developing an agile approach: why adaptability will be key for competitive marketing in 2017
TRANSCRIPT
DEVELOPING AN AGILE APPROACHWHY ADAPTABILITY WILL BE KEY FOR COMPETITIVE MARKETING IN 2017
Contents1. The Marketer’s
Dilemma2. Intro to Agile3. Agile Applied to
Marketing4. What’s It Take?5. Where This Fits6. Resources
1 ∣ THE MARKETER’S DILEMMA
“Customers across B2C and B2B worlds are developing an insatiable demand for speed, convenience, contextualization and nonstop connectivity.”
World Economic Forum
Because the pace of change is accelerating in all things, we can no longer wait weeks to create new content or months to build and release websites.
That’s where Agile Marketing comes in.
CMG Partners
The Benefits of
Agile Marketing
2 ∣ INTRO TO AGILE
WaterfallVersusAgile
In the Waterfall method, we create business requirements and then follow a strict, linear process to complete a project.
In Agile, we conduct a series of sprints and review, adjust and reprioritize work based on results.
Discover
Design
Develop
Test
Business Requirements
Technical Design
Coding & Testing
Click OK & Launch
Develop
Test
Discover
Design Sprint #1
Develop
Test
Discover
Design Sprint #3
Develop
Test
Discover
Design Sprint #2
WaterfallMethod
AgileMethod
CMG Partners’ CMO’s Agenda
Agile Vocabulary Lesson
• User Stories: a description of a software feature from an end-user perspective. The user story describes the type of user, what they want and specific value received
• Scrum: a project management method for small team working to complete work requests and reach a common goal
• Backlog: an ever-evolving list of work requests assigned to an Agile team
• Sprint: a stretch of time (typically, 1-3 weeks) in which an Agile team will work to complete a predetermined set of tasks from the backlog
• Kanban: a visual work management approach that uses storyboards, swimlanes and work in progress limits to balance resource capacity, supply and demand
• Storyboard: a visual representation of work, usually created using whiteboards and sticky notes or cards (or project management software), used in Kanban
• Swim lanes: columns that divide a storyboard by work status (new, in progress, awaiting approval, complete, etc.)
3 ∣ Agile Applied to Marketing
What is Agile
Marketing?
It’s about changing how a
marketing organization – from the top
down – looks at work.
CMG Partners’ CMO’s Agenda
2 Parts Mindset
1 Part Methodology
The Agile
Marketing
Mindset
Seven Principles1. Customer-Centered 2. Data-driven 3. Flexible and Focused 4. Collaborative 5. Iterative and Experimental 6. Clear and Transparent7. Empowered
CMG Partners’ CMO’s Agenda
Create User
Stories
Develop Backlog
Prioritize Backlog
Scope the Project
Plan Sprints
Regular “Stand-
Ups”
Review and Re-
prioritize
Review the Sprint
Key Steps to Execute
Agile Methodolog
y
CMG Partners’ CMO’s Agenda
The Agile
Marketing Team
• Marketing Owner – Business
Objective
• Product Owner – User Stories
• Scrum Master – Process
• Team Members – Tasks &
DeliverablesCMG Partners’ CMO’s AgendaAgilemarketing.net
4 ∣ WHAT’S IT TAKE?
Creating the Agile
Marketing
Mindset
CMG Partners’ CMO’s Agenda
5 StepsStep 1 – Create a Shared PurposeStep 2 – Set Clear ObjectivesStep 3 – Do, Show, TellStep 4 – Measure, Reward and Reinforce the Right BehaviorStep 5 – Hire and Promote the Right People
Traditional Marketing: Functional Silos
Channel Manage
r
Website Manage
r
PPC Speciali
st
Product Manage
r
Content Manage
r
Social Media Manager
Email Speciali
st
Chief Strategi
st
Agile is about the work of the team, not the individual.
The focus isn’t on work product, but on client outcomes that result from departments working together.
Scrums get folks out of their silos and talking about what is needed to produce results and overcome obstacles.
Agile Marketing: Objective-driven, Cross-functional Teams
Team 1
Team 2
Collaboration is the key to success in Agile marketing.
And collaboration requires flexibility, transparency and
empowerment.
5 ∣ WHERE THIS FITS
Content Marketing“With a waterfall
approach …we go into our bubble to make a
huge amount of content. By the time we’re ready
to deliver … our customers’ interests and
concerns – or the channels we had
planned to use – might have changed.”
Content Marketing Institute
Agile in Content Development
• Faster, shorter release schedules (measure, refine, repeat/improve)
• Data-driven decision-making • Series of small, evolving plans
(editorial calendars) that allow teams to adjust strategy and incorporate new trends/innovations more rapidly
• Identify shifts in audience needs, experiment with content and closely track success or failure
Website Design*
“Your website is the centerpiece of all
your marketing activities…”
growthdrivendesign.com
* Often referred to as growth-driven design in Agile terminology
Waterfall
growthdrivendesign.com
Looking to get more Agile?
Give us a call or drop us an email.
6 ∣ Resources
Resource List1. “Onward and upward? The transformative power of
technology,” World Economic Forum, http://reports.weforum.org/digital-transformation-of-industries/onward-and-upward-the-transformative-power-of-technology/
2.“7 of the Top Marketing Challenges Marketers Face Today,” Hubspot Blog, https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-challenges-marketers-face-and-how-to-solve-them.aspx#sm.000yr7fyj17ixem1puv13c8ue98fz
3.“Sixth Annual CMO’s Agenda: The Agile Advantage,” CMG Partners
4.“The Complete Guide to Agile Marketing,” Workfront
Resource List Continued 5. “How to Stop Working So Hard: Agile Marketers Work Smarter,” Content Marketing Institute, http://contentmarketinginstitute.com/2016/06/agile-marketers-smarter/6. ”Your Content Team Can Sprint With Agile Marketing,” Content Marketing Institute, http://contentmarketinginstitute.com/2016/03/content-team-agile/7. “What is Growth-Driven Design?” Impact BND, https://www.impactbnd.com/blog/whats-growth-driven-design8. Growth-Driven Design, http://www.growthdrivendesign.com/9. “How to Use Kanban to Scale Your Content Marketing,” Entrepreneur, https://www.entrepreneur.com/article/252051