Does B2B marketing need a new management paradigm?

Does B2B marketing need a new management paradigm?

Frank Days

Sept 2010

© Novell, Inc. All rights reserved.2

Our world is evolving

Brochure

Prospect DB

Word of mouth

Whitepaper

Email lists

Chat

Top ten list

Friends

Twitter


Better view of the conversation


Information velocity is increasing...

* Daily social media mentions for “Mark Hurd” via SocialRadar


Are we marketing the same way?

• Annual plans/budgets

• Market requirements docs

• Positioning docs

• Brand guidelines

• Media plans


Why agile management?

• Annual plans good for 2-3 months

• Need to be responsive

• Continuous learning

• Kill off laggards quickly

• Borrow from agile management approach of software development


Five ways to make your marketing more agile...


1. Use post-its not spreads or PPTs


2. Skip creative briefs

• CYA for agencies

• Time planning is not time doing

• Keep plans short (<2 pages)

• Think outlines

• Does anyone really read them?


3. Identify drivers – need leaders


4. Shorter more frequent meetings

• Which would you prefer?

• 90 min show-and-tell staff meeting

• Or three 15 min action-oriented meetings


5. Keep show and tells < 5 mins

• Marketers are story tellers

• I don’t care about 6 months from now

• Use meetings for status and priorities

• What did you just do/doing now?

• How can I help you do it better?


Thanks and stay agile my friends…

My deets:Frank DaysDirector, New and Social Media, Novell@tangyslicehttp://www.tangyslice.comhttp://www.agilemarketingblog.com

Does B2B marketing need a new management paradigm?

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