THE NEW MARKETING MANIFESTO- Modern Marketing in an Agile World -

Roland Smart@rsmartly

About Me & Oracle

VP of Social & Community MarketingOracle, Corporate CommunicationsBased in Bay Area w/ a global programBlog @ rolandsmart.com@rsmartly

Oracle CorporationHeadquartered in Redwood Shores, CA120,000+ employeesNow a marketing technology company9.3 Billion Q3 total revenues

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“Because the purpose of business is to create a customer the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing unique function of the business.”

- Peter Drucker

First, some inspiration

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Technological innovation is empowering marketers

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Digital Body LanguageEnables marketers to deliver:

- the right message- via the right channel- at the right time- to the right customer

We need an integrated marketing platform

Responding to Digital Body Language requires a platform to deliver personalization at scale:

The integrated marketing platform is one that includes an established framework for integrating discrete technologies and a consistent approach to data management, aggregation, and intelligence.

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But, there’s a chasm!

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We are hereWe sold the vision ….Now how do we build it?

The answer is coming from an unexpected place …

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The authors of the Agile Manifesto(and developers at large)

DEVELOPERS

What is this Agile you speak of?

Waterfall attempts to “predict” the futureAgile “adapts” to change

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The traditional approach won’t work

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- too rigid- too long to validation- too expensive to change- too high risk

Waterfall vs Agile

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Waterfall Agile

discover

design

develop

test

discover

design

develop

test

discover

design

develop

test

discover

design

develop

test

- release quickly- validate quickly- learn quickly

Agile in practice – marketing automation

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Release 1 Release 2 Release 3

Three simple truths (that developers know)

It is impossible to gather all the requirements at the beginning of a project.

Whatever requirements you do gather are guaranteed to change.

There will always be more to do than time and money will allow.

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The Agile Marketing Manifesto

So we must adapt the Agile Manifesto for marketing …

1. Validated learning over opinions and conventions 2. Customer focused collaboration over silos and hierarchy3. Adaptive and iterative campaigns over Big-Bang campaigns 4. The process of customer discovery over static prediction 5. Flexible vs. rigid planning 6. Responding to change over following a plan 7. Many small experiments over a few large bets

+ 10 Principles

Visit: agilemarketingmanifesto.com

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Agile can help align the c-suite

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Technology Manage Is Changing

- More technology is being managed by CMOs and other lines-of-business

- And there is collaboration on technology in general

- Collaboration is facilitated by shared practices

But Agile is not the whole answer …

Going beyond Agile

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Agile has limits

- it’s responsive not strategic- it’s micro not macro- it’s focused on near-term not long-term

Thus, the CMO and CPO must reconcile Agile with a strategic practice.

When the CMO and the CPO align with Agile

Agile Feedback (aligns to) Strategic Feedback= Community driven innovation= Community driven marketing

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When the CMO and the CPO align with Agile

Product Management (aligns to) Marketing= Stronger culture= Less silos

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When the CMO and the CPO align with Agile

Product UX (aligns to) Marketing UX= Consistent UX= Baked-In Brewed-In Marketing

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“Culture eats strategy for breakfast” - Peter Drucker

When the CMO and the CPO align with Agile

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Culture becomes your competitive advantage(features are easy to replicate, culture is hard)

In summary marketing modernization is about …

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1. Implementing the principles associated with the Agile Marketing Manifesto

2. Creating discrete marketing services that add value to the customer experience database (e.g. Digital Body Language).

3. Integrating with other organizations in an Agile fashion (e.g. fostering an Agile transformation) to enrich the customer experience database.

4. Looking for opportunistic ways to integrate marketing into the product or service.

5. Acting as a steward of overall customer experience (e.g. leveraging the customer experience database to deliver the right message to the right person and the right time via the right channel).

How to get started Agile

1. Post the Agile Marketing Manifesto in your office2. Learn more about Agile methods (e.g. Scrum and Kanban)3. Meet with your internal Agile experts for support4. Pick a small project to take on with Agile5. Buy my book (when it comes out :-)

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@rsmartly

Thank You