15 Ways Agile for Marketing is Different from Agile for the Rest of Us
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This document discusses how Agile marketing differs from Agile for other teams. Some key differences include that CMOs often come from creative backgrounds, marketing "products" have many independent parts, and marketers are more interested in outcomes than processes. It also notes that Agile helps marketers adapt to increasing uncertainty and be more transparent and effective. The document provides examples of Agile marketing pioneers and meetups that have formed around the topic.
15 Ways Agile for Marketing is Different from Agile for the Rest of Us
- 1. 15 ways Agile for marketing is different from Agile for the rest of us Frank Days Marketing VP, Tesora AgileMarketingBlog.com Agile Maine Meetup – May 2015
- 2. Why I care about Agile? As a tech CMO • Need to be responsive, transparent and adaptive • Never liked marketing plans • Short shelf life
- 3. As an senior executive… Results matter more than documentation so I need a lightweight approach
- 4. Interviews with leading practitioners Since April 2011 Interviewed pioneers Too early Lots of chasing Many renegades
- 5. Agile marketing is a high-communication, low documentation, rapid iteration process designed to provide more frequent, more relevant and highly measurable marketing programs - IDC, Agile Principles and Practices, 2010
- 6. Marketing adoption of Agile
- 7. Agile marketing milestones 2010 IDC creates first real report on Agile Marketing Marketing Agility Podcast 2011 Sprint Zero Meetup in San Francisco Agile marketing manifesto 2012 Pundits come out of woodwork 2013 Agile Marketing meetups gain traction 2014 Interest from mainstream marketing media Growth hacking joins marketing conversation
- 8. We have our own frameworks
- 9. We have our own frameworks
- 10. Rebranding Agile Credit: Scott Brinker Chief Marketing Technologist
- 11. 15 ways that agile is different for marketers
- 12. 1. CMO: Often from a creative background Responsible for entire marketing mix Often more creative than quantitative Sits at table with C-levels Ave tenure: < 4 years Up from < 2 year in 2009
- 13. “Product” often has many independent parts Fewer “Mythical Man” Challenges 2. Not always a single goal
- 14. 3. Many predictable processes/outputs Events Media buying User conferences
- 15. 4. Creativity is rewarded…Process is not
- 16. 5. Marketers are social creatures • 84% of B2B marketers use social media in some form (Aberdeen) • The majority of marketers (59%) are using social media for 6 hours or more each week (Social Media Examiner) • 83% of marketers indicate that social media is important for their business (Social Media Examiner) Source: Hubspot.com
- 17. 6. Marketers are more interested in the what than the how Process/productivity not a top three issue
- 18. 7. Getting more like a poker game…
- 19. 8. Have to deal with sales more
- 20. 9. Marketers love their plans
- 21. 10. And love our “best practices” Event if they are sometimes opinion-based or contradictory
- 22. 11. Hero worship
- 23. 12. Burndowns are infrequent Image: Wikipedia
- 24. 13. Branding and product marketing less dynamic
- 25. 14.The agency biz model is waterfall Many essential functions Advertising Design Media buying Public relations Social media Customer relationship management Database and analytics
- 27. Other observations Product owner and scum master the same Some using user stories More frequently small tech companies More common in digital/demand gen team Some waterfall remains Some interesting innovations
- 28. How is it similar ?
- 29. All are using sprints Image: Wikipedia
- 31. Demos & Videos Downloads Greater integration in mix Site Traffic ‘Actions’ on Site Leads Search Engines SEO & PPC Marketing Automation SalesForce Sales Prospect Email
- 32. More data means more real-time decisions
- 34. Marketing program is a product
- 35. Held more accountable than ever
- 36. Agile marketing or marketing with Agile?
- 37. How Agile helps marketers Adaptive for increasing uncertain channels Transparent process Make team more effective by focusing
- 38. Agile marketing meetups San Francisco Boston Seattle China Many more
- 39. Agile marketers rockstars Scott Brinker, CEO, Ion Interactive John Cass, Cohost Marketing Agility Podcast Jonathan Colman, Principal Experience Architect at REI Frank Days, Tech CMO and agilemarketingblog.com Jim Ewel, CEO, In Demand Interpreting Jascha Kaykas-Wolf, CMO Mindjet David Quinn, Director of Communications, EMC Neil Perkin, Only Dead Fish Mike Volpe, CMO Hubspot
- 40. Let’s connect Frank Days VP Marketing, Tesora fmdays@tangyslice.com @tangyslice Tangyslice.com Agilemarketingblog.com Agile Marketing Group on Facebook Marketing Agility Podcast on iTunes