#CNX14 - Rapid Evolution of Customer Journeys with Agile Marketing

Track: Customer Journey Showcase

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Agile Marketing: 5 Principles of Agility

Scott Brinker, @chiefmartec

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Co-founder & CTOSoftware and servicesfor marketing apps.

Author & EditorBlog on the entwining of marketing & technology.

Program ChairMarketing techconference.

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Marketing used to work like this.

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Today, it feels more like this.

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Faster cycle speedsFragmented channels

Feedback loopsFrequent disruptions

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Marketing used to be complicated. Now it is complex.

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Technology (alone) is not the answer

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• Journey maps make it technically easy to implement new ideas.

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• Attribution and testing make it technically easy to see what works.

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We need new organizational capital

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“…helping the companies thrive under conditionsof high uncertainty and rapid change.”

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Shift happens.

Embrace and benefit from change instead of fighting it.

Respond to feedback fromreal customers.

Adaptability.

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When everything is high priority, nothing is.

Give everyone a mechanism to agree on what is important.

Prioritization.

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Helps teams coordinate in a highly dynamic environment.

Give knowledge workers knowledge.

Transparency.

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Give teams greater responsibility to make a difference, to shape their work — and to be recognized for their contributions.

Empowerment.

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Enable ways for teams to try new innovations quickly, frequently, and on a small scale.

Create the flexibility to scale up the winners and drop the duds.

Experimentation.

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Sounds great. But how?

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Review

Produce

Deploy

“Waterfall” marketing management — often a quarterly or yearly plan.

“Waterfall” is a predictive approach to management.

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Notpredictable

Reasonably predictable

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72% Improved team morale

71% Faster time-to-market

75% Increased productivity

77% Improved project visibility

84% Ability to change prioritiesBenefits

reported by software

teams who have adopted agile methods

Source: VersionOne 6th Annual State of Agile Survey

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Sprint Planning

Sprint

SprintRetrospective Daily

Stand-up

2-4 weeks

Sprint Review

UpdateBacklog

#CNX14Write down nominated tasks:

UpdateBacklog

• Write a case study• Configure new nurture

email campaign in MAP• Create a landing page• Launch new Google

keyword group• Connect with a social

media influencer

Transparency.

Experimentation.

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5 6 7 8

9 10 11

Rank the nominated tasks in order of importance.

UpdateBacklog

Prioritization.

Transparency.

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5 6 7 8

9 10 11 1

To Do In Progress Done

Sprint Planning

Empowerment.

Teamcommits totasks for the sprint.

#CNX14Sprint

High ratio of work time to process overhead.

Minimize “fire drills” that derail work in progress

Sprints typically are1-4 weeks long — the team focuses on completing its work. Empowerment.

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To Do In Progress DoneSprint

Teammates take tasks in order of priority, move them to in progress and then done.

Empowerment.

Transparency.

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#CNX14Sprint Every day, the team meets for a 15 minute “stand up.”

1. What did I doyesterday?

2. What am I goingto do today?

3. Are there anyimpediments in my way?

Transparency.

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If there’s an issue in Europe, I want the

head of African diplomacy to know

about it.

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1 3 4 5

6 7 8 9

11 12 2

SprintIf something must be added mid-sprint, then it is prioritized relative to the other tasks — and may bump others out.

Transparency.

Prioritization.

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To Do In Progress Done

Sprint Review

At the end of the sprint, the team meets to discuss/demo what was completed.

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Empowerment.

Transparency.

#CNX14Sprint Review

Collect ideas for further iterations of completed tasks — as well as entirely new ideas inspired by what was produced/learned.

Add them to the backlog.

Adaptability.

Experimentation.

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Focusing onhow things

were done, not just what was

Sprint Retrospective

After the review, the team has a separate meeting just among themselves to discuss their process — and suggests changes for the next sprint.

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Empowerment.

Adaptability.

Experimentation.

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Sprint Planning

Sprint

SprintRetrospective Daily

Stand-up

2-4 weeks

Sprint Review

UpdateBacklog

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There’s no sleight of hand.

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One Big Waterfallvs.

Many Small Agile Sprints

Adaptability.

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Each sprint cycle provides an opportunity to:• Reap the benefits of a smaller deliverable• Adjust your approach based on feedback• Stop wasting time on things that aren’t effective

— rebalance your investment• Experiment with innovative, new ideas

Adaptability.

Experimentation.

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To Do Prevent burnoutby prioritized, self-committed work — and by postponing most interruptions to the next planning.

Empowerment.

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Part I Part II Part III

Agile is clearly great for small projects that are produced and deployed within a single sprint.

But you can build a larger project over several sprints. Each part can benefit from points for internal review.

Adaptability.

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Part I Part II Part III Version 1 Version 2 Version 3

This is an incremental approach — each step offers you a chance to adjust your trajectory.

This is an iterative approach — each step offers you a chance to refine your deliverable based on feedback.

Adaptability.

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Version 1 Version 2 Version 3

This is an iterative approach — each step offers you a chance to refine your deliverable based on feedback.

An iterative approach lets you “fail fast” — try new

ideas on a small scale before scaling them.

Experimentation.

Adaptability.

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What about quality?Is everything done “quick and dirty?”

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To Do In Progress DoneQuality is primarily enforced through the definition of done.

Managers can stillexercise control over when something “ships” to the world.

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tivity

Brand Debt

Agile Marketing

Robust “Done”

Agile Marketing

Weak “Done”

TraditionalMarketingBrand Debt

Rushing out sloppy work

ends up costing you time

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What about a larger version?Is everything just planned on-the-fly?

#CNX14Prioritization of the backlog

Sprint review feedback

Minimize “fire drills” and maintain focus

A strong, clear vision is the fuel that powers the agile process.

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What about work that doesn’t seem to fit the agile process?

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Having too rigid of a plan is suboptimal in a dynamic environment.

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Of course, being too “exploratory” without enough focus is suboptimal too.

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“…the key meta-trends that will definehow all marketing is done in a world of

technology enablement...”– Terence Kawaja, CEO

LUMA Partners

“…helps the reader to understand how technology can be used for both successful

marketing strategy and execution.”– Jonathan Becher, CMO

Download a free copy of my book at chiefmartec.com

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Chief Marketing Technologisthttp://chiefmartec.com

ion interactive, inc.http://ioninteractive.com

sbrinker@ioninteractive.comTwitter: @chiefmartec

Reach me at:

MarTech Conferencehttp://martechconf.com

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Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

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Questions?

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CUSTOMER JOURNEY SHOWCASE

MARKETING THOUGHT LEADERS

EMAIL MARKETING PRODUCT STRATEGY& ROADMAP

PERSONAL TRANSFORMATION

& GROWTH

SOCIAL MARKETING MOBILE & WEB MARKETING

DEVELOPERS HANDS-ON TRAINING

INDUSTRY TRENDSETTERS

CREATIVITY & INNOVATION

SALESFORCE FOR MARKETERS

ROUNDTABLES

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#CNX14 - Rapid Evolution of Customer Journeys with Agile Marketing

Documents

Transcript of #CNX14 - Rapid Evolution of Customer Journeys with Agile Marketing

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