This document discusses Agile Marketing and its key principles and processes. Agile Marketing uses self-organizing, cross-functional teams that work in frequent iterations to focus on delivering value to customers. It aims to drive growth through rapid feedback and emergent solutions. The process involves defining concepts, measuring performance through iterations of development, testing, and learning from launches. Agile Marketing prioritizes responding to change over rigid plans and values testing and data over opinions. It focuses on delivering customer value through collaboration, transparency, and frequent experiments.
5. Agile Marketing is an âorganizational
effectiveness strategy that uses self-organizing,
cross-functional teams doing work in frequent
iterations.â
6. Agile Marketing is an âorganizational
effectiveness strategy that uses self-organizing,
cross-functional teams doing work in frequent
iterations.â
7. Agile Marketing âaims to drive growth by
focusing team efforts on those that deliver value
to the end-customer.â
9. No great marketing
decisions have ever been
made on quantitative data.
John Sculley (Former CEO of Apple & Pepsi)
10. The aim of marketing is to know
and understand the customer so
well the product or service fits him
and sells itself.
Peter Drucker (Management consultant, educator, and author)
12. AGILE MARKETING
Agile marketing is a high-communication, low
documentation, rapid iteration process
designed to provide more frequent, more
relevant and highly measurable marketing
programs.
Definition
RAPID
INTERACTION
LOW
DOCUMENTATION
HIGH
COMMUNICATION
IDC, Agile Principles and Practices, 2010
13. AGILE MARKETING
Elements
WHERE SMALL,
HIGHLY-COLLABORATIVE TEAMS
WORK IN A SERIES
OF SHORT CYCLES
AN ITERATIVE AND
ADAPTIVE PROCESS
INCORPORATING
RAPID FEEDBACK,
TO DELIVER
EMERGENT SOLUTIONS,
EMPHASIZING TRANSPARENCY
AMONG ALL STAKEHOLDERS.
15. Agile Marketing is NOT
Exactly like Agile Software Development
Following Scrum framework to the letter
An excuse not to plan
Going as fast as possible all the time
A way to force teams to accept changes constantly
17. AGILE MARKETING
Process
CONCEPT &
DEFINITION
PERFORMANCE
MEASUREMENT
AGILE PUBLISHING AND MARKETING PROCESS
ITERATION 1 ITERATION 2 ITERATION 3
Describe Develop
Learn Test
Launch
Describe Develop
Learn Test
Launch
Describe Develop
Learn Test
Launch
CONCEPT REALIZATION
PRODUCTION AND DEPLOYMENT
§ Define user interactions
§ Create product and look and feel
§ Test and launch
§ Benchmark performance
§ Analyze statistics
§ Measure ROI / Customer satisfaction
§ Identify target market, market
size and customer needs
§ Assess competition
§ Select technology
18. Voiced through âstakeholder
storiesâ written in plain text.
CUSTOMER DRIVEN
2-week sprints
Measure regularly and often
ITERATIVE & ACCOUNTABLE
Focus on VOC (Voice of the Customer)
By product owner & empowered
scrum master.
FLEXIBLE & CREATIVE
SCRUM TEAM
AGILE MARKETING
Process
19. Voiced through âstakeholder
storiesâ written in plain text.
CUSTOMER DRIVEN
1-week iterations
Measure regularly and often or
continuously
ITERATIVE & ACCOUNTABLE
Focus on VOC (Voice of the Customer)
By product owner & empowered
agile team leader.
FLEXIBLE & CREATIVE
WAR ROOM TEAM
AGILE MARKETING
Process
23. AGILE MARKETING
Conventional Marketing Process Vs The Agile Marketing Process
BIG
STRATEGY
NEW BIG
STRATEGY
FOCUS GROUPS
Tests with consumers / customers
ADJUST BIG LAUNCH
Campaign, Ad, Website, etc.
MEASURE
LITTLE
STRATEGY
ITERATION CYCLE
Plan. Design.
Launch. Measure
INSIGHTS
LITTLE
STRATEGY
ADJUST
ITERATION CYCLE
Plan. Design.
Launch. Measure
A.
CONTINUE
B.
TRY
STH.
ELSE
LEARNING CURVE
MARKETING
CONVENTIONAL
PROCESS
MARKETING
AGILE
PROCESS
24. RIGID PLANS (WATERFALL) AGILE ITERATIONS
Traditionally, marketing management follows a well-structured
stages plan like a quarterly or yearly marketing plan.
PRODUCE
DEPLOY
REVIEW
Agile software developers invented new adaptive
management methodologies like Scrum or Kanban.
