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Agile Marketing




by Scott Brinker   @chiefmartec
Do you like multiplication?
Multiplication of
    touchpoints.
Multiplication of content.
Agile Marketing: Managing Marketing in a World of Constant Change
Multiplication of devices.
Agile Marketing: Managing Marketing in a World of Constant Change
Multiplication of technologies.
Multiplication of data.
“There must be a pony
in here somewhere!”
Multiplication of ideas.
Holy cats!

It’s a full-time job
just keeping up with
all the things you
should be keeping
up with.
Unprecedented scale of change.
Unprecedented speed of change.
Stop the ride.
                 I’m going to be sick.
Sorry, this is the new normal.
Real-time marketing.
Agile Marketing: Managing Marketing in a World of Constant Change
Agile Marketing: Managing Marketing in a World of Constant Change
High-metabolism
     marketing.
Agile Marketing: Managing Marketing in a World of Constant Change
What’s next? Something even faster?
Warp-drive marketing?
Is it too late
 to consider a career change
to something more tranquil?
Like a role on Deadliest Catch?
TRUE FACT:
 Commercial Alaskan king crab
fisherman have longer average
      tenure than CMOs.
CMO tenure: 4.8 years




     Source: CMO Survey, February 2013, www.cmosurvey.org
Agile Marketing: Managing Marketing in a World of Constant Change
But we love marketing.
Agile Marketing: Managing Marketing in a World of Constant Change
We need a more enlightened
approach to change.
Agile marketing.
Buzzword
du jour?
Who wouldn’t want to be agile?
Little-a agile: an adjective.
Big-AAgile: a methodology.
Let’s just go with “agile marketing”
   because shift keys are a pain.
“Agile marketing” is
applying agile management methods
    in the context of marketing.
So what is agile management?
An iterativeand adaptiveprocess
An iterativeand adaptiveprocess
where small, highly-collaborativeteams
An iterativeand adaptiveprocess
where small, highly-collaborativeteams
   work in a series of short cycles,
An iterativeand adaptiveprocess
where small, highly-collaborativeteams
   work in a series of short cycles,
    incorporating rapid feedback,
An iterativeand adaptiveprocess
where small, highly-collaborativeteams
   work in a series of short cycles,
    incorporating rapid feedback,
    to deliver emergentsolutions,
An iterativeand adaptiveprocess
where small, highly-collaborativeteams
   work in a series of short cycles,
    incorporating rapid feedback,
    to deliver emergentsolutions,
      emphasizing transparency
       among all stakeholders.
FOUL:
Gobbledygook
on the stage.
An iterativeand adaptiveprocess
where small, highly-collaborativeteams
   work in a series of short cycles,
    incorporating rapid feedback,
    to deliver emergentsolutions,
      emphasizing transparency
       among all stakeholders.
An iterative and adaptiveprocess
where small, highly-collaborative teams
   work in a series of short cycles,
    incorporating rapid feedback,
    to deliver emergent solutions,
      emphasizing transparency
       among all stakeholders.
A brief history of “agile.”
It began with software engineers...
“Waterfall” project management.
Agile Marketing: Managing Marketing in a World of Constant Change
This is a predictive process,
   not an adaptive one.
Agile Marketing: Managing Marketing in a World of Constant Change
In the real world, things change.
Going back up the waterfall
                 is perilous.
There must be a better way.
agilemanifesto.org
Scrum is the #1 agile framework.
Agile Marketing: Managing Marketing in a World of Constant Change
An agile task board.
Driven by user stories.


