five tips to build a high performance agile marketing team - presented at worldwebforum 2014 in...
DESCRIPTION
Agile Marketing is a rocket ready for lift off! For years software development teams have improved and honed their agile skills helping them deliver more value to their customers more frequently. Delivering more value to your customers, more frequently, is key to scaling your own company. Learn how marketing teams across the globe are adopting agile practices to deliver campaigns that are more targeted and result in higher engagement. Use these five tips to effectively scale a marketing team to respond to opportunities as they arise, not months after. Presented at the worldwebforum 2014 in Zurich, SwitzerlandTRANSCRIPT
NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM
agile marketing teamFIVE TIPS TO BUILD A HIGH PERFORMANCE
Why?
Markets change rap id ly.
http ://so lut ions . for rester.com/bma-survey- f ind ings- ramos/
Water fa l l i s
P red ic t i ve
PLAN
BUILD
DEPLOY
REVIEW
6 - 12 months
Water fa l l i s
P red ic t i ve
PLAN
BUILD
DEPLOY
REVIEW
CHANGE
6 - 12 months
Agi le i s
Adapt ive
PLAN
DEPLOY
BUILD
1 o r 2 week cyc les
REVIEW
Agi le i s
Adapt ive
PLAN
DEPLOY
BUILD
CHANGE
1 o r 2 week cyc les
REVIEW
Agi le i s
Adapt ive
1 o r 2 week cyc les
BUILD
LEARN MEASURE
Agi le Adopt ion
27%2006 State o f Ag i le Deve lopment Survey
http ://www.vers ionone.com/pdf/stateofAgi ledeve lopmentsurvey.pdf
Agi le Adopt ion
84%2013 State o f Ag i le
Deve lopment Survey
http ://www.vers ionone.com/pdf/7th-Annua l -State-of -Agi le -Deve lopment-Survey.pdf
http ://www.vers ionone.com/pdf/7th-Annua l -State-of -Agi le -Deve lopment-Survey.pdf
Better outcomes for customers.
!
Faster.
build a cross-functional team
what is agile marketing?
test and validate ideas
develop t-shaped people
look at the whole product
exploit opportunities
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities
Creat ive
Des ign
Copy
Dig i ta l
Funct iona l
Teams
Teams
Teams
Teams
Pr intTeams
http ://www. jokeroo.com/pictures/funny/misa l ignment-of - the- ra i l s .h tmlht tp ://www.d i rect indust ry.com/prod/sae len- indust r ie/wood-ch ippers -61664-874257.html
Pr int
Creat ive Copy
Des ign Dig i ta l
Sa les
Agi le Market ing
Team
Pr intCreat iveCopyDes ignDig i ta lSa lesAgi le
Market ing Team
Des ign
Creat ive
Copy
Dig i ta l
Pr in t
C ross -Funct iona l
Team Team Team Team Team Team
Cross-Functional Team
Empower the team to deliver as fast as possible
develop t-shaped people
test and validate ideas
what is agile marketing?
look at the whole product
exploit opportunities
build a cross-functional team
Creat ive
Creat ive
Des ign Pr intCopy D ig i ta l
Creat ive
Creat ive
Des ign Pr intCopy D ig i ta l
Creat ive
Pr intCopy
Dig i ta l
Team
Creat ive
Des ign
Pr in t
Dig i ta l
Sa les
Copy Des ign
Des ign
Dig i ta l
Creat ive Des ign
D ig i ta l
Creat ive Des ign
Pairing
Amplify team learning with t-shaped people
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities
It is a capital mistake to theorise before you have all the
evidence.
It biases the judgment.
SHERLOCK HOLMES
”
“
BUILD
LEARN MEASURE
Hypothesis
Adding an arrow to the checkout button will increase conversion by 15%
CHECKOUT ➜
Or ig ina l (A) Test (B)
CHECKOUT CHECKOUT ➜
Test (C)
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Learn through failure
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities
DemandGen
Webs i te Team
Product Team
Renewa ls
Agi le Market ing Team
Agi le Market ing Team
User Story Mapping
Optimise the whole customer experience
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities
Be Agile
test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities
P H OTO O F R E T R O S P E C T I V E
Retrospective
Continuous Improvement
!
better outcomes for customers . !
Faster.
@njm @worldwebforum
Agile Marketing is delivering
Thank you!
!NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM