Agile Marketing is a rocket ready for lift off! For years software development teams have improved and honed their agile skills helping them deliver more value to their customers more frequently. Delivering more value to your customers, more frequently, is key to scaling your own company. Learn how marketing teams across the globe are adopting agile practices to deliver campaigns that are more targeted and result in higher engagement. Use these five tips to effectively scale a marketing team to respond to opportunities as they arise, not months after. Presented at the worldwebforum 2014 in Zurich, Switzerland

2. NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM
agile marketing team
FIVE TIPS TO BUILD A HIGH PERFORMANCE

3. Why?
Markets change rapidly.
http://solutions.forrester.com/bma-survey-findings-ramos/

4. Waterfall
is
Predictive
PLAN
BUILD
DEPLOY
REVIEW
6 - 12 months

5. Waterfall
is
Predictive
PLAN
BUILD
DEPLOY
REVIEW
CHANGE
6 - 12 months

6. Agile
is
Adaptive
PLAN
DEPLOY
BUILD
1 or 2 week cycles
REVIEW

7. Agile
is
Adaptive
PLAN
DEPLOY
BUILD
CHANGE
1 or 2 week cycles
REVIEW

8. Agile
is
Adaptive
1 or 2 week cycles
BUILD
LEARN MEASURE

9. Agile Adoption
27%
2006 State of Agile
Development Survey
http://www.versionone.com/pdf/stateofAgiledevelopmentsurvey.pdf

10. Agile Adoption
84%
2013 State of Agile
Development Survey
http://www.versionone.com/pdf/7th-Annual-State-of-Agile-Development-Survey.pdf

11. http://www.versionone.com/pdf/7th-Annual-State-of-Agile-Development-Survey.pdf

12. Better outcomes
for customers.
!
Faster.

13. build a cross-functional team
what is agile marketing?
test and validate ideas
develop t-shaped people
look at the whole product
exploit opportunities

14. test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities

15. Creative
Design
Copy
Digital
Functional
Teams
Teams
Teams
Teams
PrintTeams

16. http://www. jokeroo.com/pictures/funny/misalignment-of-the-rails.htmlhttp://www.directindustry.com/prod/saelen-industrie/wood-chippers-61664-874257.html

17. Print
Creative Copy
Design Digital
Sales
Agile
Marketing
Team

18. PrintCreativeCopyDesignDigitalSales
Agile
Marketing
Team

19. Design
Creative
Copy
Digital
Print
Cross-Functional
Team Team Team Team Team Team

20. Cross-Functional Team

21. Empower the team to
deliver as fast as possible

22. develop t-shaped people
test and validate ideas
what is agile marketing?
look at the whole product
exploit opportunities
build a cross-functional team

23. Creative
Creative
Design PrintCopy Digital

24. Creative
Creative
Design PrintCopy Digital

25. http://en.wikipedia.org/wiki/Achilles'_heel

26. Creative
PrintCopy
Digital
Team
Creative
Design
Print
Digital
Sales
Copy Design
Design
Digital
Creative Design
Digital
Creative Design

27. Pairing

28. Amplify team learning
with t-shaped people

29. test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities

30. It is a capital mistake to
theorise before you have all the
evidence.
It biases the judgment.
SHERLOCK HOLMES
”
“

31. BUILD
LEARN MEASURE

32. Hypothesis
Adding an arrow to the
checkout button will
increase conversion by 15%
CHECKOUT ➜
Original (A) Test (B)
CHECKOUT CHECKOUT ➜
Test (C)

33. BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE BUILD
LEARN MEASURE BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
BUILD
LEARN MEASURE
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
MEASURE
LEARN MEAS
BUILD
LEARN MEASURE
BUILD
LEARN MEA
BUILD
LEARN MEA

34. BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE BUILD
LEARN MEASURE BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEAS
BUILD
LEARN MEASURE
BUILD
LEARN MEA
BUILD
LEARN MEA
BUILD
LEARN MEASURE
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
MEASURE

35. BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE
BUILD
LEARN MEASURE

36. Learn through failure

37. test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities

39. DemandGen
Website Team
Product Team
Renewals

40. Agile Marketing Team

41. Agile Marketing Team

42. User Story Mapping

44. Optimise the whole
customer experience

45. test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities

49. Be Agile

50. test and validate ideas
develop t-shaped people
build a cross-functional team
what is agile marketing?
look at the whole product
exploit opportunities

51. PHOTO OF RETROSPECTIVE
Retrospective

52. Continuous Improvement

53. !
better outcomes for customers.
!
Faster.
@njm @worldwebforum
Agile Marketing is delivering

54. Thank you!
!
NICHOLAS MULDOON • AGILE COACH • TWITTER • @NJM