This document discusses agile marketing and the need to rethink the traditional marketing function. It provides an overview of Avaus, an agile marketing firm, and outlines some of the key shifts needed from traditional to agile marketing approaches. Specifically: 1. The pace of change is accelerating, requiring marketing to be more agile and able to quickly respond to changes rather than rely on long-term plans. 2. Marketing and software are merging, so agile marketing combines creativity with iterative software processes. 3. An agile approach focuses on customer needs, uses data and feedback for continuous improvement, empowers cross-functional teams, and prioritizes responding to changes over following rigid plans

1. Agile Marketing:
Rethinking the marketing function
in a world of accelerating change
Asiakkuus 2016
Tom Nickels

2. Nordic leader
Focus:
Combining marketing and
technology to drive sales growth
Clients:
Leading Nordic B2C and B2B
companies
Technology partners:
Adobe, Google,
Marketo, Salesforce
- Avaus facts
105Employees in
3 offices
>40%Average annual
growth since 200912Est. revenue
2016
m€
HELSINKI
STOCKHOLM
GDANSK

3. Change
The pace of change will
never be this slow again

4. 1892

5. GE
GOOGLE
FACEBOOK

7. “The Media Jaw” -
Marketing is going
through radical
change
Source: Bank of Finland,TNS-Gallup, IAB,
Figures corrected for inflation
Sweden Finland
GDP and Media spend 2007-2014

8. Digital media spend is increasing – but Finland is not keeping
up with Nordic peers
Traditional
media
- 610 m€
Digital
media
+ 662 m€
Traditional
media
- 519 m€
Digital
media
+ 164 m€
Shift in media spend 2007-2014
Sweden Finland
Source: TNS-Gallup, IAB, Figures
corrected for inflation

9. In a few years
Finnish
marketeers will
spend as much
on Digital&Tech
as on media
MEDIA
DIGITAL SERVICES AND
MARKETING TECH
Marketing investments in Finland

10. MARKETING SOFTWARE
Code
System
Architecture
Servers&
Networks
Brand
Storytelling
Media
Market
research Applications
Design
Formal
Process
Yesterday

11. MARKETING SOFTWARE
System
Architecture
Cloud
Brand
Storytelling
&Design
Media
Analytics
Algorithms&
Code
Data
Automation
User
Experience
Persona-
lisation
Agile
Development
Today

12. MARKETING&SOFTWARE
Data&Insight
Automation&
Personalisation
Flexible stack
& Cloud
Brand&
Experience
Agile
Development
Tomorrow

14. Agile Marketing
How do we change marketing to
respond to accelerating pace of change?

15. WHAT IS AGILE
MARKETING?
• Customer centric and
results-driven approach
• Ongoing process, rapid
learning cycles
• Respond to change vs
follow a plan
• Accountable and empowered
x-competence teams

16. FOCUS&
LEADERSHIP
FROM
Control risks, avoid
mistakes
Focus on product &
features
TO
Take calculated risks,
learn from mistakes
Focus on customer &
context
Profitability through
efficiency
Growth through
innovation

17. TEAM&
ORGANISATION
FROM
Hierarchical decisions
and control
Departmental silos
and objectives:
Marketing, sales, IT
TO
Self-managing
integrated teams
Shared objectives and
accountability

18. PROCESS
FROM
Plan first, then
execute
Yearly planning cycle
TO
Rolling plan&review
process
Ongoing marketing
programs
Prioritized marketing
backlog, respond to
change
Campaign plans
Manual production Automation

19. Upsell & Loyalty
Customer Experience & Collaboration
Customer aqcuisition
Delivery&
results&feedback
“Scrum” Team Program backlog
EXECUTIONPROGRAMS
Brand &
experience
Sales &
ROMI
Priorities &
Budget
WHAT DOES THIS PROCESS MEAN IN PRACTICE?
STRATEGY

20. DATA&
INSIGHT
FROM
What customer say
Periodic: learnings
into planning process
TO
What customer do
Direct KPIs: Sales
attribution
Real-time: learn&react
immediately
Indirect KPIs: brand&
campaign tracking
3rd party research Own data

21. 1. Faster speed to market and response to change
2. Customer focus with services continously
evolving based on customer input
3. Better communication and decision making
4. Motivated and proactive teams
5. Better Productivity and Return on Marketing
Investment
An agile approach to marketing enables organisations to have:

22. To sum up…

23. • The pace of change is ever increasing – old plan&execute
approach no longer relevant
• Marketing and Software are merging – how do we combine
creativity and software into an integrated agile process?
• What are the Best Practices of Agile Marketing?
- Customer and results-driven
- Focus on people and culture
- Respond to change vs follow a plan
- Ongoing iterative processes vs one-time campaigns
To sum up…

24. Thank you!
Tom Nickels
tom@avaus.fi
www.avaus.fi