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Agile Marketingby Scott Brinker   @chiefmartec
Do you like multiplication?
Multiplication of    touchpoints.
Multiplication of content.
Multiplication of devices.
Multiplication of technologies.
Multiplication of data.
“There must be a ponyin here somewhere!”
Multiplication of ideas.
Holy cats!It’s a full-time jobjust keeping up withall the things youshould be keepingup 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.
High-metabolism     marketing.
What’s next? Something even faster?
Warp-drive marketing?
Is it too late to consider a career changeto something more tranquil?
Like a role on Deadliest Catch?
TRUE FACT: Commercial Alaskan king crabfisherman have longer average      tenure than CMOs.
CMO tenure: 4.8 years     Source: CMO Survey, February 2013, www.cmosurvey.org
But we love marketing.
We need a more enlightenedapproach to change.
Agile marketing.
Buzzworddu 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” isapplying agile management methods    in the context of marketing.
So what is agile management?
An iterativeand adaptiveprocess
An iterativeand adaptiveprocesswhere small, highly-collaborativeteams
An iterativeand adaptiveprocesswhere small, highly-collaborativeteams   work in a series of short cycles,
An iterativeand adaptiveprocesswhere small, highly-collaborativeteams   work in a series of short cycles,    incorporating...
An iterativeand adaptiveprocesswhere small, highly-collaborativeteams   work in a series of short cycles,    incorporating...
An iterativeand adaptiveprocesswhere small, highly-collaborativeteams   work in a series of short cycles,    incorporating...
FOUL:Gobbledygookon the stage.
An iterativeand adaptiveprocesswhere small, highly-collaborativeteams   work in a series of short cycles,    incorporating...
An iterative and adaptiveprocesswhere small, highly-collaborative teams   work in a series of short cycles,    incorporati...
A brief history of “agile.”
It began with software engineers...
“Waterfall” project management.
This is a predictive process,   not an adaptive one.
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.
An agile task board.
Driven by user stories.  As a ____(role)_____,  I want __(goal/desire)_  so that __(benefit)___.
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...
Potentially shippable increment.
The sprint review.
The sprint retrospective.
Inspect, adapt, repeat.
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 priorities77% Improved project visibility        Source: VersionOne 6th A...
Benefits of adopting agile:84% Ability to change priorities77% Improved project visibility75% Increased productivity      ...
Benefits of adopting agile:84% Ability to change priorities77% Improved project visibility75% Increased productivity72% Im...
Benefits of adopting agile:84% Ability to change priorities77% Improved project visibility75% Increased productivity72% Im...
What does this have to do   with marketing?
The marketing planis dead.
Who killed themarketing plan?
The connected customer.
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Hey, whotwisted upmy funnel?
The Cynefin Framework(pronounced ku-nev-in)
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 ina complex environment?
Probe, sense, respond.Experiment.
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 adaptagile development  methodologiesto help us manage complex, modern    marketing?
Short answer: yes.
Agile Development Values
Agile Marketing ValuesIndividuals and interactions  over processes and tools.
Self-organizing teams.High-bandwidthcommunications.          Direct customer interactions.
Agile Marketing ValuesResponding to changeover following a plan.
Respond to market feedback.Avoid “sunk cost” traps.Act on new opportunities.
Agile Marketing ValuesRemarkable customer experiencesover formalized internal procedures.
Marketing is not manufacturing.“The model is not reality.”              Customers don’t see silos.
Agile Marketing Values       Testing and dataover opinions and conventions.
Beware the HiPPO.Seek “validated learning.”            Detect when things change.
Agile Marketing ValuesMany small experiments over a few large bets.
Adaptive and iterative campaignsover “Big Bang” campaigns.Probe, sense, respond.              Discovery over prophecy.
Agile principles have many advocates.
Big data thrives with experimentation.
Big Data             Generate             hypotheses   Big Testing     Prove cause-             and-effect   BigExperience...
Agree in principle?How does that translate into practice?
If agile developmentdelivers software, what does agile marketing         deliver?
We ship content!
Stories along thebuyer’s journey.   As a ___(persona)____,   I want __(goal/desire)_   so that __(benefit)___.
Marketing missions withsmall, discrete components.
Content marketingis great for agile marketing.
Social media marketingis great for agile marketing.
Web developmentis great for agile marketing.
Search engine optimization (SEO)is great for agile marketing.
Mobile app developmentis great for agile marketing.
Marketing automationis great for agile marketing.
PPC advertisingis great for agile marketing.
Landing page optimizationis great for agile marketing.
Landing page optimizationis great for agile marketing.
Mobile landing page optimizationis great for agile marketing.
Disclosure: my company sells software for agile production ofamazing landing pages (and more).
FOUL:Blatant self-promotion     on the stage.
Many marketingmissions canbe broken into discrete chunks for    iteration and adaptation.
How do you get started?
Read “Essential Scrum”by Kenneth S. RubinFor softwaredevelopment, but Chapter 2will give you a great high-level explanatio...
Read more specifically about      “agile marketing” on the web:http://chiefmartec.com/category/agile-marketing/http://www....
Share and discuss withwith colleagues.                     Not just marketing:                   sales, IT, and beyond.
Win executive support.
Get volunteers for yourfirst agile team.
Prepare for acclimation.Modest expectationsfor your first sprints.
Focus on being agile,not just doing agile.
Brace yourself for resistance.
Most sacred cowsare 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 culture39% General resistance to change        Source: VersionOne 6th Ann...
Why agile adoption fails:52% Inability to change culture39% General resistance to change34% Lack of manager support       ...
“To the uninitiated (and sometimes            even to those in the industry),             this way of working feels like  ...
Challenge in a Complex Domain    “Of primary concern is the    temptation to fall back intotraditional command-and-control...
Is it worth it?
“Accelerated cycles,            increased transparency,           and teaming outside the       typical organizational bou...
Punctuated equilibrium.
Modern marketingis an Olympic sport.
Modern marketingis an Olympic sport.                  It’s better to be agile.
Thank you!     Want to reach me?sbrinker@ioninteractive.com   Twitter: @chiefmartecMore about agile marketing:  http://chi...
Credits:Inspiration from these brilliant people (and others):Agile Marketing       Agile Development   And MoreMatt Blumbe...
Thank you!     Want to reach me?sbrinker@ioninteractive.com   Twitter: @chiefmartecMore about agile marketing:  http://chi...
“There must be a ponyin
“There must be a ponyin
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“There must be a ponyin
“There must be a ponyin
“There must be a ponyin
“There must be a ponyin
“There must be a ponyin
“There must be a ponyin
“There must be a ponyin
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“There must be a ponyin here somewhere!”

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