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The Agile Marketing [R]Evolution: How to Harness the Power of Change

Our belief that we have to "go big or go home" is holding us back from starting down the path towards agility. Instead of making a big bet on agile, we should take the agile approach and embrace incremental expansion and iterative improvement. These are the stories of three first-rate marketers doing just that.

Slides from the 2017 PAICR keynote presentation.

The Agile Marketing [R]Evolution: How to Harness the Power of Change

  1. 1. The Agile Marketing [R]Evolution How to Harness the Power of Change Andrea Fryrear, President and Lead Trainer
  2. 2. Go Big or Go Home.
  3. 3. Selective Abstraction: Taking a detail out of context and believing it while ignoring the rest of the context.
  4. 4. Selective Abstraction: Taking a transformation out of context and attributing it to a big change while ignoring everything that led to it.
  5. 5. Selective Abstraction In Action Big Change
  6. 6. Ignored Context 1st Small Change
  7. 7. Agile Transformation
  8. 8. Today Big Change? Big Results!!Status Quo IF No IF Yes
  9. 9. Margaret
  10. 10. Big transformation
  11. 11. Bob
  12. 12. Bob’s Prob
  13. 13. Deborah
  14. 14. Deb’s Dilemma
  15. 15. Renee
  16. 16. Renee’s Riddle
  17. 17. Content Diversity
  18. 18. Content Diversity
  19. 19. Content Diversity
  20. 20. Don’t go big. Get big.
  21. 21. Get a big change without making a big change.
  22. 22. Today Small Change Small Win Small Lesson Small Change
  23. 23. The Get Big Curve
  24. 24. Step 1: Start Small The Get Big Curve
  25. 25. Dave Noyle Creative Services Director SunLife Financial
  26. 26. Image credit: Henrik Kniberg
  27. 27. “If we just flipped the switch it would be a bit of a disaster...So we took the pilot approach and launched into one project, two sprints, in a single line of business.”
  28. 28. Right project: Small scope, no urgency
  29. 29. Right project: Small scope, no urgency Right people: Available, flexible partners
  30. 30. Right project: Small scope, no urgency Right people: Available, flexible partners Right perspective: Experimental, trusting
  31. 31. “Our business partners say there’s no way they’d go back. Results are better, the quality is better, and the speed and pace are better.”
  32. 32. Step 1: Start Small Small but strategic The Get Big Curve
  33. 33. When you go big you can also fail big.
  34. 34. Today Big change Big Win Big Fail End Big Change
  35. 35. Low risk increments allow expansion to be safe at first and fast later on.
  36. 36. Marketing Product IT Team 1 Team 2 Team 3
  37. 37. Marketing Product IT Team 1 Team 2 Team 3
  38. 38. Marketing Product IT Team 1 Team 2 Team 3
  39. 39. Marketing Product IT Team 1 Team 2 Team 3
  40. 40. 18,446,744,073,709,551,615
  41. 41. “Humanity’s greatest shortcoming is the inability to understand the exponential function.” -Albert Allen Bartlett
  42. 42. Start small now so you can grow fast later
  43. 43. Step 1: Start Small Step 2: Test SmartSmall but strategic The Get Big Curve Epiphany Point
  44. 44. Epiphany Point: A moment of data-driven revelation, after which you can confidently label an experiment a success or failure.
  45. 45. Start small. Test smart. Grow fast.
  46. 46. Step 1: Start Small Step 2: Test Smart Metrics & measurement around small start Small but strategic The Get Big Curve Epiphany Point
  47. 47. Keith Moor Chief Marketing Officer Santander
  48. 48. 1 year in, 67% associated Santander with the cycles (Barclays only hit 72% in 5 years) Record-breaking 10.3 million bike hires in 2016.
  49. 49. ???
  50. 50. “long booking deadlines or production cycles ... that is what we want to change.”
  51. 51. “We are testing, testing, testing with consumers and getting feedback all the time.”
  52. 52. Influencer Bike Routes Experiments → Success Metrics & measurement around small start Small but strategic The Get Big Curve Epiphany Point
  53. 53. Loyalty +12% NPS highest in 17 years Account satisfaction +10% Positive sentiment 90% (highest ever)
  54. 54. If you test smart, small experiments can deliver results faster than big bets.
  55. 55. When you get big, you iterate on success and leave failure behind.
  56. 56. Complete Campaign! Idea! Selective Abstraction In Action
  57. 57. Time AmountReleased Launch (and cross your fingers) Complete Campaign!
  58. 58. Listicle
  59. 59. Listicle Article
  60. 60. Listicle Article Infographic
  61. 61. Listicle Article VideosInfographic
  62. 62. Epiphany Point AmountReleased Time Complete Campaign!
  63. 63. “Failure” is really just a signpost showing you where NOT to go next.
  64. 64. Iterative improvement + Incremental expansion = the world’s most unfair advantage.
  65. 65. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Every project. Every campaign. Every team.
  66. 66. Marketing Product IT Team 1 Team 2 Team 3 More teams. Minimal disruption.
  67. 67. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Bigger space between steps, but bigger impact w/each change Metrics & measurement around small start Small but strategic Epiphany Point The Get Big Curve
  68. 68. Nick Jue CEO ING Netherlands
  69. 69. 2 Months 5 Board off-sites
  70. 70. 1 site 2,500 employees
  71. 71. Pilot 1 Pilot 2 Pilot 3 Pilot 4 Pilot 5 Epiphany Point
  72. 72. Strategy and Vision Written Agile across headquarters 9 Months
  73. 73. 2,500 employees 250 multidisciplinary Squads 13 Tribes
  74. 74. Tribe Squad Squad Squad Squad Tribe Lead Agile Coac h P P P P P = Product Owner
  75. 75. 40% in new roles
  76. 76. New 3 week onboarding process
  77. 77. Quicker to market Increased employee engagement Reduced impediments and handoffs Improved client experience
  78. 78. Step 1: Start Small Small but strategic The Get Big Curve
  79. 79. Step 1: Start Small Step 2: Test Smart Metrics & measurement around small start Small but strategic Epiphany Point The Get Big Curve
  80. 80. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Bigger space between steps, but bigger impact w/each change Metrics & measurement around small start Small but strategic Epiphany Point The Get Big Curve
  81. 81. Margaret
  82. 82. Margaret’s experiment
  83. 83. Margaret’s pilot team
  84. 84. Margaret’s “small” transformation
  85. 85. “This is no big deal.”
  86. 86. “This is no big deal.”
  87. 87. “This is no big deal.”
  88. 88. “This is no big deal.” “This is amazing!”
  89. 89. You don’t need to make a big change to get a big change.
  90. 90. Find your first grain.

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