Does B2B marketing need a new management paradigm?

Frank Days

Sept 2010

© Novell, Inc. All rights reserved.2

Our world is evolving

Brochure

Prospect DB

Word of mouth

Whitepaper

Email lists

Chat

Top ten list

Friends

Twitter

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Better view of the conversation

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Information velocity is increasing...

* Daily social media mentions for “Mark Hurd” via SocialRadar

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Are we marketing the same way?

• Annual plans/budgets

• Market requirements docs

• Positioning docs

• Brand guidelines

• Media plans

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Why agile management?

• Annual plans good for 2-3 months

• Need to be responsive

• Continuous learning

• Kill off laggards quickly

• Borrow from agile management approach of software development

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Five ways to make your marketing more agile...

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1. Use post-its not spreads or PPTs

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2. Skip creative briefs

• CYA for agencies

• Time planning is not time doing

• Keep plans short (<2 pages)

• Think outlines

• Does anyone really read them?

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3. Identify drivers – need leaders

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4. Shorter more frequent meetings

• Which would you prefer?

• 90 min show-and-tell staff meeting

• Or three 15 min action-oriented meetings

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5. Keep show and tells < 5 mins

• Marketers are story tellers

• I don’t care about 6 months from now

• Use meetings for status and priorities

• What did you just do/doing now?

• How can I help you do it better?

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Thanks and stay agile my friends…

My deets:Frank DaysDirector, New and Social Media, Novell@tangyslicehttp://www.tangyslice.comhttp://www.agilemarketingblog.com