agile marketing by frank days - agile maine day 2016

Five Trends in Agile Marketing in 2016

Frank DaysTech Marketing VP AgileMarketingBlog.comCohost Marketing Agility Podcast

Why I care about Agile? A career as a CMO in small, fast growing tech companies

Need to be responsive and adaptive

Never liked marketing plans

Short shelf life for marketing plans

Agile marketing is a high-communication, low documentation,

rapid iteration process designed to provide more frequent, more relevant and highly

measurable marketing programs

- IDC, Agile Principles and Practices, 2010

Rebranding Agile

Credit: Scott BrinkerChief Marketing Technologist

Agile Marketing Trend is Positive

Still a Niche Idea

From over 30 interviews

Since April 2011

Interviewed pioneers

Started slow

More momentum today

1. Quants are taking over marketing

Many old tricks don’t work any more

More data and better real-time analytics

Marketing mix is increasingly digital

Forced to test more before diving in

Can’t always tell what content will succeed…

Or this old content…

Less certainty about how things spread

2. Marketing and more like software development

Demos & Videos

Downloads

Modern marketing architecture

Site Traffic

‘Actions’ on Site

Leads

Search Engines SEO & PPCContent

PR & Partners

Marketo SalesForce Sales

ProspectEmail

3. Marketers are less dogmatic about Agile

Some things might never go Agile

Long lead times tasks Events

Media buying

User conferences

Burndowns are infrequent

Image: Wikipedia

Other marketing Agile observations Product owner and scum master the same

Some using user stories

More frequently smaller, tech companies

More common in digital/demand gen team

Some waterfall remains

4. Many using hybrid models Kanban

Scrumban

Lean

Growth hacking

Marketing adoption of Agile

5. Agencies are beginning to embrace Agile

Agencies are traditionally waterfall…

Statements of work

Creative briefs

Risk reward balance

Waterfall prevents bad client behavior

The New Agile Agency No creative briefs

Sprint-based pricing

Create integration and transparency

Increased responsiveness

Better results

Personal experiences

What is working for my team Transparent objectives/priorities

Adaptive attitude/responsiveness

Low overhead

Team cohesion

Making it happen

Personal worst practices in Agile Things we could do better

No post it notes Bad at sizing Lazy burndowns Retrospective and planning in one step

Attend an Agile Marketing meetup San Francisco

Boston

Seattle

China

Many more

Required Reading

Let’s connect Frank Days fmdays@tangyslice.com @tangyslice Agilemarketingblog.com Marketing Agility Podcast on iTunes