Be Agile in Marketing, ‘Hit the ground running!’

Number8

Paul Ligtenberg

Willemijn Schneyder

Pleased to meet you!

The Loosehead Prop |

The Tighthead Prop |

©Number8.nl

Let’s go digital…

©Number8.nl

The world is confused

The world’s largest taxi company doesn’t own any cars.

The largest media company doesn't make content.

The largest retailer in the world doesn’t have any stock.

The biggest hotel doesn’t have any buildings or rooms.

The fastest growing bank doesn’t have any real money.

The largest phone company doesn't have any infra.

The worlds largest movie company doesn’t own theatres.

The biggest software company doesn't make its own apps.

©Number8.nl

Three leverages that lead to…

Usercentered

Technologyasa

leverage

Freedistribution

Intangibleassets

©Number8adaptatie ©O.Mohout

Usercentered

Outcome focused lean development

…business agility.

©Number8.nl

Agile brings better results…

©Number8.nl

Bringing Agile in Marketing

improves & fastens for increased commercial

growth with highly collaborative teams.

…in three different areas.

©Number8.nl

Agile in itself a methodology to organize

work & people.

Agile Umbrella

Agile is a tailor-made suit

Do whatever! (0)

Kanban

Kanban

Scrum

Lean start-up

Customer development

RUPXP

FDD

Agile modelling

Kanban (3)

Scrum

Customer development

XP (13)

RUP (120)

Agile modelling

©Number8.nl

CREATE AN AGILE THAT FITS

What methods works for you depends on:

©Number8.nl

FUNDAMENT 1 | TRANSPARENCY

©Number8.nl

FUNDAMENT 2 | ITERATIONS

©Number8.nl

Every iteration in Agile produces…

“A framework within which people can address complex adaptive problems, while productively and creatively

delivering products of the highest possible value.”

Jeff Sutherland & Ken Schwaber

divide & inspect Improve & learn open & share

Learning by doing

©Number8.nl

FUNDAMENT 3 | …an MVP

©Number8.nl

FUNDAMENT 4 | AUTONOMY

©Number8.nl

FUNDAMENT 5 | CUSTOMER

©Number8.nl

FUNDAMENT 6 | METRICS

©Number8.nl

Now a deep dive Agile in Marketing

Agile organisation values

Kill the hippo, leave your office and get to

know your (potential) customer.

Organize yourself around ‘customer

delivery’. Lose agile marketing!

No more LTPs or plateaus. Create a

strong vision, a clear mission, a unique

brand strategy, but no books on 2025.

Validated learning over opinions

and conventions

Customer focused collaboration

over silos and hierarchy

Responding to change over

following a plan

1

2

3

Validated learning & IDEO

From silos to multifunctional teams

Plaatje metcaseovermulti functioneel teamvolgt

Live & deliver your brand

©Number8.nl

Agile operation values

No more market research but continuous

& real-time insights in the journeys.

Not the agency with the perfect

campaign but many MVC’s.

No more betting on the one campaign

but every two weeks an improved one.

The process of customer

discovery over static prediction

Many small experiments over a

few large bets

Adaptive & iterative campaigns

over Big-Bang campaigns

4

5

6

Getting to know your customer is …

Hardwork

Iterative marketing development

Conventional marketing process

big strategy test

Build&

launch

NEWbig

strategy

adjust measure

Agile marketing process

© David Armano

insights

buildlaunch

measure

buildlaunch

measure

Small strategy

small strategy

adjust

insights

small strategy

adjustcontinue

Something else

Learning curve

Learning curve

Delivers an MVP every sprint

Sprint 1

Goal | collect data• built campaign• lauch small• measure results

• follow up

Sprint 2

Goal | finetune campaign• results & feed back• improve campaign• increased launch

• analyse conversion• follow up

Sprint 3

Goal| next steps• continue with

improvements, scaling, measure & adjust

OR• try something else

insights

buildlaunch

measure

buildlaunch

measure

Small strategy

small strategy

adjust

insights

small strategy

adjustcontinue

Something else

AGILE @OREO | The workings

Agile innovation values

Not the ultimate business plan, but

hypothesis testing | Fail fast, learn fast

Validated Business modelling

over following the business plan

7

We need hyper scalability with agile

business development, not bureaucracy

Incubation & acceleration over

annexation

8

Business modelling is hard work…

…and scaling up is an art.

©Number8adaptatie ©O.Mohout

Agile scrum @ Wikispeed

2010

• Budget | $ 5.000

• Challenge | build a car that drives min 1:40

• 3 months later | modular prototype

• 10th place above Tesla, Tata, MIT

2016

• Social enterprise

• 100% volunteers

©Number8.nl

Hit the ground running

1. Start small

2. Isolate your project

3. Set crystal clear goals

4. Get a user-centered team

5. Find a sponsor on sr. management level

6. Manage your surroundings

7. Implement new rituals & roles to guide the change

8. Celebrate every success …..... and every failure

9. Get yourself an agile coach

©Number8.nl

Thank you!

We are:

www.number8.nl