  As a ____(role)_____,
  I want __(goal/desire)_
  so that __(benefit)___.
Agile Marketing: Managing Marketing in a World of Constant Change
Sprints: 1-4 weeks,
4-8 cross-functional people.
T-shaped people.
The daily 15-minute stand-up.
3 Questions of the Daily Stand-up:

1. What did I do yesterday?
3 Questions of the Daily Stand-up:

1. What did I do yesterday?

2. What am I going to do today?
3 Questions of the Daily Stand-up:

1. What did I do yesterday?

2. What am I going to do today?

3. Are there any impedimentsin my way?
Potentially shippable increment.
The sprint review.
The sprint retrospective.
Inspect, adapt, repeat.
Agile Marketing: Managing Marketing in a World of Constant Change
Benefits of adopting agile:

84% Ability to change priorities




        Source: VersionOne 6th Annual State of Agile Survey
Benefits of adopting agile:

84% Ability to change priorities
77% Improved project visibility




        Source: VersionOne 6th Annual State of Agile Survey
Benefits of adopting agile:

84% Ability to change priorities
77% Improved project visibility
75% Increased productivity



        Source: VersionOne 6th Annual State of Agile Survey
Benefits of adopting agile:

84% Ability to change priorities
77% Improved project visibility
75% Increased productivity
72% Improved team morale

        Source: VersionOne 6th Annual State of Agile Survey
Benefits of adopting agile:

84% Ability to change priorities
77% Improved project visibility
75% Increased productivity
72% Improved team morale
71% Faster time-to-market
        Source: VersionOne 6th Annual State of Agile Survey
What does this have to do
   with marketing?
The marketing plan
is dead.
Who killed the
marketing plan?
The connected customer.
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Hey, who
twisted up
my funnel?
The Cynefin Framework
(pronounced ku-nev-in)
Agile Marketing: Managing Marketing in a World of Constant Change
A Ferrari is complicated.
A rainforest is complex.
Marketing used to be complicated.
Marketing used to be complicated.
       Now it is complex.
This is complex.
This is complex.
This is complex.
From Stretched to Strengthened, IBM Global CMO Study 2011
What do you do in
a complex environment?
Probe, sense, respond.
Experiment.
Agile Marketing: Managing Marketing in a World of Constant Change
Agile Marketing: Managing Marketing in a World of Constant Change
Agile Marketing: Managing Marketing in a World of Constant Change
That, sir, is a dead
 marketing plan.
The yearly marketing plan process
     kind of looked like this:
“Little strategy” marketing cycles
       kind of look like this:
Could we adapt
agile development
  methodologies
to help us manage
 complex, modern
    marketing?
Short answer: yes.
Agile Development Values
Agile Marketing Values


Individuals and interactions
  over processes and tools.
Self-organizing teams.


High-bandwidth
communications.




          Direct customer interactions.
Agile Marketing Values


Responding to change
over following a plan.
Respond to market feedback.

Avoid “sunk cost” traps.




Act on new opportunities.
Agile Marketing Values


Remarkable customer experiences
over formalized internal procedures.
Marketing is not manufacturing.



“The model is not reality.”




              Customers don’t see silos.
Agile Marketing Values


       Testing and data
over opinions and conventions.
Beware the HiPPO.


Seek “validated learning.”




            Detect when things change.
Agile Marketing Values


Many small experiments
 over a few large bets.
Adaptive and iterative campaigns
over “Big Bang” campaigns.


Probe, sense, respond.


              Discovery over prophecy.
Agile principles have many advocates.
Agile Marketing: Managing Marketing in a World of Constant Change
Agile Marketing: Managing Marketing in a World of Constant Change
Agile Marketing: Managing Marketing in a World of Constant Change
Agile Marketing: Managing Marketing in a World of Constant Change
Agile Marketing: Managing Marketing in a World of Constant Change
Big data thrives with experimentation.
Big Data
             Generate
             hypotheses

   Big
 Testing     Prove cause-
             and-effect

   Big
Experience   Deliver better
             experiences
Agree in principle?
How does that translate into practice?
If agile development
delivers software, what
 does agile marketing
         deliver?
We ship content!
Stories along the
buyer’s journey.


