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Winning in the Era of Disruption with Agile Marketing
What does your marketing team
need most to improve
performance?
Poll Question
 Better understanding of the customer
 Faster speed to market
 Experimentation and rapid learning
 Enhanced collaboration
 Clear, shared objectives and priorities
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
Marketers are
facing high
uncertainty and
rapid change
3
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
Sources: *BCG The Evolvable Enterprise, **Microsoft CEO, Satya Nadella, WSJ 7/14
COMPANIES ARE
BEING AGILE
TO ADAPT
GOAL: Test, measure, learn improve
 Build an experimentation engine
Amazon.com conducts A/B testing of
different versions of its website
4
GOAL: Iterate quickly
 Increase the strategy-process
clock speed
Google launches, evaluates, and kills
10 to 15 products each year
 “Flatten organizations and increase
the span of control of people managers
with greater trust between teams”
GOAL: “Be more lean and efficient”
“Microsoft’s move to agile is the inevitable
consequence of moving to the cloud”**
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
AGILE FOR MARKETING
AGILE / AG·ILE /AJƏL/
adjective. Marked by a ready ability to move with quick,
easy grace: having a resourceful and adaptable character.
AGILE FOR MARKETING (A4M™)
A mindset and methodology that transforms culture and
operations so you can execute more efficiently, champion
the customer, and achieve better performance through a
data-driven, iterative approach.
5
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
Traditional marketing
assumes you know the
end point today
A4M uses rapid
learning cycles to
reach goals
MARKETING IS NOT PREDICTABLE
6
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
The Scrum Process – adopted from Software
AGILE IS DESIGNED FOR
CHANGE
7
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
• Small – less than 10
• Self-organizing
• Open communication
SMALL TEAMS
BIG COLLABORATION
• Team-wide visibility
• Low overhead
• Shared purpose
8
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
AGILE MARKETING ACHIEVES
LONG-TERM PLANS IN A WAY
THAT IS ADAPTIVE.
Agile marketing produces faster results because
it enables incremental and iterative delivery.
9
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
AGILE MARKETING PUTS THE
CUSTOMER AT THE CENTER.
10
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
EACH SPRINT PROVIDES AN
OPPORTUNITY TO LEARN & ADJUST
Fail Faster, Succeed Smarter
• Improve speed of decision-making
• Reap the benefits of smaller deliverables
• Adjust your approach based on market feedback
• Experiment with innovative, new ideas
11
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
AGILE MARKETING IS NOT JUST
ABOUT WORKING FASTER,
IT’S ABOUT WORKING SMARTER.
It’s about better allocating
your time and energy into
activities that
produce results.
1 3
4 5
6 7
2
76
12
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
AGILE ALIGNS A STRONG, CLEAR
VISION WITH ADAPTIVE EXECUTION
13
Connect long-term vision
with the current sprint through
prioritization of the backlog.
Connect the current sprint to long-term
vision during sprint review.
Minimize “fire drills” while sprint is in progress
to help maintain strategic focus.
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
BENEFITS OF A4M
Agile Marketers report increases
in team motivation and
productivity.1
Source: CMG Partners research reports CMO’s Agenda 2014
14
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page 15
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
YOU CAN ADAPT AGILE
METHODOLOGIES TO BEST FIT
YOUR ORGANIZATION.
Scrum is just one approach.
16
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
Create your own methodology,
but always draw upon these
8 PRINCIPLES:
1.
FLEXIBLE
2.
DATA
DRIVEN
3.
EXPERIMENTAL
4.
TRANSPARENT
5.
COLLABORATIVE
6.
EMPOWERING
7.
CUSTOMER
FOCUSED
8.
PRIORITIZED
17
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
HOW DO COMPANIES USE A4M?
FULL ADOPTERS
ADOPTED IN DIGITAL/ WEB
ADOPTED ELEMENTS OF THE MINDSET AND METHODOLOGY
18
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
• To better know and serve their Customers
HOW SCOTTRADE USES A4M
19
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
• Better target and
serve the
customer
• Drive rapid
learning
• Focus resources
on top priorities
HOW AN INTERNET GIANT USES A4M
20
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
• To focus on the highest
priority items and have fluidity in planning
HOW HP
USES A4M
21
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
• To use data to be more precise in targeting
the right customers and the right media
HOW KRAFT USES A4M
22
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
WHAT MAKES A4M SUCCESSFUL?
Clear Strategic Direction
Strong Governance
Right Talent
& Tools
Empowered
Teams
Flexibility
Discipline
23
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
Leadership matters.
24
“
Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page
THE BEST WAY TO GET
STARTED WITH A4M?
START.
25
What would you like
to know more about?
