making marketing agile
DESCRIPTION
Instructed by Frank Days.TRANSCRIPT
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Making Marketing Agile
SpeakerFrank Days
Correlsense
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Today You Will Learn
• What is Agile Marketing?• What are the benefits of Agile for marketers?• What are the challenges?• Specific ways to be more agile• Selling Agile to your CMO
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Frank Days
VP, Marketing, Correlsense
Director Social Media Novell
Pioneer in Agile Marketing
Tangyslice.com
Linkedin.com/tangyslice
About Me
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Agenda• An Introduction• Benefits
• How it works• Challenges• Case Studies
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INTRODUCTION
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Applying ideas of
Agile development to marketing
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What is Agile Development?
“Software development methodologies based on iterative and incremental development, where
requirements and solutions evolve through collaboration between self-organizing, cross-
functional teams”
- Wikipedia
*** Also, see The Agile Manifesto[1]
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“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
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Credit: Scott BrinkerChief Marketing Technologist
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Agile vs. Waterfall
Image: Wikipedia
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BENEFITS
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Why I care about Agile?
• Need to be responsive and adaptive• Never liked marketing plans• Short shelf life for marketing plans
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Results matter more than documentation so I need a lightweight approach
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Benefit #1Agile gives you a way to adapt to fast moving media and markets
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Each day:700 million pieces of content shared on Facebook
30 million Twitter updates
900,000 blog posts
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Benefit #2:Agile can help us learn (fail) faster
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Just 32% of marketers know how customers behave across channels
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Benefit #3 Marketing interactive projects delivered on time and work
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Benefit #4Speed and flexibility are competitive advantages
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Benefit #5Less planning means more working
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HOW IT WORKS
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Plan in short windows or SPRINTS
Image: Wikipedia
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USE CASES describe how customers use your product
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SCRUM MASTER leads the way
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PRODUCT OWNER speaks for the market
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Meet or SCRUM frequently to discuss progress
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BACKLOG captures everything in that SPRINT
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What have you done for me lately?
What have you completed?
What are you doing next?
What barriers are you facing?
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SCRUMS are open/transparent
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BURNDOWN CHARTS measure progress during a
SPRINT
Image: Wikipedia
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CHALLENGES TO OVERCOME
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Marketers are storytellers
Agile idea: Focusing on smaller blocks means less time storytelling
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Talent level…“Waterfall protects the weak”
Agile ideas:
Smarter people can adapt
and can handle uncertainty
Image: Wikipedia
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Many inherently waterfall programs
• Direct mail• Old school advertising (print, TV, radio)• Tradeshows/events
• Agile idea: Waterfall overlay
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Mandated planning cycles
• Quarterly reporting• Annual budgets• Semi annual updates
• Agile ideas: – Open scrums– Monthly presentations
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Your agencies are waterfall…
• Statements of work• Creative briefs• Risk reward balance
• Agile ideas:– Invite them to scrums
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CASE STUDIES
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No more “everyone is a marketing expert” syndrome
• Run in 30 day sprints• Post progress in a Wiki• End of sprint “Science Fair”
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Agile time to results = waterfall time to live
• Using for interactive projects• Higher risk, greater uncertainty• Low cost, high velocity testing• Need right people and project
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First Tennessee Bank
• Using agile to compress cycle times• Talent management tool• Have to deal with compliance
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“How do I sell
Agile Marketingto my boss?”
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Advice*
• If you are not in charge– Start small – a single project– Things that look like development– Areas with rapid change– Something with strongly measurable ROI– Talk with a developer who knows agile
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TAKEAWAYS
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• Agile can help marketers be more responsive• New philosophy of iterate, learn and adapt• Work in small blocks• Some waterfall overlays may be required• Start small and scale
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Connect with me…Frank Days
@tangyslice
Tangyslice.com
Agile Marketing Group on Facebook
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www.onlinemarketinginstitute.org
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