Rethinking the marketing function in a world of accelerating change - Tom Nickels
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This document discusses agile marketing and the need to rethink the traditional marketing function. It provides an overview of Avaus, an agile marketing firm, and outlines some of the key shifts needed from traditional to agile marketing approaches. Specifically: 1. The pace of change is accelerating, requiring marketing to be more agile and able to quickly respond to changes rather than rely on long-term plans. 2. Marketing and software are merging, so agile marketing combines creativity with iterative software processes. 3. An agile approach focuses on customer needs, uses data and feedback for continuous improvement, empowers cross-functional teams, and prioritizes responding to changes over following rigid plans
Rethinking the marketing function in a world of accelerating change - Tom Nickels
- 1. Agile Marketing: Rethinking the marketing function in a world of accelerating change Asiakkuus 2016 Tom Nickels
- 2. Nordic leader Focus: Combining marketing and technology to drive sales growth Clients: Leading Nordic B2C and B2B companies Technology partners: Adobe, Google, Marketo, Salesforce - Avaus facts 105Employees in 3 offices >40%Average annual growth since 200912Est. revenue 2016 m€ HELSINKI STOCKHOLM GDANSK
- 3. Change The pace of change will never be this slow again
- 4. 1892
- 7. “The Media Jaw” - Marketing is going through radical change Source: Bank of Finland,TNS-Gallup, IAB, Figures corrected for inflation Sweden Finland GDP and Media spend 2007-2014
- 8. Digital media spend is increasing – but Finland is not keeping up with Nordic peers Traditional media - 610 m€ Digital media + 662 m€ Traditional media - 519 m€ Digital media + 164 m€ Shift in media spend 2007-2014 Sweden Finland Source: TNS-Gallup, IAB, Figures corrected for inflation
- 9. In a few years Finnish marketeers will spend as much on Digital&Tech as on media MEDIA DIGITAL SERVICES AND MARKETING TECH Marketing investments in Finland
- 14. Agile Marketing How do we change marketing to respond to accelerating pace of change?
- 15. WHAT IS AGILE MARKETING? • Customer centric and results-driven approach • Ongoing process, rapid learning cycles • Respond to change vs follow a plan • Accountable and empowered x-competence teams
- 16. FOCUS& LEADERSHIP FROM Control risks, avoid mistakes Focus on product & features TO Take calculated risks, learn from mistakes Focus on customer & context Profitability through efficiency Growth through innovation
- 17. TEAM& ORGANISATION FROM Hierarchical decisions and control Departmental silos and objectives: Marketing, sales, IT TO Self-managing integrated teams Shared objectives and accountability
- 18. PROCESS FROM Plan first, then execute Yearly planning cycle TO Rolling plan&review process Ongoing marketing programs Prioritized marketing backlog, respond to change Campaign plans Manual production Automation
- 19. Upsell & Loyalty Customer Experience & Collaboration Customer aqcuisition Delivery& results&feedback “Scrum” Team Program backlog EXECUTIONPROGRAMS Brand & experience Sales & ROMI Priorities & Budget WHAT DOES THIS PROCESS MEAN IN PRACTICE? STRATEGY
- 20. DATA& INSIGHT FROM What customer say Periodic: learnings into planning process TO What customer do Direct KPIs: Sales attribution Real-time: learn&react immediately Indirect KPIs: brand& campaign tracking 3rd party research Own data
- 21. 1. Faster speed to market and response to change 2. Customer focus with services continously evolving based on customer input 3. Better communication and decision making 4. Motivated and proactive teams 5. Better Productivity and Return on Marketing Investment An agile approach to marketing enables organisations to have:
- 22. To sum up…
- 23. • The pace of change is ever increasing – old plan&execute approach no longer relevant • Marketing and Software are merging – how do we combine creativity and software into an integrated agile process? • What are the Best Practices of Agile Marketing? - Customer and results-driven - Focus on people and culture - Respond to change vs follow a plan - Ongoing iterative processes vs one-time campaigns To sum up…