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The benefits of agile marketing

South shore meetup agile marketing jan 2012

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The South Shore (Boston) Meetup asked me to come share some thoughts about Agile marketing. Here is my deck...

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Page 1: South shore meetup agile marketing   jan 2012

The benefits of agile marketing

Page 2: South shore meetup agile marketing   jan 2012

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

Page 3: South shore meetup agile marketing   jan 2012

Applying ideas of

Agile development to marketing

Page 4: South shore meetup agile marketing   jan 2012

The dominant design is emerging for agile marketing

Small “a”: Marketing faster• Real-time• Lean marketing• Forrester’s custom flavor

Big “A”: Applying Agile to marketing• From development• More responsive• More effective

Page 5: South shore meetup agile marketing   jan 2012

Isn’t Agile Marketing

just marketers using agile?

Page 6: South shore meetup agile marketing   jan 2012

Why I care about Agile?

A career in small, fast growing companies•Need to be responsive and adaptive•Never liked marketing plans•Short shelf life for marketing plans

Page 7: South shore meetup agile marketing   jan 2012

Results matter more than anything

so I need a lightweight approach…

Page 8: South shore meetup agile marketing   jan 2012

How my team does Agile in Marketing…

Page 9: South shore meetup agile marketing   jan 2012

One Month SPRINTS

Image: Wikipedia

Page 10: South shore meetup agile marketing   jan 2012

PERSONAS for our core customers

Page 11: South shore meetup agile marketing   jan 2012

Three monthly THEMES

Page 12: South shore meetup agile marketing   jan 2012

PRODUCT OWNER is also SCRUM MASTER

Page 13: South shore meetup agile marketing   jan 2012

SCRUM three times a week – sometimes more…

Page 14: South shore meetup agile marketing   jan 2012

BACKLOG captured in a shares google spreadsheet

Page 15: South shore meetup agile marketing   jan 2012

What have you done for me lately?

What did you just finish?What are you doing next?What is the problem?

Page 16: South shore meetup agile marketing   jan 2012

Worst practices in Agile

• Things we could do better– No use cases– No post it notes– Planning poker – accurate sizing– Burndown charts– Science fair

Page 17: South shore meetup agile marketing   jan 2012

What is working for us

• Clear objectives/priorities• Adaptive attitude/responsiveness• Low overhead• Team cohesion• Making it happen

Page 18: South shore meetup agile marketing   jan 2012

“How do I sell

Agile Marketingto my boss?”

Page 19: South shore meetup agile marketing   jan 2012

Advice*

• If you are not in charge– Start small – a single project– Things that look like development– Areas with rapid change– Something with strongly measurable ROI– Talk with a developer who knows agile

Page 20: South shore meetup agile marketing   jan 2012

Shameless Plug

• Find us– iTunes– Agilemarketingblog.com

• Listen• Tweet• Question• Insult• Spread the word

Page 21: South shore meetup agile marketing   jan 2012

Connect with me…Frank Days@[email protected] Marketing Group on Facebook

Page 22: South shore meetup agile marketing   jan 2012

What questions

do you

have? ?

Page 23: South shore meetup agile marketing   jan 2012

Nine Flaws in the ways marketers work today that make

Agile a challenge…

Page 24: South shore meetup agile marketing   jan 2012

Flaw #1Marketers think they know a lot… when they really don’t …

Page 25: South shore meetup agile marketing   jan 2012

Flaw #2 Old school overhead slows

things down

Page 26: South shore meetup agile marketing   jan 2012

Flaw #3 Marketing is a hero based profession…

Page 27: South shore meetup agile marketing   jan 2012

Flaw #4: Your agencies are probably waterfall…

• Statements of work• Creative briefs• Risk reward balance

Page 28: South shore meetup agile marketing   jan 2012

Flaw #5 Disconnect between planning and doing in new social channels

Page 29: South shore meetup agile marketing   jan 2012

Flaw #6: Marketers are storytellers

Page 30: South shore meetup agile marketing   jan 2012

Flaw #7: Planning is cultural

“We do it this way…”“We need to build consensus…”“The CMO wants to see a plan…”

Page 31: South shore meetup agile marketing   jan 2012

Flaw #8: Marketers like to talk…

Question: Are you looking too far back or too far into the future?

Page 32: South shore meetup agile marketing   jan 2012

Flaw #9:We still have budgeting cycles

• Quarterly reporting• Annual budgets• Semi annual updates