DC Business Intelligentsia January Meetup: Agile BI and Data Chaos
South shore meetup agile marketing jan 2012
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Transcript of South shore meetup agile marketing jan 2012
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The benefits of agile marketing
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Agile marketing is a high-communication, low documentation, rapid iteration process designed to provide more
frequent, more relevant and highly measurable marketing programs
- IDC, Agile Principles and Practices, 2010
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Applying ideas of
Agile development to marketing
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The dominant design is emerging for agile marketing
Small “a”: Marketing faster• Real-time• Lean marketing• Forrester’s custom flavor
Big “A”: Applying Agile to marketing• From development• More responsive• More effective
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Isn’t Agile Marketing
just marketers using agile?
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Why I care about Agile?
A career in small, fast growing companies•Need to be responsive and adaptive•Never liked marketing plans•Short shelf life for marketing plans
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Results matter more than anything
so I need a lightweight approach…
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How my team does Agile in Marketing…
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One Month SPRINTS
Image: Wikipedia
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PERSONAS for our core customers
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Three monthly THEMES
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PRODUCT OWNER is also SCRUM MASTER
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SCRUM three times a week – sometimes more…
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BACKLOG captured in a shares google spreadsheet
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What have you done for me lately?
What did you just finish?What are you doing next?What is the problem?
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Worst practices in Agile
• Things we could do better– No use cases– No post it notes– Planning poker – accurate sizing– Burndown charts– Science fair
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What is working for us
• Clear objectives/priorities• Adaptive attitude/responsiveness• Low overhead• Team cohesion• Making it happen
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“How do I sell
Agile Marketingto my boss?”
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Advice*
• If you are not in charge– Start small – a single project– Things that look like development– Areas with rapid change– Something with strongly measurable ROI– Talk with a developer who knows agile
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Shameless Plug
• Find us– iTunes– Agilemarketingblog.com
• Listen• Tweet• Question• Insult• Spread the word
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Connect with me…Frank Days@[email protected] Marketing Group on Facebook
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What questions
do you
have? ?
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Nine Flaws in the ways marketers work today that make
Agile a challenge…
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Flaw #1Marketers think they know a lot… when they really don’t …
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Flaw #2 Old school overhead slows
things down
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Flaw #3 Marketing is a hero based profession…
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Flaw #4: Your agencies are probably waterfall…
• Statements of work• Creative briefs• Risk reward balance
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Flaw #5 Disconnect between planning and doing in new social channels
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Flaw #6: Marketers are storytellers
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Flaw #7: Planning is cultural
“We do it this way…”“We need to build consensus…”“The CMO wants to see a plan…”
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Flaw #8: Marketers like to talk…
Question: Are you looking too far back or too far into the future?
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Flaw #9:We still have budgeting cycles
• Quarterly reporting• Annual budgets• Semi annual updates