
12© 2015 CMG Consulting - CONFIDENTIAL
It’s really tough as marketers to put your heart and soul into a project that doesn’t resonate with buyers. So why continue to do the same thing and waste more time and waste your buyer’s time? It always comes back to the buyer. That’s the root of everything.
-Travis Arnold, President, Harbinger Labs
Source: (C) 2014 CMG CMO’s Agenda
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Why do it? Results.
Agile marketers report gaining big benefits across the board
13© 2015 CMG Consulting - CONFIDENTIAL Source: ©2014 CMG. The CMO‘s Agenda
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We have to be careful that we don’t let all this great activity that we’re getting done because of agile marketing lull us into thinking that we’re accomplishing our goals just because we’re moving so much from the backlog to ‘Done’.
14© 2015 CMG Consulting - CONFIDENTIAL Source: ©2014 Matt Heinz, Agile Marketing Blog
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Align around the business problem
15© 2015 CMG Consulting - CONFIDENTIAL
• Regain #1 position in the market
• Engage customers better
• Grow net sales by X%
• Increase activation rate from X to Y
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Build your testing culture to drive insightThrough trial and error, you can better understand the customer experience
16© 2015 CMG Consulting - CONFIDENTIAL
Where is the leakage for callers, branch, web?
Where do they need more information?
How well do you deliver on their needs?
Is it easy to access the information customers need?
Where aren’t you meeting expectations?
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Link marketing activity to business outcomesPrioritize activities that will move the needle on your big goals
© 2015 CMG Consulting - CONFIDENTIAL
27%increase in viewership
Underperforming by
60%
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18© 2015 CMG Consulting - CONFIDENTIAL
They've embraced a lot of additional responsibility. Because they own certain things, they drive them differently than they would otherwise. It forces them to look at the business purpose of what they’re doing. It’s made them smarter.
– Amanda Paull, Extensis, VP of Marketing
Foster collaboration and empowermentIt’s the culture and the people, not the process, that makes agile work.
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Agile for Marketing is the future – come along!Financial services are proving to be early adopters of the approach
19© 2015 CMG Consulting - CONFIDENTIAL
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Questions?
20© 2015 CMG Consulting - CONFIDENTIAL
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Thank You
CMGpartners.com/A4M
Meet us at Booth #2