winning in the era of disruption with agile for marketing

CTAM WIRED WEBINARWinning in the Era of Disruption with Agile for Marketing

@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015

Meet the moderators and their clients

RUSS LANGE @RussLange

KIM CHISHOLM @KimChisholm

MARK CHINN @CMGPartners


Changesare drivingmarketing tobe more agile . . .


How have you embraced the customer-centric revolution?


AGILE / AG·ILE /AJ L/ Əadjective. Marked by a ready ability to move with quick, easy grace: having a resourceful and adaptable character.

AGILE FOR MARKETING (A4M)A mindset and methodology that transforms culture and operations so you can execute more efficiently, champion the customer, and achieve better performance through a data-driven, iterative approach.

Defining agile and A4M

5


It’s a process:

And a mindset:A commitment to foster a culture and attitude that embraces transparency, empowers decisions, and supports quick adaptability.

What is A4M?


What are the key differences between A4M and traditional marketing?

Traditional marketing assumes you know the end point today


What are the benefits of A4M?

Better business resultsBetter employee engagement & satisfaction.


How do you structure your organization for agility?

Business Owners

LeadershipTeam

CMO

Scrum Masters

© CMG PARTNERS 2015 | CONFIDENTIAL | 1010

During sprint planning, have each team member note all the daily donut making they do each week

Determine real capacity for each team member

Business owner and managers should review team’s capacity and make trade offs to dedicate proper % of time to a4m

Ideally, a4m teams dedicate upwards of 70% of their time to the sprints, 30% or less to other tasks

How do you balance all of your team’s work?

“Making Donuts vs. Marketing backlog”


How do you put the customer at the center of your orbit?


What role do personas play in A4M?

What makes this problem become an urgent priority for the buyer?

What are the buyer’s expectations for success?

What barriers prevent the buyer from choosing you?

What process will make it easy for the buyer to choose you?

What criteria does the buyer use to compare options?

Key questions to shape your personasIdentify who uses your product or buys your service


Personas are one of the foundations of customer centered marketing


The buyer’s journey is also one of the foundations of customer centered marketing


How do you facilitate learning cycles?

Agile is adaptive

1 or 2 week cycles


What’s the best way to start with A4M?

Give A4M teams and leadership tools needed for success

Secure resources

Confirm priorities

Daily standups

Sprint Planning Session, then GO!

TRAINRUN &

MEASURE

Evaluate results

LEARN ALIGN

Learn and improve for next objectiveSprint #1

PLANALIGN

Thank you