Dear CMO. Your Marketing Plan is Broken

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Read the full blog post: http://www.distilled.net/blog/distilled/dear-cmo-your-marketing-plan-is-broken/ We've been doing a lot of work recently looking into agile marketing. In the slidedeck above we want to make the case for and show off some worthy examples of how and where agile works in the three areas that we really care about and can influence as consultants - budget, people and processes.

Business Technologie

e ar CMO,
DDear
cmo
YOUR MARKETING PLAN IS

Channels are blurring..
Attribution is hard.
Working out your ROI is even harder.

M a r k e t i n g d o e s n ’ t p as s f r o m
brai nstormers to copywriters
to creatives to devs to PRs...

MARKETING IS
a department
EV E R Y B O D Y

big CAN’T
PLANS
to a
ADAPT changing

w rld

WHAT’S YOUR PLAN
WHEN
“PINSTAGRAM 3.0”
SHOWS
UP?

HOW DO YOU KNOW
WHAT YOUR CUSTOMERS
REALLY WANT?

agile
HERE’S THE SOLUTION:

marketing
Why?...

agile
YOUR CUSTOMERS ARE

(my 1 2 m o n t h g r o c e ry
s h op p i n g p l a n d o e s n ’ t e x i s t ! )

so put your customers
AT THE CENTER
of your plans
P L A N NI N G

YOU NEED BUDGET
AND RESOURCES
FOR
R&D today
...so you can confdently invest
i
in marketing TOMORROW.

SO bu ild
t he
case TO INVEST
with data from many

sm a l l e x p er i m e n t s

BE BETTER ABLE TO HANDLE:

*big data
*Balancing risk, innovation
& delivering ROI.
*Confdently reacting to rapid
i
market changes
& technological advances.

HERE’S WHAT
agile
marketing
LOOKS LIKE...

1
agile
budgeting
bu i l ds
R & D as e
e c est.
th inv
to

TIM FERRIS USED ADWORDS
TO SPLIT-TEST HEADLINES
AND PROVE DEMAND
FOR HIS BOOK

It wasn’t his favourite title,
but it’s the title his customers wanted.

APPSUMO
SPENDS 20% OF THEIR
MARKETING BUDGET
experimenting

86% of their
e x p er i m e n t s fa i l .

BUT WHEN AN EXPERIMENT
DELIVERS POSITIVE ROI,
THEY ASSIGN
unlimited budget
TO IT

When they fnd
i
something that works,
t h e y d o n ’ t i m p os e a n y l i m i t s .

DISTILLED USED LAUNCHROCK
TO PROVE DEMAND
FOR DISTILLEDU
HAVE
We didn’t risk marketing
budget for something that
*might* have worked.
We proved the concept
through data frst.
i

2
agile
teams
ODY ting.
RY B r k e
EVE is ma

37SIGNALS CYCLES
everyone
THROUGH
CUSTOMER SERVICE
ON ROTATION
Marketing
isn’t a department.
Marketing is EVERYBODY.

AIRBNB SENDS
PHOTOGRAPHERS TO
PHOTOGRAPH THEIR
CUSTOMERS PROPRETIES
professionally photographed
listings receive an average of
$ 1 0 2 5 M O R E P ER M O N T H
AND 2.5 TIMES MORE BOOKINGS.

MIXCLOUD HAS
NO MARKETING TEAM
OR BUDGET
their
U S ER S
ARE
their
marketing

3 agile
marketing
processes
Repeatable processes
a r e as s e t s
Build the case to invest
w i t h sm a l l e x p er i m e n t s

KICKSTARTER PROJECTS
BUILD THE CASE
TO MAKE PRODUCTS

Seth Godin is even using
Kickstarter to convince book
distributors to stock his
new book in stores.

ZAPPOS HAS BUILT
OVER 50,000
PRODUCT VIDEOS

They’ve built an asset
( p r o ce s s )
that builds an asset
( v i deo content).

THREADLESS
CUSTOMERS VOTE ON
WHICH T-SHIRT DESIGNS
GET PRINTED

37SIGNALS GRADUALLY
UNVEILED NEW FEATURES
OF BASECAMP ON THEIR BLOG

...generating HUNDREDS
of comments that fed into
t h e i r d e v e l op m e n t p r o c e s s ,
whil st also building buzz.

BETABRAND RELEASES
PRODUCT PAGES
BEFORE THE PRODUCT
BECOMES AVAILABLE
TO GAUGE INTEREST

MIXCLOUD TEST IDEAS
THROUGH BROKEN LINKS
TO NEW PRODUCTS
ONSITE, THEN
MEASURES THE CLICKS
they use the results of these
tests to BUILD & ITERATE
o n n e w a n d e x i s t i n g p r o du c t s

THIS APPROACH WILL SAVE
YOU FROM EXPENDING TIME
AND RESOURCES INVESTING
IN PRODUCTS & CHANNELS
PEOPLE DON’T WANT

Read & implement these
agile marketing ideas

http://www.seomoz.org/blog/agile-marketing-whiteboard-friday

http://www.travisarnold.com/agile-marketing-manifestos/

http://www.agilemarketing.net/

http://www.chiefmartec.com/2012/06/everything-is-marketing-
everyone-must-be-agile.html

http://www.distilled.net/blog/marketing-2/agile-marketing-
calling-all-cmos-your-future-online-is-agile/

NIKE
HAVE JUST OPENED
THE API
FOR THEIR
FUELBAND PRODUCT

NOW IMAGINE

any
YOU’RE CMO OF
HEALTH
INSURANCE
COMPANY

with potential access to all
this user exercise data

HOW WOULD YOUR
2012 MARKETING PLAN
HANDLE THAT

?

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