Unique insights on applying Agile principles in a marketing context, with Signal, creative strategist Kate Bordwell and bestselling author Neil Perkin, exploring the challenges involved in adopting Agile ways of working in the ‘real world’.

1. # W T F I S A G I L E M A R K E T I N G
AgileMarketingfor
theRealWorld
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

2. I N T R O D U C T I O N S
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
JohnRowley
C E O O F C E L L O S I G N A L G R O U P

3. T O N I G H T ’ S A G E N D A
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
DavidHammond
A G I L E M A R K E T I N G
I N P R A C T I C E
NeilPerkin
A G I L E M A R K E T I N G
& T R A N S F O R M AT I O N
KateBordwell
B E C O M I N G
A G I L E

4. AgileMarketing
andTransformation
N E I L P E R K I N
# W T F I S A G I L E M A R K E T I N G@ N E I L P E R K I N

5. “One of the most influential people in the UK digital
industry.”
British Interactive Media Association
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

6. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

7. H T T P : / / W W W - 9 3 5 . I B M . C O M / S E R V I C E S / C - S U I T E / S T U D Y /
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

8. S O U R C E :
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

10. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

11. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

12. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

13. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

14. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

15. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

16. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

17. ‘Everyonehasaplan
untiltheyget
punchedintheface’
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

18. S C A L E A D A P T A T I V E
S C A L E
L E A R N F A S T A T
S C A L E
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

19. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

20. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

21. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

22. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

23. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

24. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

25. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

26. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

27. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

28. ‘Stubborn on vision,
flexible on details’
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

29. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

30. A U T O N O M Y
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

31. H I G H S Y S T E M
L O W S Y S T E M
H I G H
E M P A T H Y
L O W
E M P A T H Y
Human-centred,
responsive at scale
Humantist, relational,
limited scale
Efficient but cold
Chaotic
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

32. H I G H S Y S T E M
L O W S Y S T E M
H I G H
E M P A T H Y
L O W
E M P A T H Y
D A T A
C R E A T I V E
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

33. P R O D U C T
Eradicate friction,
be useful, helpful
Designing systems
Targeting existing behaviours
M A R K E T I N G
Turning attention towards something,
an intervention, or interruption
Telling stories
Trying to create new behaviours
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

34. Mullet strategy:
Neat and respectable
at the front, wild and
hairy at the back
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

35. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

36. H T T P : / / W W W . O N LY D E A D F I S H . C O . U K / O N LY _ D E A D _ F I S H / 2 0 1 5 / 0 7 / T H E - T H R E E - T Y P E S - O F - P R O B L E M - I N - T H E - W O R L D . H T M L
T H E R E A R E T H R E E T Y P E S O F P R O B L E M I N T H E W O R L D …
@ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

38. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

39. @ N E I L P E R K I N # W T F I S A G I L E M A R K E T I N G

40. # W T F I S A G I L E M A R K E T I N G
H T T P S : // M E D I U M . C O M / B U I L D I N G - T H E - A G I L E - B U S I N E S S
W W W . O N LY D E A D F I S H . C O . U K
@ N E I L P E R K I N

41. Thankyoufor
yourtime
N E I L P E R K I N
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

42. Thisisthemasterfile.
Pleasemakeacopy
beforeediting.
W H I L E T H I S I S A L I S T O F C O M M O N S L I D E T E M P L AT E S , I T I S N O T E X C L U S I V E .
G E T C R E AT I V E , H A V E F U N A N D C R E AT E G R E AT D E C K S !
AgileMarketing
inPractice
D A V I D H A M M O N D
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

43. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
DavidHammond
D I G I TA L S T R AT E G Y & A G I L E C O N S U LTA N T

44. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

45. Areyoudoing
AgileMarketingtoday?
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

46. 32%* S E C O N D A N N U A L S TAT E O F M A R K E T I N G S U R V E Y ( J A N 2 0 1 9 )
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

47. Whatdowemeanby
‘AgileMarketing’?
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

48. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

49. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
WhatAgilemethodologyareyou
following?

50. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
WhatAgilepracticesdoyouuse?

51. Howtopractice
AgileMarketing
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

52. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
1.Clarifyyourobjectives

53. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
2.FormanAgileMarketingteam

54. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
3.Buildabacklog…

55. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
…andprioritiseit

56. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
4.Runasprint…

57. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
…orsetupaKanbanboard

58. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
5.Usedailystand-ups

59. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
6.Runregularretrospectives

60. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
Kanban board - to show progress
toward completing tasks and goals
Project learnings and
retrospective
outcomes
Backlog - to
show what is
planned next
Metrics Board - regular
tracking of key project
metrics e.g.sales
figures, cSaT
7.Shareyourresults

61. @ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G
1. Clarifyyourobjectives
2. FormanAgileMarketingteam
3. Buildabacklog…andprioritiseit
4. Runasprint…orsetupaKanbanboard
5. Dailystand-ups
6. Regularretrospectives
7. Shareyourresults

62. Thankyoufor
yourtime
D A V I D H A M M O N D
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G

63. Thisisthemasterfile.
Pleasemakeacopy
beforeediting.
W H I L E T H I S I S A L I S T O F C O M M O N S L I D E T E M P L AT E S , I T I S N O T E X C L U S I V E .
G E T C R E AT I V E , H A V E F U N A N D C R E AT E G R E AT D E C K S !
BecomingAgile
K AT E B O R D W E L L
@ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

64. @ K B O R D W E L L
Using‘agile’tomake
thingsmeaningful
• How I ‘became agile’
• ‘Agile’ innovation
• How you can use agile, lean and
design thinking methods to deliver
meaningful outcomes
TodayI’mgoingtotalkabout:
# W T F I S A G I L E M A R K E T I N G

65. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
HowIbecame‘agile’

66. “..atimeboxed,iterativeapproach
tosoftwaredeliverythatbuilds
softwareincrementallyfromthe
startoftheproject,insteadoftrying
todeliveritallatonceneartheend.”
@ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
- N I S H A N T S H A R M A -

67. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

68. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

69. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

70. “Thecollaborativeprocessof
makingpersonas*isfarmore
importantthantheartefactsit
leavesbehind.”
@ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
- M E , P A R A P H R A S I N G L O T S
O F P E O P L E O N T W I T T E R -
* O R A N Y T H I N G E L S E

71. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

72. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
‘Agile’innovation

73. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
Innovation…now,new,andnext

74. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
Innovation…newideasthathave
meaningfulimpactoncustomers

75. “Defineyourselfintermsof
thebenefitsyoudeliver,notin
termsofwhatyoudo.”
@ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
- G U Y K A W A S A K I -

76. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
Using‘agile’todeliver
meaningfuloutcomes

77. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G
Beingagile
meansyou
don’tneeda
strategy
Beingagilemeans
youneedarobust
strategybasedon
dataandinsight

78. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

79. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

80. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

81. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

82. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

83. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

84. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

85. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

86. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

87. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

88. @ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

89. Thankyoufor
yourtime
K AT E B O R D W E L L
@ K B O R D W E L L # W T F I S A G I L E M A R K E T I N G

90. Q&Awithour
panelofspeakers
# W T F I S A G I L E M A R K E T I N G
@ C E L L O S I G N A L # W T F I S A G I L E M A R K E T I N G