Poll Question
 Best practices from other adopters
 Impact on organizational structure
 The process and how it works
 How to engage customers in the process
 How to get started
Thank you
Barre Hardy
Sr. Director
barre.hardy@cmgpartners.com
919.816.5476 | @barreblake

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Building an Agile for Marketing Strategy by CMG Partners for MENG

  • 1. -inar Winning in the Era of Disruption with Agile Marketing
  • 2. What does your marketing team need most to improve performance? Poll Question  Better understanding of the customer  Faster speed to market  Experimentation and rapid learning  Enhanced collaboration  Clear, shared objectives and priorities
  • 3. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Marketers are facing high uncertainty and rapid change 3
  • 4. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Sources: *BCG The Evolvable Enterprise, **Microsoft CEO, Satya Nadella, WSJ 7/14 COMPANIES ARE BEING AGILE TO ADAPT GOAL: Test, measure, learn improve  Build an experimentation engine Amazon.com conducts A/B testing of different versions of its website 4 GOAL: Iterate quickly  Increase the strategy-process clock speed Google launches, evaluates, and kills 10 to 15 products each year  “Flatten organizations and increase the span of control of people managers with greater trust between teams” GOAL: “Be more lean and efficient” “Microsoft’s move to agile is the inevitable consequence of moving to the cloud”**
  • 5. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE FOR MARKETING AGILE / AG·ILE /AJƏL/ adjective. Marked by a ready ability to move with quick, easy grace: having a resourceful and adaptable character. AGILE FOR MARKETING (A4M™) A mindset and methodology that transforms culture and operations so you can execute more efficiently, champion the customer, and achieve better performance through a data-driven, iterative approach. 5
  • 6. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Traditional marketing assumes you know the end point today A4M uses rapid learning cycles to reach goals MARKETING IS NOT PREDICTABLE 6
  • 7. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page The Scrum Process – adopted from Software AGILE IS DESIGNED FOR CHANGE 7
  • 8. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • Small – less than 10 • Self-organizing • Open communication SMALL TEAMS BIG COLLABORATION • Team-wide visibility • Low overhead • Shared purpose 8
  • 9. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE MARKETING ACHIEVES LONG-TERM PLANS IN A WAY THAT IS ADAPTIVE. Agile marketing produces faster results because it enables incremental and iterative delivery. 9
  • 10. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE MARKETING PUTS THE CUSTOMER AT THE CENTER. 10
  • 11. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page EACH SPRINT PROVIDES AN OPPORTUNITY TO LEARN & ADJUST Fail Faster, Succeed Smarter • Improve speed of decision-making • Reap the benefits of smaller deliverables • Adjust your approach based on market feedback • Experiment with innovative, new ideas 11
  • 12. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE MARKETING IS NOT JUST ABOUT WORKING FASTER, IT’S ABOUT WORKING SMARTER. It’s about better allocating your time and energy into activities that produce results. 1 3 4 5 6 7 2 76 12
  • 13. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page AGILE ALIGNS A STRONG, CLEAR VISION WITH ADAPTIVE EXECUTION 13 Connect long-term vision with the current sprint through prioritization of the backlog. Connect the current sprint to long-term vision during sprint review. Minimize “fire drills” while sprint is in progress to help maintain strategic focus.
  • 14. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page BENEFITS OF A4M Agile Marketers report increases in team motivation and productivity.1 Source: CMG Partners research reports CMO’s Agenda 2014 14
  • 15. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page 15
  • 16. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page YOU CAN ADAPT AGILE METHODOLOGIES TO BEST FIT YOUR ORGANIZATION. Scrum is just one approach. 16
  • 17. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Create your own methodology, but always draw upon these 8 PRINCIPLES: 1. FLEXIBLE 2. DATA DRIVEN 3. EXPERIMENTAL 4. TRANSPARENT 5. COLLABORATIVE 6. EMPOWERING 7. CUSTOMER FOCUSED 8. PRIORITIZED 17
  • 18. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page HOW DO COMPANIES USE A4M? FULL ADOPTERS ADOPTED IN DIGITAL/ WEB ADOPTED ELEMENTS OF THE MINDSET AND METHODOLOGY 18
  • 19. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • To better know and serve their Customers HOW SCOTTRADE USES A4M 19
  • 20. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • Better target and serve the customer • Drive rapid learning • Focus resources on top priorities HOW AN INTERNET GIANT USES A4M 20
  • 21. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • To focus on the highest priority items and have fluidity in planning HOW HP USES A4M 21
  • 22. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page • To use data to be more precise in targeting the right customers and the right media HOW KRAFT USES A4M 22
  • 23. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page WHAT MAKES A4M SUCCESSFUL? Clear Strategic Direction Strong Governance Right Talent & Tools Empowered Teams Flexibility Discipline 23
  • 24. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page Leadership matters. 24 “
  • 25. Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page THE BEST WAY TO GET STARTED WITH A4M? START. 25
  • 26. What would you like to know more about? Poll Question  Best practices from other adopters  Impact on organizational structure  The process and how it works  How to engage customers in the process  How to get started
  • 27. Thank you Barre Hardy Sr. Director barre.hardy@cmgpartners.com 919.816.5476 | @barreblake