what the f**k is agile marketing
TRANSCRIPT
What the f**k is agile
marketing
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
Applying ideas of
Agile development to marketing
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]
Agile vs. Waterfall
Image: Wikipedia
Why you should care about
agile marketing?
Reason #1 Marketers don’t really know much
Just 32% of marketers know how customers behave across channels
Reason #2 Speed and flexibility are competitive advantages
Reason #3 Communications overhead slows things down
The communications overhead for a project increases as the size of
the team grows
- The Mythical Man Month, 1975
Reason #4 Truly empowering individuals means things get done
Reason #5 The best work comes from self-organizing teams
“Decisions made by groups are often better than could have been
made by any single member of the group”
- James Surowiecki Wisdom of Crowds, 2004
Reason #6 Fast moving media and markets means frequent adjustments
Every day: 700 million pieces of content shared on Facebook
30 million tweets
And 900,000 blog posts…
Reason #7 Results matter more
than processes
How Agile Marketing works…
PRODUCT OWNER speaks for the market
USE CASES describe how customers use your product
Plan in short windows or SPRINTS
Image: Wikipedia
BACKLOG captures everything in that SPRINT
Meet or SCRUM frequently to discuss issues
SCRUM MASTER leads the way
What have you done for me lately?
What have you completed?
What are you doing next?
What barriers are you facing?
SCRUMS are open/transparent
BURNDOWN CHARTS measure progress during a SPRINT
Image: Wikipedia
Case studies
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
No more “everyone is a marketing expert” syndrome
• Run in 30 day sprints
• Post progress in a Wiki
• End of sprint “Science Fair”
First Tennessee Bank
• Using agile to compress cycle times
• Talent management tool
• Have to deal with compliance
Connect with me…
Frank Days @tangyslice Linkedin.com/tangyslice agilemarketingblog.com Co-host of Marketing Agility Podcast
Agile marketing podcast
• Find us – iTunes – Agilemarketingblog.com
• Listen • Tweet • Question • Insult • Spread the word