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Making Marketing Agile
SpeakerFrank Days
Correlsense
Today You Will Learn
• What is Agile Marketing?• What are the benefits of Agile for marketers?• What are the challenges?• Specific ways to be more agile• Selling Agile to your CMO
Frank Days
VP, Marketing, Correlsense
Director Social Media Novell
Pioneer in Agile Marketing
Tangyslice.com
Linkedin.com/tangyslice
About Me
Agenda• An Introduction• Benefits
• How it works• Challenges• Case Studies
INTRODUCTION
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 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
Credit: Scott BrinkerChief Marketing Technologist
Agile vs. Waterfall
Image: Wikipedia
BENEFITS
Why I care about Agile?
• Need to be responsive and adaptive• Never liked marketing plans• Short shelf life for marketing plans
Results matter more than documentation so I need a lightweight approach
Benefit #1Agile gives you a way to adapt to fast moving media and markets
Each day:700 million pieces of content shared on Facebook
30 million Twitter updates
900,000 blog posts
Benefit #2:Agile can help us learn (fail) faster
Just 32% of marketers know how customers behave across channels
Benefit #3 Marketing interactive projects delivered on time and work
Benefit #4Speed and flexibility are competitive advantages
Benefit #5Less planning means more working
HOW IT WORKS
Plan in short windows or SPRINTS
Image: Wikipedia
USE CASES describe how customers use your product
SCRUM MASTER leads the way
PRODUCT OWNER speaks for the market
Meet or SCRUM frequently to discuss progress
BACKLOG captures everything in that SPRINT
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
CHALLENGES TO OVERCOME
Marketers are storytellers
Agile idea: Focusing on smaller blocks means less time storytelling
Talent level…“Waterfall protects the weak”
Agile ideas:
Smarter people can adapt
and can handle uncertainty
Image: Wikipedia
Many inherently waterfall programs
• Direct mail• Old school advertising (print, TV, radio)• Tradeshows/events
• Agile idea: Waterfall overlay
Mandated planning cycles
• Quarterly reporting• Annual budgets• Semi annual updates
• Agile ideas: – Open scrums– Monthly presentations
Your agencies are waterfall…
• Statements of work• Creative briefs• Risk reward balance
• Agile ideas:– Invite them to scrums
CASE STUDIES
No more “everyone is a marketing expert” syndrome
• Run in 30 day sprints• Post progress in a Wiki• End of sprint “Science Fair”
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
First Tennessee Bank
• Using agile to compress cycle times• Talent management tool• Have to deal with compliance
“How do I sell
Agile Marketingto my boss?”
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
TAKEAWAYS
• Agile can help marketers be more responsive• New philosophy of iterate, learn and adapt• Work in small blocks• Some waterfall overlays may be required• Start small and scale
Connect with me…Frank Days
@tangyslice
Tangyslice.com
Agile Marketing Group on Facebook
www.onlinemarketinginstitute.org
Thank You!
Learn more at
