15 ways agile for marketing is different from agile for the rest of us
TRANSCRIPT
15 ways Agile for marketing is different from Agile for the rest of us
Frank DaysMarketing VP, Tesora AgileMarketingBlog.comAgile Maine Meetup – May 2015
Why I care about Agile?
As a tech CMO• Need to be responsive, transparent and adaptive• Never liked marketing plans• Short shelf life
As an senior executive…
Results matter more than documentation so I need a lightweight approach
Interviews with leading practitioners
Since April 2011
Interviewed pioneers
Too early
Lots of chasing
Many renegades
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
Marketing adoption of Agile
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
We have our own frameworks
We have our own frameworks
Rebranding Agile
Credit: Scott BrinkerChief Marketing Technologist
15 ways that agile is different for marketers
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
“Product” often has many
independent parts
Fewer “Mythical Man” Challenges
2. Not always a single goal
3. Many predictable processes/outputs
Events
Media buying
User conferences
4. Creativity is rewarded…Process is not
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
6. Marketers are more interested in the what than the how
Process/productivity not a top three issue
7. Getting more like a poker game…
8. Have to deal with sales more
9. Marketers love their plans
10. And love our “best practices”
Event if they are sometimes opinion-based or contradictory
11. Hero worship
12. Burndowns are infrequent
Image: Wikipedia
13. Branding and product marketing less
dynamic
14. The agency biz model is waterfall
Many essential functions Advertising Design Media buying Public relations Social media Customer relationship management Database and analytics
15. Less dogmatic
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
How is it similar ?
All are using sprints
Image: Wikipedia
Scrums frequency varies
Demos & Videos
Downloads
Greater integration in mix
Site Traffic
‘Actions’ on Site
Leads
Search Engines SEO & PPCContent
PR & Partners
Marketing Automation SalesForce Sales
Prospect
More data means more real-time decisions
Increasing uncertainty
Marketing program is a product
Held more accountable than ever
Agile marketing or marketing with Agile?
How Agile helps marketers
Adaptive for increasing uncertain channels
Transparent process
Make team more effective by focusing
Agile marketing meetups
San Francisco
Boston
Seattle
China
Many more
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
Let’s connect
Frank Days
VP Marketing, Tesora
@tangyslice
Tangyslice.com
Agilemarketingblog.com
Agile Marketing Group on Facebook
Marketing Agility Podcast on iTunes