Developing an Agile Approach: Why Adaptability Will Be Key for Competitive Marketing in 2017
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The document discusses the importance of agile marketing in adapting to the fast-paced demands of customers in 2017, emphasizing a shift from traditional waterfall methods to a more flexible, iterative approach. It outlines the key principles and mindset of agile marketing, such as customer-centeredness and collaboration, along with practical steps to implement this methodology within marketing teams. Additionally, it highlights the benefits of agile in content development and website design, promoting faster responses to audience needs and data-driven decision-making.
Developing an Agile Approach: Why Adaptability Will Be Key for Competitive Marketing in 2017
- 1. DEVELOPING AN AGILE APPROACH WHY ADAPTABILITY WILL BE KEY FOR COMPETITIVE MARKETING IN 2017
- 2. Contents 1. The Marketer’s Dilemma 2. Intro to Agile 3. Agile Applied to Marketing 4. What’s It Take? 5. Where This Fits 6. Resources
- 3. 1 ∣ THE MARKETER’S DILEMMA
- 4. “Customers across B2C and B2B worlds are developing an insatiable demand for speed, convenience, contextualization and nonstop connectivity.” World Economic Forum
- 5. Because the pace of change is accelerating in all things, we can no longer wait weeks to create new content or months to build and release websites. That’s where Agile Marketing comes in.
- 6. CMG Partners The Benefits of Agile Marketing
- 7. 2 ∣ INTRO TO AGILE
- 8. Waterfall Versus Agile In the Waterfall method, we create business requirements and then follow a strict, linear process to complete a project. In Agile, we conduct a series of sprints and review, adjust and reprioritize work based on results.
- 9. Discover Design Develop Test Business Requirements Technical Design Coding & Testing Click OK & Launch Develop Test Discover Design Sprint #1 Develop Test Discover Design Sprint #3 Develop Test Discover Design Sprint #2 Waterfall Method Agile Method
- 10. CMG Partners’ CMO’s Agenda
- 11. Agile Vocabulary Lesson • User Stories: a description of a software feature from an end- user perspective. The user story describes the type of user, what they want and specific value received • Scrum: a project management method for small team working to complete work requests and reach a common goal • Backlog: an ever-evolving list of work requests assigned to an Agile team • Sprint: a stretch of time (typically, 1-3 weeks) in which an Agile team will work to complete a predetermined set of tasks from the backlog • Kanban: a visual work management approach that uses storyboards, swimlanes and work in progress limits to balance resource capacity, supply and demand • Storyboard: a visual representation of work, usually created using whiteboards and sticky notes or cards (or project management software), used in Kanban • Swim lanes: columns that divide a storyboard by work status (new, in progress, awaiting approval, complete, etc.)
- 12. 3 ∣ Agile Applied to Marketing
- 13. What is Agile Marketing? It’s about changing how a marketing organization – from the top down – looks at work. CMG Partners’ CMO’s Agenda 2 Parts Mindset 1 Part Methodology
- 14. The Agile Marketing Mindset Seven Principles 1. Customer-Centered 2. Data-driven 3. Flexible and Focused 4. Collaborative 5. Iterative and Experimental 6. Clear and Transparent 7. Empowered CMG Partners’ CMO’s Agenda
- 15. Create User Stories Develop Backlog Prioritize Backlog Scope the Project Plan Sprints Regular “Stand- Ups” Review and Re- prioritize Review the Sprint Key Steps to Execute Agile Methodology CMG Partners’ CMO’s Agenda
- 16. The Agile Marketing Team • Marketing Owner – Business Objective • Product Owner – User Stories • Scrum Master – Process • Team Members – Tasks & Deliverables CMG Partners’ CMO’s Agenda Agilemarketing.net
- 17. 4 ∣ WHAT’S IT TAKE?
- 18. Creating the Agile Marketing Mindset CMG Partners’ CMO’s Agenda 5 Steps Step 1 – Create a Shared Purpose Step 2 – Set Clear Objectives Step 3 – Do, Show, Tell Step 4 – Measure, Reward and Reinforce the Right Behavior Step 5 – Hire and Promote the Right People
- 19. Traditional Marketing: Functional Silos Channel Manager Website Manager PPC Specialist Product Manager Content Manager Social Media Manager Email Specialist Chief Strategist
- 20. Agile is about the work of the team, not the individual. The focus isn’t on work product, but on client outcomes that result from departments working together. Scrums get folks out of their silos and talking about what is needed to produce results and overcome obstacles.
- 21. Agile Marketing: Objective-driven, Cross-functional Teams Team 1 Team 2
- 22. Collaboration is the key to success in Agile marketing. And collaboration requires flexibility, transparency and empowerment.
