Published on October 3, 2013
A Quick Snapshot of…
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.
What is Agile Management? 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.
Driven by user stories. As a ____(role)_____, I want __(goal)___ so that I can __(benefit)__.
This is a predictive process, not an adaptive one.
3 Questions for the Daily Stand-up: 1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments in my way?
Inspect, adapt, repeat.
Benefits of Becoming Agile 84% Ability to change priorities 77% Improved project visibility 75% Increased productivity 72% Improved team morale 71% Faster time-to-market 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.
Agile Marketing Values 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 principles have many advocates.
Why agile adoption fails: 52% Inability to change culture 39% General resistance to change 34% Lack of manager support 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.” February 2013 www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058
Challenge in a Complex Domain “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
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.” February 2013 www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058
Excessive self-promotion of the group. http://bit.ly/agile-mktg-group For those seeking more of the marketing truth… http://bit.ly/join-the-unfunnel
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