agile marketing - strategy & process methodology

Download Agile Marketing - Strategy & Process Methodology

Post on 08-May-2015




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WHAT iS AGiLE MARKETiNG? An iterative and adaptive processwhere small, highly-collaborative teamswork in a series of short cycles,incorporating rapid feedback,to deliver emergent solutions,emphasizing transparencyamong all stakeholders.


  • 1.A quick snapshot

2. The marketing plan is dead. 3. Who killed the marketing plan? 4. Dude Your funnel is leaking. 5. Googles Zero Moment of Truth (ZMOT) 6. Meet the connected customer. 7. An iterative and adaptive process where small, highly-collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergent solutions, emphasizing transparency among all stakeholders. What is Agile Management? 8. As a ____(role)_____, I want __(goal)___ so that I can __(benefit)__. Driven by user stories. 9. This is a predictive process, not an adaptive one. 10. Methodology 11. Benefits 12. Key Terms 13. Key Terms 14. Roles 15. T-shaped people. 16. Daily Stand-Up 17. 1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments in my way? 3 Questions for the Daily Stand-up: 18. Inspect, adapt, repeat. 19. Reporting 20. 72%Improved team morale 71%Faster time-to-market 75%Increased productivity 77%Improved project visibility 84%Ability to change priorities Benefits of Becoming Agile Source: VersionOne 6th Annual State of Agile Survey 21. RELEVANCE TO MARKETING? MULTIPLICATION 22. Multiplication of touchpoints. 23. Multiplication of content. 24. Multiplication of devices. 25. Data Multiplication. 26. Many marketing missions can be broken into discrete chunks for iteration and adaptation. 27. Predictive vs. Agile Web Programs 28. Agile Marketing Lifecycle 29. The Cynefin Framework (pronounced ku-nev-in) 30. This is complex. 31. This is complex. 32. This is complex. 33. Individuals and interactions over processes and tools. Agile Marketing Values 34. Responding to change over following a plan. Agile Marketing Values 35. Remarkable customer experiences over formalized internal procedures. Agile Marketing Values 36. Testing and data over opinions and conventions. Agile Marketing Values 37. Many small experiments over a few large bets. Agile Marketing Values 38. Agile principles have many advocates. 39. 34% Lack of manager support 39% General resistance to change 52% Inability to change culture Why agile adoption fails: Source: VersionOne 6th Annual State of Agile Survey 40. To the uninitiated (and sometimes even to those in the industry), this way of working feels like barely controlled chaos. February 2013 41. Of primary concern is the temptation to fall back into traditional command-and-control management styles to demand fail-safe business plans with defined outcomes. David J. Snowden and Mary E. Boone A Leaders Framework for Decision Making Challenge in a Complex Domain 42. Is it worth it? 43. Accelerated cycles, increased transparency, and teaming outside the typical organizational boundaries (both within and outside the company) will have great impact. February 2013 44. Punctuated equilibrium. 45. Excessive self-promotion of the group. PENALTY!