   As a ___(persona)____,
   I want __(goal/desire)_
   so that __(benefit)___.
Marketing missions with
small, discrete components.
Content marketing
is great for agile marketing.
Social media marketing
is great for agile marketing.
Web development
is great for agile marketing.
Search engine optimization (SEO)
is great for agile marketing.
Mobile app development
is great for agile marketing.
Marketing automation
is great for agile marketing.
PPC advertising
is great for agile marketing.
Landing page optimization
is great for agile marketing.
Landing page optimization
is great for agile marketing.
Mobile landing page optimization
is great for agile marketing.
Disclosure: my company sells
 software for agile production of
amazing landing pages (and more).
FOUL:
Blatant self-promotion
     on the stage.
Many marketingmissions can
be broken into discrete chunks for
    iteration and adaptation.
How do you get started?
Read “Essential Scrum”
by Kenneth S. Rubin

For software
development, but Chapter 2
will give you a great high-
level explanation of
Scrum, and Chapter 3 is one
of the best articulated
arguments for adopting
agile for any executive.
Read more specifically about
      “agile marketing” on the web:
http://chiefmartec.com/category/agile-marketing/
http://www.agilemarketing.net
http://www.seomoz.org/blog/agile-marketing-whiteboard-friday
http://www.agilemarketingblog.com
http://agilemarketingmanifesto.org
http://www.wordstream.com/blog/ws/2012/10/01/agile-
marketing-guide
http://neilperkin.typepad.com/only_dead_fish/agile-planning.html
http://gregmeyer.com/?s=agile+marketing
Share and discuss with
with colleagues.




                     Not just marketing:
                   sales, IT, and beyond.
Win executive support.
Get volunteers for your
first agile team.
Prepare for acclimation.




Modest expectations
for your first sprints.
Focus on being agile,
not just doing agile.
Brace yourself for resistance.
Most sacred cows
are not agile.
Why agile adoption fails:

52% Inability to change culture




        Source: VersionOne 6th Annual State of Agile Survey
Why agile adoption fails:

52% Inability to change culture
39% General resistance to change




        Source: VersionOne 6th Annual State of Agile Survey
Why agile adoption fails:

52% Inability to change culture
39% General resistance to change
34% Lack of manager support


        Source: VersionOne 6th Annual State of Agile Survey
Agile Marketing: Managing Marketing in a World of Constant Change
“To the uninitiated (and sometimes
            even to those in the industry),
             this way of working feels like
               barely controlled chaos.”


                                                     February 2013




www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058
Challenge in a Complex Domain

    “Of primary concern is the
    temptation to fall back into
traditional command-and-control
       management styles—
to demand fail-safe business plans
     with defined outcomes.”
      – David J. Snowden and Mary E. Boone
    A Leader’s Framework for Decision Making
Is it worth it?
“Accelerated cycles,
            increased transparency,
           and teaming outside the
       typical organizational boundaries
    (both within and outside the company)
            will have great impact.”

                                                     February 2013


www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058
Punctuated equilibrium.
Modern marketing
is an Olympic sport.
Modern marketing
is an Olympic sport.




                  It’s better to be agile.
Thank you!
     Want to reach me?
sbrinker@ioninteractive.com
   Twitter: @chiefmartec

More about agile marketing:
  http://chiefmartec.com

Software to help you be agile:
  http://ioninteractive.com
Credits:




Inspiration from these brilliant people (and others):
Agile Marketing       Agile Development   And More
Matt Blumberg         Kent Beck           David Armano
John Cass             Ron Jeffries        Brian Clark
Jonathon Colman       Mitch Lacey         Steve Denning
Frank Days            Robert C. Martin    Jim Manzi
Jim Ewel              Kenneth S. Rubin    Eric Ries
Neil Perkin           Michael Sahota      Peter Sims
Todd Shimizu          Ken Schwaber        David J. Snowden
Jascha Kaykas-Wolff   Jeff Sutherland     Brian Solis
Thank you!
     Want to reach me?
sbrinker@ioninteractive.com
   Twitter: @chiefmartec

More about agile marketing:
  http://chiefmartec.com

Software to help you be agile:
  http://ioninteractive.com

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