Published on October 3, 2013
A quick snapshot…
The marketing plan is dead.
Who killed the marketing plan?
Dude… Your funnel is leaking.
Google’s Zero Moment of Truth (ZMOT)
Meet the connected customer.
An iterative and adaptive process where small, highly-collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergent solutions, emphasizing transparency among all stakeholders. What is Agile Management?
As a ____(role)_____, I want __(goal)___ so that I can __(benefit)__. Driven by user stories.
This is a predictive process, not an adaptive one.
1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments in my way? 3 Questions for the Daily Stand-up:
Inspect, adapt, repeat.
72%Improved team morale 71%Faster time-to-market 75%Increased productivity 77%Improved project visibility 84%Ability to change priorities Benefits of Becoming Agile Source: VersionOne 6th Annual State of Agile Survey
RELEVANCE TO MARKETING? MULTIPLICATION
Multiplication of touchpoints.
Multiplication of content.
Multiplication of devices.
Many marketing missions can be broken into discrete chunks for iteration and adaptation.
Predictive vs. Agile Web Programs
Agile Marketing Lifecycle
The Cynefin Framework (pronounced ku-nev-in)
This is complex.
This is complex.
This is complex.
Individuals and interactions over processes and tools. Agile Marketing Values
Responding to change over following a plan. Agile Marketing Values
Remarkable customer experiences over formalized internal procedures. Agile Marketing Values
Testing and data over opinions and conventions. Agile Marketing Values
Many small experiments over a few large bets. Agile Marketing Values
Agile principles have many advocates.
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 sometimes even 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 the temptation to fall back into traditional command-and-control management styles— to demand fail-safe business plans with 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
Excessive self-promotion of the group. PENALTY! http://bit.ly/agile-mktg-group
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