- 23. 5 ∣ WHERE THIS FITS
- 24. Content Marketing “With a waterfall approach …we go into our bubble to make a huge amount of content. By the time we’re ready to deliver … our customers’ interests and concerns – or the channels we had planned to use – might have changed.” Content Marketing Institute Agile in Content Development • Faster, shorter release schedules (measure, refine, repeat/improve) • Data-driven decision-making • Series of small, evolving plans (editorial calendars) that allow teams to adjust strategy and incorporate new trends/innovations more rapidly • Identify shifts in audience needs, experiment with content and closely track success or failure
- 25. Website Design* “Your website is the centerpiece of all your marketing activities…” growthdrivendesign.com * Often referred to as growth-driven design in Agile terminology
- 27. Looking to get more Agile? Give us a call or drop us an email. 678-369-0019 info@marsdenmarketing.com
- 28. 6 ∣ Resources
- 29. Resource List 1. “Onward and upward? The transformative power of technology,” World Economic Forum, http://reports.weforum.org/digital- transformation-of-industries/onward-and-upward-the- transformative-power-of-technology/ 2. “7 of the Top Marketing Challenges Marketers Face Today,” Hubspot Blog, https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major- challenges-marketers-face-and-how-to-solve- them.aspx#sm.000yr7fyj17ixem1puv13c8ue98fz 3. “Sixth Annual CMO’s Agenda: The Agile Advantage,” CMG Partners 4. “The Complete Guide to Agile Marketing,” Workfront
- 30. Resource List Continued 5. “How to Stop Working So Hard: Agile Marketers Work Smarter,” Content Marketing Institute, http://contentmarketinginstitute.com/2016/06/agile- marketers-smarter/ 6. ”Your Content Team Can Sprint With Agile Marketing,” Content Marketing Institute, http://contentmarketinginstitute.com/2016/03/content-team-agile/ 7. “What is Growth-Driven Design?” Impact BND, https://www.impactbnd.com/blog/whats-growth-driven-design 8. Growth-Driven Design, http://www.growthdrivendesign.com/ 9. “How to Use Kanban to Scale Your Content Marketing,” Entrepreneur, https://www.entrepreneur.com/article/252051
Editor's Notes
- #5: We can no longer wait to architect & release a new website. Also need to be creating new content constantly. Accelerating pace of change in all things. http://reports.weforum.org/digital-transformation-of-industries/onward-and-upward-the-transformative-power-of-technology/
- #7: “Sixth Annual CMO’s Agenda The Agile Advantage The Methodology,” CMG Partners (Quote & Screenshot)
- #10: Reference link for graphic: http://www.albalenys.com/posts/16 Waterfall states that we create business requirements (document what we think we want) and then follow through a strict process to release. Problem is - that can take a long time and 2 rally big risks occur in that time: 1 – by the time you deliver the result, the market has shifted and no longer needs or want what you did 2 – what seemed like a create idea in concept turns out to be not so great in working practice, and we wasted all this time and money to go back to the drawing board. Agile addresses both of these pitfalls.
- #11: Graphic reference link: http://www.slideshare.net/Managewell/agile-software-development-38182472 Agile is based on conducting a series of sprints and involves review, adjustment and and reprioritization of work based on those results. Hence, it can take longer to get to the end point but it ahs been delivering value all along the process, AND when you do get to the end, you are more more likely to be in synch with both the market, and your company objectives.
- #12: Workfront eGuide: Page 9* as reference
- #14: This is really a lot harder than getting the methodology. Because it’s about changing how the organization – from top down - looks at their work.
- #15: This is really a lot harder than getting the methodology. Because it’s about changing how the organization – from top down - looks at their work.
- #16: This is really a lot harder than getting the methodology. Because it’s about changing how the organization – from top down - looks at their work.
- #19: Even as Marketers who believe we’re stay at the forefront of our discipline, it is incredibly hard to change how we work together while we are running so fast. That’s where the “stop doing the same thing faster” comes in. And that has to start with leadership. Changing not so much the What of our Work, But the How we work together… How we look at our combined efforts – how we hold each other accountable to a shared, higher goal,
- #20: Agile is about the work of the team – not the individual. And the focus isn’t on the work product of any functional department – it’s the customer outcome that is a result of multiple departments working together.
- #22: Scrums help get folks out of their silos and talking together about the problem and what is need to overcome obstacles. Again, when the focus is on the customer outcome, everyone is applying her or his unique expertise to achieve that joint goal.
- #23: Collaboration is the key to success in agile marketing. And Collaboration requires flexibility, transparency and empowerment to succeed.
- #24: Agile may not be the right process for all aspects of your marketing activities. Where and how you choose to implement it deserves careful consideration. Here are a couple of examples of implementing Agile.
- #25: Content Marketing is going through a Hype cycle and is passing form the Peak of Inflated Expectations to the Trough of Disillusionment (at least for the early Adopters). Agile is one key tool to avoid the burnout and frustration of grinding out gads of content, only to see declining returns. Good article for reference: http://contentmarketinginstitute.com/2016/06/agile-marketers-smarter/ Must use data to drive your decisions in an environment of rapid releases, quick learnings, and adjustments. “Since these principles were created for software development, they sometimes clash with the realities of modern marketing.” -CMI “Fortunately, the Agile methodology calls for improving and adapting the methodology itself, so it’s appropriate for us as content marketers to experiment and come up with variations that work for our unique situations.” -CMI
- #26: Content Marketing (Content Marketing Institute) Must use data to drive your decisions in an environment of rapid releases, quick learnings, and adjustments
- #27: A more traditional scrum style may fit better with website design, and is essentially what GDD is all about – launch pad website (essentials) + monthly “sprints” or iterations for constant testing & improvement.