is agile marketing the holy grail?

© 2016 CMG Consulting

Is Agile Marketing the Holy Grail?Barre Hardy, Associate Partner, CMGOctober 5, 2016

© 2016 CMG Consulting© 2016 CMG Consulting

Poll question: Which of the following do you believe is the greatest opportunity for your marketing organization?

a) Efficiency: improve time to market

b) Customer Focus: decision making based on customer needs

c) Flexibility: ability to learn & adapt to new situations

d) Integration: organizational integration and collaboration

e) Alignment: shared goals across internal stakeholders

2


Performance relies on delivering customer value

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.

3


Financial Services marketing is getting squeezed Internal & external challenges make change necessary

INTERNAL ISSUES

EXTERNAL PRESSURES

EXTERNAL• Customer Demands

• Regulations

• New Competition

INTERNAL • Lengthy go-to-market process

• Marketing siloes

• Increasing work volume

• Ever-changing environment

4


Doing what we do today faster, won’t cut it. An always-on marketing runs counter to the traditional ways of

operating.” - International Retail Bank

What worked for us five, three or even one year ago isn’t the best way to prepare for tomorrow. Our customers require

richer, more integrated, more reliable services than ever and we need to simplify our processes to help more effectively

support our customers” - Fortune 50 CEO

5


Agile Marketing Organizations embrace a mindset and methodology that prioritizes the creation and delivery of value to customers above all else.

6


How do agile marketing organizations work?

Customer driven strategy to create value

Agile Delivery Customer Insight

Rapid Learning &

Performance Insight

Collaborative & Empowered Teams

Clear Objectives

7


Being Agile Marketers – Our mindsets drive us to…

Create valueBe customer drivenExperiment & learnBreak things, and that’s okBe collaborativeAlign the organizationBring structure to chaosBe empoweredBe transparentAchieve goals

8


Methodology: How companies achieve value creation

Prioritization Scaling proven

concepts

Hypotheses to

Create Value

Agile Experimentation through quick

sprints

Real-time learning /Insights

Customer Insight

9


Success is…

80% 20%Impact Throughput

10


How do you use agile to enable growth?

Live the customer experience

Integrate cross functionally with a focus on outcomes

Improve alignment with compliance and legal

Empower teams with decision making and accountability

5 key takeaways:

Learn rapidly and continuously

11


“How do we grow the business?”

Live the customer experienceMarketing usually operates from the business’ perspective

12


“As a customer, I want … so that I can …”

Live the customer experienceBut it is our customers who actually define value…

13


The only sustainable competitive advantage is your organization’s

ability to learn faster than the competition.”

- Peter Senge, “The Fifth Discipline”

14


Learn rapidly and continuouslyThrough trial and error, you can better understand the customer experience

Where do they need more information?

Where is the leakage for callers, branch, web?

Is it easy to access the information customers need?

How well do you deliver on their needs?Where aren’t

you meeting expectations?

15


Integrate cross functionally with a focus on outcomes

Cross-functional TeamsCustomer Experienc

eDigital Analytics

Distribution Product Marketing

Campaign Delivery

Functional Teams

• Regain #1 position in the market

• Engage customers better• Grow net sales by X%• Increase activation rate from X

to Y

16


Improve alignment with compliance and legal

Simplification

Refine processes and redefine approval

requirements

Inclusion

Pull compliance and legal into the strategy

and development process earlier

Prioritization

Drive for greater alignment around

priorities

17


Empower teams with decision making and accountabilityIt’s the culture and the people, not the process, that makes agile work.

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

18


Agile marketing organizations delivers results

19

Customer Focus

87%93% 93%84%90%100

80

60

40

20

0Efficiency Flexibility Integration Value

Creation

Agile marketers report gaining big benefits across the board


Adopting agile is not a Herculean endeavor nor a single dash

How to provide consumers with the experience

they’ve come to expect?

Customer Experience

Integrate Teams

How to reorganize marketing teams to

deliver on these opportunities?

Empower

How to effectively reconcile

marketing with performance and accountability?

Learning Organization

How to ensure that you learn

faster than others?

To get started, consider the following

20


Questions?

21