how (agile) marketing helps to deliver better products
DESCRIPTION
Many see Marketing in maximum as a money spending necessity on the way to create a product for clients or consumers. Therefore Marketing and Development teams usually are disconnected and even cannot stand each other. Marketing does not know what to promote and the development team does not understand the client. But together they could create so much awesomeness. With bi-directional cooperation between the development and the Marketing team during the development process, products can become much better and ensure customer delightment. Together we will explore in this session, how the agile philosophy can change old mindsets and bring the the development and the Marketing teams closer. We will find out, what challenges businesses have nowadays and what values Marketing should bring to businesses. This will help us to understand how Agile can be applied in other fields than development and how this helps to increase customer delightment through greater products.TRANSCRIPT
HOW (AGILE) MARKETING HELPS TO DELIVER BETTER PRODUCTS
CHRIS KRUPPA - AGILE TOUR OSAKA – OCTOBER 5, 2013
ABOUT YOU - KNOWLEDGE?
1 5 10
5 MINS
TODAY'S CHALLENGES IN BUSINESS?
ABOUTME
Media & Software
Lean & Agile
Marketing & Branding
Me in Vietnam
ABOUTAGILE VIETNAM
Outsourcing vs. Product Development
Agile Community
Events and Vision
AGILETOUR VIETNAM 2013
8./9. November 2013 in Ho Chi Minh City
10. November 2013
Mitch Lacey, Charlie Rudd, Kiro Harada, Vasco Duarte, Dieter Kaufhold, Yi Xu, Alexandre Cuva, etc.
Agile Management, Scrum, NoEstimation, DDD, Culture Clash, Kanban, Lean Startup, etc.
AGILE PHILOSOPHY
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
AGILE DEVELOPMENT
RADICAL MANAGEMENT
(1) a shift in the firm's goal from producing outputs to delighting the customer;(2) a shift in the role of the manager from a controller to an enabler of self-organizing teams;(3) a shift in the way work is coordinated from bureaucracy to dynamic linking;(4) a shift from value to values; and(5) a shift from top-down commands to conversation
MANAGEMENT 3.0
“Management is too important to be left to Managers”
Management 3.0 Author Jurgen Appelo
LEAN STARTUP
“...startups can shorten their product development cycles by adopting a combination of business-hypothesis-driven experimentation, iterative product releases, and what Eric Riess calls 'validated learning'“
http://en.wikipedia.org/wiki/Lean_Startup
WHAT IS MARKETING?
5 MINS
“Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.”
http://en.wikipedia.org/wiki/Marketing
WHAT IS MARKETING?
WHAT IS MARKETING?4 C's
Customer
Cost Convenience
Communication
MARKETING AS COMPANY CULTURE
Identification - e.g. Elf Yourself
Enthusiasm - e.g. LipDub Videos
Transparency - e.g. The Rodon Group
Communication - e.g. Radiohead
AGILE MARKETING
Responding to change over following a plan
Rapid iterations over Big-Bang campaigns
Testing and data over opinions and conventions
Numerous small experiments over a few large bets
Individuals and interactions over target markets
Collaboration over silos and hierarchy
AGILE MARKETING
Product Owner
Team
Team
Team
Product Owner
Scrum Master
...AND NOW?
Challenges today?
What is Marketing?
Agile Philosophy & Development
The Agile Shift
Agile Marketing
OPERATIONS & MARKETING
Organisational Communication
The Agile Organisation
Cross-functional teams
Collaboration over negotiation
THANK YOU
Christoph Kruppa
www.agilevietnam.org
[email protected]@evecoo.vn
facebook.com/chris.kruppa