24h
TIME-BOX
SPRINT
AGILE MARKETING
Process
25. AGILE MARKETING
Traditional Marketing Vs The Agile Marketing
REAL-TIME
FRESHCONTENT
DAILY
CREATIVE, REAL-TIME
TRADITIONAL MARKETING THE AGILE MARKETING
6 MONTHS
2X PER YEAR
RIGID FIXED EXECUTIONS EXECUTION
CADENCE
ASSETS
TIME
FRAME
âARTIFACTâ IMAGES,
VIDEOS, TAGLINES
27. AGILE MARKETING
Manifesto
RESPONDING TO CHANGE
over FOLLOWING A PLAN
TESTING &DATA
over OPINIONS & CONVENTIONS
INDIVIDUALS & INTERACTIONS
over TARGET MARKETS
RAPID ITERATIONS
over BIG CAMPAIGNS
MANY SMALL EXPERIMENTS
over A FEW LARGE BETS
COLLABORATION
over SILOS & HIERARCHY
www.agilemarketingmanifesto.org
29. AGILE MARKETING
Focus on the Customer
CUSTOMER
FIRST
CONSUMER-
CENTRIC
CONSUMER
RELEVANT
PERSONALIZED
AND RESPONSIVE
FEEDBACK-
DRIVENMARKETING
TACTICS
30.
31. AGILE MARKETING
Top Ten Reasons to Implement Agile Marketing
The velocity of marketing is
increased over time to further
productivity.
PRODUCTIVITY
Honest and clear information is
communicated to help customers
make buying decisions.
COSTURMER SATIFACTION
Marketing teams are closely
engaged with customers in an
honest and candid relationship.
TRANSPARENCY
Prioritizing companyâs needs,
continuing successful marketing
measures, increasing customer
satisfaction all lead to increased
competitiveness.
COMPETITIVENESS
Stakeholders prioritize requests
and see how resources can be best
deployed.
PRIORITIZATION
Transparency allows improved
communication with management,
sales and development. Also,
improved teamwork helps
overcome obstacles.
INTERNAL
COMMUNICATION
Communicating contribution,
measuring results and investing
time in what works.
MEASURABILITY
Marketers who have a deep
understanding of agile marketing
are in high demand.
GOOD FOR YOUR CAREER
Set aside a portion of marketing
resources anticipating change in
order to be able to quickly adapt.
ADAPTABILITY
Sharing what youâre working on
and talking through challenges is
engaging and can be a great
satisfaction.
ITâS FUN!
32. AGILE MARKETING
Spectrum
PR / CONTENT MARKETING
WHITE PAPERS
SALES / DISTRIBUTION
CHANNEL TRAINING
WEB / SOCIAL MEDIA
MOBILE â EMAIL
METRICS
ADVERTISING & PROMOTION
EVENTS / LEAD GENERATION
SUPPLY CHAIN /
MANUFACTURING
CUSTOMER
SERVICE & SUPPORT
PACKAGING
MERCHANDISING
FINANCE / HR
OPERATIONS
PRODUCT MANAGEMENT
RESEARCH
DEVELOPMENT ROADMAPS
39. 1. The Vision - Marketing Owner should articulate a vision of how the product will be
marketed.
The Marketing Owner should also publish a one-page summary each quarter of marketing
âthemesâ.
2. Setting Priorities - Whether your team is practicing Kanban, Scrum or a combination of
both, someone needs to set the priorities. This responsibility falls to the Marketing
Owner.
3. Allocating Respources - The Marketing owner allocates resources â cross teams - to
ensure that the work gets done efficiently, without bottlenecks.
Marketing Owner
Responsibilities
42. AGILE MARKETING
Stakeholder Story Template
PRIO STAKEHOLDER STORY SUCCESS CRITERIA OWNER POINTS & STATUS
1 A specific description of a task from the stakeholder
perspective.
Should start with âAs a _______ (stakeholder), I
want to ______ (task), so that ______
(desired result).â
List specific activities, if story becomes too large,
consider ways you could break it up. Ensure
dependencies are noted.
Measureable results.
What defines âdoneâ?
(like prototype launched)
Name How difficult is this task?
Velocity & points get
refined over time.
2 A specific description of a task from the stakeholder
perspective.
Measureable results. Name Difficult points
43. AGILE MARKETING
www.wheretoplay.co This work is licensed under Creative Commons Attribution-
NonCommercial- ShareAlike 4.0 International license.
DATE
NAME
THE MARKET OPPORTUNITY NAVIGATOR
MARKET OPPORTUNITY SET ATTRACTIVENESS MAP
QUICK WIN
market opportunity = any combination of application + customer
Use sticky-notesâą to represent each market opportunity
GOLD MINE PLACE IN STORAGE
KEEP OPEN
PURSUE NOW
QUESTIONABLE
MOON SHOT
POTENTIAL
CHALLENGE
AGILE FOCUS DARTBOARD
Use Worksheet 1 to identify potential market
opportunities, and place them in the set
Use Worksheet 2 to evaluate the atractiveness of each
market opportunity, and place each one on the map
Use Worksheet 3 to design your Agile Focus
strategy, and mark it on the dartboard
Low Mid High Super High
Super
High
High
Mid
Low
3
2
1
48. THE REAL WORLD DOESNâT REWARD PERFECTIONISTS.
IT REWARD PEOPLE WHO GET THINGS DONE.
EXPERIENCES
49. Marketing War Room
âą The concept of the War Rooms is an mashup
of concepts:
â Discovery/Delivery Tracks
â Extended Team (see Lean UX)
â Value Stream Map
this is only an
example taken
from many
experiences