Agile Marketing by Scott Brinker @chiefmartec
Sep 15, 2014
Agile Marketing
by 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 pony
in here somewhere!”
Multiplication of ideas.
Holy cats!
It’s a full-time job just keeping up with all the things you should be keeping up 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 lateto consider a career changeto something more tranquil?
Like a role on Deadliest Catch?
TRUE FACT:
Commercial Alaskan king crab fisherman have longer average
tenure than CMOs.
Source: CMO Survey, February 2013, www.cmosurvey.org
CMO tenure: 4.8 years
But we love marketing.
We need a more enlightened
approach to change.
Agile marketing.
Buzzword
du jour?
Who wouldn’t want to be agile?
aLittle-a agile: an adjective.
ABig-A Agile: 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 iterative and adaptive process
An iterative and adaptive processwhere small, highly-collaborative teams
An iterative and adaptive processwhere small, highly-collaborative teams
work in a series of short cycles,
An iterative and adaptive processwhere small, highly-collaborative teams
work in a series of short cycles,incorporating rapid feedback,
An iterative and adaptive processwhere small, highly-collaborative teams
work in a series of short cycles,incorporating rapid feedback,to deliver emergent solutions,
An iterative and adaptive processwhere small, highly-collaborative teams
work in a series of short cycles,incorporating rapid feedback,to deliver emergent solutions,
emphasizing transparencyamong all stakeholders.
Gobbledygookon the stage.
FOUL:
An iterative and adaptive processwhere small, highly-collaborative teams
work in a series of short cycles,incorporating rapid feedback,to deliver emergent solutions,
emphasizing transparencyamong all stakeholders.
An iterative and adaptive processwhere small, highly-collaborative teams
work in a series of short cycles,incorporating rapid feedback,to deliver emergent solutions,
emphasizing transparencyamong all stakeholders.
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.
As a ____(role)_____,I want __(goal/desire)_so that __(benefit)___.
Driven by user stories.
Sprints: 1-4 weeks,
4-8 cross-functional people.
TT-shaped people.
The daily 15-minute 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 impediments in my way?
3 Questions of the Daily Stand-up:
Potentially shippable increment.
The sprint review.
The sprint retrospective.
Inspect, adapt, repeat.
84% Ability to change priorities
Benefits of adopting agile:
Source: VersionOne 6th Annual State of Agile Survey
77% Improved project visibility
84% Ability to change priorities
Benefits of adopting agile:
Source: VersionOne 6th Annual State of Agile Survey
75% Increased productivity
77% Improved project visibility
84% Ability to change priorities
Benefits of adopting agile:
Source: VersionOne 6th Annual State of Agile Survey
72% Improved team morale
75% Increased productivity
77% Improved project visibility
84% Ability to change priorities
Benefits of adopting agile:
Source: VersionOne 6th Annual State of Agile Survey
72% Improved team morale
71% Faster time-to-market
75% Increased productivity
77% Improved project visibility
84% Ability to change priorities
Benefits of adopting agile:
Source: VersionOne 6th Annual State of Agile Survey
What does this have to dowith marketing?
The marketing plan
is dead.
Who killed the
marketing 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 processkind of looked like this:
“Little strategy” marketing cycleskind of look like this:
Could we adaptagile development
methodologiesto help us managecomplex, modern
marketing?
Short answer: yes.
Agile Development Values
Individuals and interactionsover processes and tools.
Agile Marketing Values
Self-organizing teams.
High-bandwidth
communications.
Direct customer interactions.
Responding to changeover following a plan.
Agile Marketing Values
Respond to market feedback.
Avoid “sunk cost” traps.
Act on new opportunities.
Remarkable customer experiencesover formalized internal procedures.
Agile Marketing Values
Marketing is not manufacturing.
“The model is not reality.”
Customers don’t see silos.
Testing and dataover opinions and conventions.
Agile Marketing Values
Beware the HiPPO.
Detect when things change.
Seek “validated learning.”
Many small experimentsover a few large bets.
Agile Marketing Values
Adaptive and iterative campaigns
over “Big Bang” campaigns.
Probe, sense, respond.
Discovery over prophecy.
