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Agile Marketing:  New Ways
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Growing Up Fast: How New Agile Practices Can Move Marketing And Innovation Past The Old Business Stalemates

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Growing Up Fast is about how to implement an agile process in modern business to create the necessary collaboration between marketing and innovation for business success. It surveys business management over the last 100 years and shows how we’ve come to the “Agile Age,” which is not about big ideas Mad Men-style, but lots of little ideas to test and try. It then discusses the mindsets and tools required for success in agile work. The introduction and conclusion set up the metaphor of the book’s title, to personify the current impasse between big regulation government and total free market capitalism. Agile is posed as a third option between the Mom and Dad’s battle between over-planning and wild speculation, concern for the future and obsession with “what worked” in the past—as both occupy our resources without agile process or priorities for the innovations we need going forward in society. Agile is portrayed as an inquisitive, experimental, brilliant child who still lives above the garage at her parents’ house—and it’s time for her to move out.

Veröffentlicht in: Business
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Growing Up Fast: How New Agile Practices Can Move Marketing And Innovation Past The Old Business Stalemates

  1. 1. Agile Marketing: New Ways of Managing a New Era of Marketing (And Business) BitTorrent '1 I l ‘ 4 v - : 'I Q“ Q ‘I I . _.. . p .12 . :’_'v-‘*‘. ‘ "'
  2. 2. GROWING UP FAST BitTorrent u Kaykas
  3. 3. I-§l_-‘Ii J? ‘ ‘ . -_ ‘jILz. OIi3I1L mindjet ‘ Jascha Kaykas-Wolff involver CMO, BitTorrent @KaykaS YAHOO! Microsofi A webtrends BitTorrent a Kaykas
  4. 4. WATERFALL t n 8 f m M B
  5. 5. CUSTOMER MARKETING BitTorrent a Kaykas
  6. 6. .. a. ... $$ .5 1.o1.9a. ./. .. .. in .1. «Ir I : - a Kaykas BitTorrent
  7. 7. R E M O T S U C CUSTOMER a Kaykas BitTorrent
  8. 8. WATERFALL t n 8 f m M B
  9. 9. Agile Development Manifesto . Satisfy the customer with early and continuous delivery. . Deliver working software frequently and on short cycle times. . Build around motivated individuals and trust, if given the environment and support they need, they will get the job done. . Allow the best architectures. requirements and designs to emerge from self-organizing teams. . At regular intervals, reflect on how to become more effective and adjust behavior accordingly. BitTorrent . Agile processes promote a constant and sustainable pace of development. . Continuous attention to technical excellence and good design enhances agility. . Businesspeople and developers must work together daily. Working software IS the primary measure of progress. . The most efficient and effective information exchange is face-to-face. . Simplicity is essential. It's the art of maximizing the work yet to be done. a Kaykas
  10. 10. CUSTOMER CHANNEL BitTorrent a Kaykas
  11. 11. BitTorrent a Kaykas
  12. 12. CUSTOMER CUSTOMER BitTorrent a Kaykas
  13. 13. WATERFALL t n 8 f . m M B
  14. 14. THE AGILE ERA: BEGINNING NOW? BitTorrent
  15. 15. Agile Marketing Manifesto 1. Validated learning over opinions and conventions 2. Customer focused collaboration over silos and hierarchy 3. Adaptive and iterative campaigns over Big-Bang campaigns 4. The process of customer discovery over static prediction 5. Flexible vs. rigid planning 6. Responding to change over following a plan 7. Many small experiments over a few large bets BitTorrent‘ lz_zVKaykas
  16. 16. A QUICK AND DIRTY HISTORY OF BUSINESS MANAGEMENT BitTorrent‘
  17. 17. The Efficiency Era 18805-1940 BitTorrent a Kaykas
  18. 18. The Social Era 1940-1980 qi KKKK as
  19. 19. The Shareholder Value Era 1980—current BitTorrent
  20. 20. THE AGILE ERA: NOW! BitTorrent
  21. 21. BitTorrent‘ THE AGILE TOOLBOX
  22. 22. Storytelling is Math BitTorrent a Kaykas
  23. 23. Character and Plot BitTorrent a Kaykas
  24. 24. Hypothesis Testing BitTorrent a Kaykas
  25. 25. Feedback BitTorrent ct Kaykas
  26. 26. How to Provide Feedback 1. Describe Begin any feedback by describing what you like about an idea. If you don’t see or hear anything you like, look harder. Find something- anything—positive. Without positive feedback in the beginning, there is no trust in collaboration. BitTorrent‘ 2. Analyze Try to interpret the meaning of what you see. What does the form or idea evoke in your mind? What does it make you think of? Now see it from the perspective of a customer and try to analyze how the idea fits into one of your user stories. 3. Evaluate After you've described the idea and interpreted the meaning, you can begin to raise concerns or introduce why you think a particular execution may fall short of its goal. Try to make a judgment based on the criteria of the idea. ‘<_1VKaykas
  27. 27. The Backlog is Your Priority BitTorrent a Kaykas
  28. 28. Culture is More Than Words BitTorrent a Kaykas
  29. 29. How to Get Started 1. Start Small. 2. Make it Cross-Functional. 3. Create Muscle Memory. DO select one project. DON'T create Pick a proiect that has lots of tradi- Overuse the stand-up. Facilitates a sprint. tional hancloffs (e. g., writer, designer, acceptance of the process. Nothing developer). Landing page. SEM WIII help you move through challenges target. Nurture campaign. culturally or practically like seeing each other and explicitly focusing on what is being done. You only need one strong success emotionally to get the team excited about the process reorganization into agile. BitTorrent a Kaykas
  30. 30. BitTorrent‘ HOW NEW AGILE PRACTICES CAN MOVE MARKETING AND INNOVATION PAST THE OLD BUSINESS STALEMATES Bl JASCHA l<AYKAS~WOLFF AND KEVIN FANN ILLIJSTIIATION AND uessrm‘ L-ii SEAN MARTINEZ
  31. 31. '1 l l I — — 'I ‘u - / Thank You! aaaaa as

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