b2b magazine breakfast meeting
TRANSCRIPT
Does B2B marketing need a new management paradigm?
Frank Days
Sept 2010
© Novell, Inc. All rights reserved.2
Our world is evolving
Brochure
Prospect DB
Word of mouth
Whitepaper
Email lists
Chat
Top ten list
Friends
© Novell, Inc. All rights reserved.3
Better view of the conversation
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Information velocity is increasing...
* Daily social media mentions for “Mark Hurd” via SocialRadar
© Novell, Inc. All rights reserved.5
Are we marketing the same way?
• Annual plans/budgets
• Market requirements docs
• Positioning docs
• Brand guidelines
• Media plans
© Novell, Inc. All rights reserved.6
Why agile management?
• Annual plans good for 2-3 months
• Need to be responsive
• Continuous learning
• Kill off laggards quickly
• Borrow from agile management approach of software development
© Novell, Inc. All rights reserved.7
Five ways to make your marketing more agile...
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1. Use post-its not spreads or PPTs
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2. Skip creative briefs
• CYA for agencies
• Time planning is not time doing
• Keep plans short (<2 pages)
• Think outlines
• Does anyone really read them?
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3. Identify drivers – need leaders
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4. Shorter more frequent meetings
• Which would you prefer?
• 90 min show-and-tell staff meeting
• Or three 15 min action-oriented meetings
© Novell, Inc. All rights reserved.12
5. Keep show and tells < 5 mins
• Marketers are story tellers
• I don’t care about 6 months from now
• Use meetings for status and priorities
• What did you just do/doing now?
• How can I help you do it better?
© Novell, Inc. All rights reserved.13
Thanks and stay agile my friends…
My deets:Frank DaysDirector, New and Social Media, Novell@tangyslicehttp://www.tangyslice.comhttp://www.agilemarketingblog.com