Agile principles have many advocates.
Big data thrives with experimentation.
Big Data
Big Testing
Big Experience
Generate hypotheses
Prove cause-and-effect
Deliver better experiences
Agree in principle?How does that translate into practice?
If agile development delivers software, what
does agile marketing deliver?
We ship content!
Stories along the
buyer’s journey.
As a ___(persona)____,I want __(goal/desire)_so that __(benefit)___.
Marketing missions with
small, discrete components.
Content marketing
is great for agile marketing.
Social media marketing
is great for agile marketing.
Web development
is great for agile marketing.
Search engine optimization (SEO)
is great for agile marketing.
Mobile app development
is great for agile marketing.
YourAppHere
Marketing automation
is great for agile marketing.
PPC advertising
is great for agile marketing.
Landing page optimization
is great for agile marketing.
Landing page optimization
is great for agile marketing.
Mobile landing page optimization
is great for agile marketing.
Disclosure: my company sellssoftware for agile production of
amazing landing pages (and more).
Blatant self-promotionon the stage.
FOUL:
Many marketing missions canbe broken into discrete chunks for
iteration and adaptation.
How do you get started?
Read “Essential Scrum”
by Kenneth S. Rubin
For software development, but Chapter 2 will give you a great high-level explanation of Scrum, and Chapter 3 is one of the best articulated arguments for adopting agile for any executive.
http://chiefmartec.com/category/agile-marketing/
http://www.agilemarketing.net
http://www.seomoz.org/blog/agile-marketing-whiteboard-friday
http://www.agilemarketingblog.com
http://agilemarketingmanifesto.org
http://www.wordstream.com/blog/ws/2012/10/01/agile-marketing-
guide
http://neilperkin.typepad.com/only_dead_fish/agile-planning.html
http://gregmeyer.com/?s=agile+marketing
Read more specifically about“agile marketing” on the web:
Share and discuss with
with colleagues.
Not just marketing:
sales, IT, and beyond.
Win executive support.
Get volunteers for your
first agile team.
Modest expectations
for your first sprints.
Prepare for acclimation.
Focus on being agile,
not just doing agile.
Brace yourself for resistance.
Most sacred cows
are not agile.
52% Inability to change culture
Why agile adoption fails:
Source: VersionOne 6th Annual State of Agile Survey
39% General resistance to change
52% Inability to change culture
Why agile adoption fails:
Source: VersionOne 6th Annual State of Agile Survey
34% Lack of manager support
39% General resistance to change
52% Inability to change culture
Why agile adoption fails:
Source: VersionOne 6th Annual State of Agile Survey
“To the uninitiated (and sometimeseven to those in the industry),this way of working feels like
barely controlled chaos.”
www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058
February 2013
“Of primary concern is thetemptation to fall back into
traditional command-and-controlmanagement styles—
to demand fail-safe business planswith defined outcomes.”– David J. Snowden and Mary E. Boone
A Leader’s Framework for Decision Making
Challenge in a Complex Domain
Is it worth it?
“Accelerated cycles,increased transparency,and teaming outside the
typical organizational boundaries(both within and outside the company)
will have great impact.”
www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058
February 2013
Punctuated equilibrium.
Modern marketing
is an Olympic sport.
Modern marketing
is an Olympic sport.
It’s better to be agile.
Thank you!Want to reach me?
[email protected]: @chiefmartec
Software to help you be agile:http://ioninteractive.com
More about agile marketing:http://chiefmartec.com
Credits:
Inspiration from these brilliant people (and others):
Matt BlumbergJohn CassJonathon ColmanFrank DaysJim EwelNeil PerkinTodd ShimizuJascha Kaykas-Wolff
Agile MarketingKent BeckRon JeffriesMitch LaceyRobert C. MartinKenneth S. RubinMichael SahotaKen SchwaberJeff Sutherland
Agile DevelopmentDavid ArmanoBrian ClarkSteve DenningJim ManziEric RiesPeter SimsDavid J. SnowdenBrian Solis
And More
Thank you!Want to reach me?
[email protected]: @chiefmartec
Software to help you be agile:http://ioninteractive.com
More about agile marketing:http://chiefmartec.com