A presentation that outlines some of the basics of using agile in marketing.

1. An
Introduction
to
Agile
Marketing

2. #agilemktg

3. Dominant design hasn’t emerged:
Term being used by two camps
Marketing faster Applying Agile to marketing
• Real-time • From development
• Lean marketing • More responsive
• Forrester’s custom flavor • More effective
• PPC guys
• Social media

4. 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

5. Why I care about Agile?
•Need to be responsive and adaptive
•Never liked marketing plans
•Short shelf life for marketing plans

6. Results matter more than
documentation
so I needed a lightweight
approach

7. Applying ideas of
Agile development
to marketing

8. 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]

9. Agile vs. Waterfall
Image: Wikipedia

10. Why should you care
about Agile Marketing?

11. Reason #1
Marketers don’t really know much

12. Just 32% of marketers know how
customers behave across channels

13. Reason #2
Speed and flexibility are
competitive advantages

14. Reason #3
Communications overhead
slows things down

15. Reason #4
Truly empowering individuals
means things get done
Reason #5
The best work comes from
self-organizing teams

16. “Decisions made by
groups are often better
than could have been
made by any single
member of the group”
- James Surowiecki
Wisdom of Crowds,
2004

17. Reason #6
Fast moving media and markets
means frequent adjustments

18. Reason #7
Results matter more
than processes

19. How Agile Marketing works…

20. Plan in short windows or SPRINTS
Image: Wikipedia

21. USE CASES
describe how
customers use
your product

22. PRODUCT OWNER
speaks for the market

23. Meet or SCRUM
frequently to discuss issues

24. SCRUM MASTER
leads the way

25. BACKLOG captures everything
in that SPRINT

26. What have you done for me lately?
What have you completed?
What are you doing next?
What barriers are you facing?

27. SCRUMS are open/transparent

28. BURNDOWN CHARTS
measure progress during a SPRINT
Image: Wikipedia

29. Common excuses for not using
Agile Marketing?

30. We have a planning culture…
“We do it this way…”
“We need to build consensus…”
“The CMO wants to see a marketing…”

31. Talent level…
“Waterfall protects the weak”
Smarter people can adapt and adjust
Need people who can handle uncertainty
Image: Wikipedia

32. Too many meetings already…
Are you look too far
back or too far into
the future?

33. Many inherently waterfall programs
• Direct mail
• Old school advertising (print, TV, radio)
• Tradeshows/events

34. Mandated budgeting cycles
• Quarterly reporting
• Annual budgets
• Semi annual updates

35. Your agencies are waterfall…
• Statements of work
• Creative briefs
• Risk reward balance

36. Marketers are storytellers

37. Open Discussions

38. How
much
Agile?

39. Do we
need a
manifesto?

40. Real-time,
agile,
or lean?

41. Shameless Plug
• Find us
– iTunes
– Agilemarketingblog.com
• Listen
• Tweet
• Question
• Insult
• Spread the word

42. Connect with me…
Frank Days
@tangyslice
fmdays@tangyslice.com
www.agilemarketingblog.com
Agile Marketing Group on Facebook

43. What
questions
do
you
have?