Agile for Marketing 101 - The Backlog Series
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To help educate marketers on the mindset and methodology required to build a culture of speed and urgency, we developed this Agile for Marketing 101 presentation. In publishing this SlideShare, we hope to: - Provide you with the basic building blocks need to create a culture ready to respond and adapt quickly to the changing marketplace - Teach you about the ways that you can use the agile process to drive change in your organization - Help you gain an appreciation for the many benefits of Agile for Marketing
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Agile for Marketing 101 - The Backlog Series
- 1. Agile For Marketing 101 THE BACKLOG SERIES
- 2. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 2 In the advanced world that we live in, it’s not the big fish that eats the small fish; it’s the fast fish that eats the slow fish. - Klaus Schwab
- 3. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 3 Today’s marketers face high levels of uncertainty and rapid change
- 4. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 4 NEW EXPECTATIONS REQUIRE A NEW WAY OF WORKING.
- 5. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 5 AGILE FOR MARKETING AGILE / AG·ILE /AJƏL/ adjective. Marked by a ready ability to move with quick, easy grace: having a resourceful and adaptable character. AGILE FOR MARKETING (A4M™) A mindset and methodology that transforms culture and operations so you can execute more efficiently, champion the customer, and achieve better performance through a data-driven, iterative approach.
- 6. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 6 Traditional marketing assumes you know the end point today A4M uses rapid learning cycles to reach goals MARKETING IS NOT PREDICTABLE
- 7. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 7 AGILE ALIGNS A STRONG, CLEAR VISION WITH ADAPTIVE EXECUTION
- 8. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 8 THE AGILE MARKETING MINDSET IS BASED ON 8 KEY PRINCIPLES 1. FLEXIBLE 2. DATA DRIVEN 3. EXPERIMENTAL 4. TRANSPARENT 5. COLLABORATIVE 6. EMPOWERING 7. CUSTOMER FOCUSED 8. ANTICIPATES CHANGE
- 9. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 9 • Small – less than 10 • Self-organizing • Open communication SMALL TEAMS BIG COLLABORATION • Team-wide visibility • Low overhead • Shared purpose
- 10. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 10 AGILE FOR MARKETING PUTS THE CUSTOMER AT THE CENTER.
- 11. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 11 AGILE MARKETING ACHIEVES LONG-TERM PLANS IN A WAY THAT IS RESULTS-ORIENTED. Agile marketing produces faster results because it enables incremental and iterative delivery.
- 12. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 12 AGILE MARKETING IS NOT JUST ABOUT WORKING FASTER, IT’S ABOUT WORKING SMARTER. It’s about better allocating your time and energy into activities that produce results. 1 3 4 5 6 7 2 76
- 13. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 13 THE MANY BENEFITS OF A4M Agile marketers report improvement in key challenge areas for marketing. Companies with 10% or more growth last year had the most agile marketing practices.2 Agile Marketers report increases in team motivation and productivity.1 Source: CMG Partners research reports: 1. CMO’s Agenda 2014 2. Agile Assessment Survey 2014
- 14. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 14 THE BEST WAY TO GET STARTED WITH A4M? START.
- 15. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 15 NEW EXPECTATIONS REQUIRE A NEW WAY OF WORKING.
- 16. @cmgpartners | #agile4marketing | © CMG PARTNERS 2015 16 Q&A
- 17. Thank you! GARRETT PUTMAN Director – CMG Partners Garrett.Putman@cmgpartners.com 919.423.5563 | @gputman
Notas do Editor
- Hello and welcome to the latest installment of The Backlog Series from CMG Partners! My name is Garrett Putman and I’m a strategic marketing consultant based out of our office in Durham, North Carolina. On behalf of our entire CMG team, I want to thank you for taking the time to join us today. Every single day, we work with marketers across the country and we know how valuable your time is. We hope that you’ll find this session informative, interesting, and inspiring. Before we begin, I want to share a few house-keeping items. First, we’re going to take the next 20 minutes or so to review the content in the presentation in total and then we’ll open up the lines for your questions. We promise to conclude the session by 1:30 PM Eastern so that you can get back to your day; Second: We are recording today’s webinar and will post it to our web-site at CMGPartners.com if you would like to watch it again or share it with your colleagues; and Finally, you’ll also be able to download a copy of this deck from our CMG Partners SlideShare account. Today’s Agile For Marketing 101 webinar has been designed to share some of the basic reasons why organizations everywhere are turning to Agile For Marketing as a way to execute more efficiently, champion the customer, and achieve better performance. By the end of the session, we hope to 1) provide you with a good understanding of the basic building blocks needed to create a culture ready to respond and adapt quickly; 2) teach you about the agile for marketing methodology and mindset required to drive change; and 3) help you gain an appreciation for the many benefits of this new operating system.
- With that, let’s go ahead and jump right into it with a quote from Klaus Schwab, the founder and Executive Chairman of the World Economic Forum based in Geneva. He says and I quote ‘In the advanced world that we live in, it’s not the big fish that eats the small fish; it’s the fast fish that eats the slow fish.” End quote. The fast fish eats the slow fish. That keen observation is exactly the reason why we’re all here today. Our primary goal with this webinar is to give you insights to enable you to become the fish that swims faster than your competitors today, tomorrow, and in the future.
- Why does being fast matter? Well, here’s a general statement that we think everyone will agree with and that is that the business landscape of 2015 is infinitely more complex than the one that most of us started our careers in. MASSIVE global trends like the explosion of digital, the strengthening of the consumer’s power, and BIG Data have disrupted… everything. We live in a constantly changing, globally connected, and "always on" world and the speed at which business decisions are needed today can’t be underestimated. This transformation is happening at an unprecedented pace….and the scary thing is that it’s accelerating. All industries are feeling the impact of the modern world and and no CMO is immune to the extreme pressure of uncertainty and rapid change happening in the marketplace. In sum, Marketers everywhere are falling behind.
- So what are we supposed to do? One option is to do nothing. We could keep doing the same things that we've always done and hope for positive results. If this is your point of view and your plan, good luck. You may just need some luck to reach your goals, deliver your forecast, and not get gobbled up by your more nimble competitors. An alternative approach is to do something RADICALLY different. Rather than fight to slow the world down, we propose that you throw out your long planning cycles, your rigid corporate hierarchies, and your BIG BANG campaign thinking and instead work to enable your marketing team to speed up and keep pace with your customers, your competition, and the world that we live in. We believe that new expectations require a new way of working.
- Enter Agile for Marketing. It’s a way for lead marketers to create a culture that enables speed of decision making and really drives prioritization The agile framework was originally developed by software engineers in 2001 but over the last few years, some innovative marketers have started embracing it as a way to respond to the changing needs of the marketplace. Agile For Marketing is both a mindset AND a methodology. It transforms bodies working on tasks into empowered teams achieving prioritized goals. It's about using customer data to make informed decisions and focusing on rapid learning cycles over long drawn out plans. The result is a series of continuous improvements that can lead to sustained performance gains. A simple way to think about it is that Agile Marketing is all about your team getting better at getting better. And that’s something that every employee, every lead marketer, every CEO, and every company should want to embrace fully.
- Let’s compare Agile For Marketing with a Traditional Marketing approach. Years ago, as traditional marketers, we would develop annual plans to take our brands from Point A to Point B. We assumed that we knew the end point we were striving for and all of our efforts were focused on reaching that one specific destination. Our plans were like roadmaps and we were measured by our ability to reach our agreed to destination on time and in full. Some marketers even made their careers on writing the prettiest annual plan narratives each year. They got promoted or moved from one brand to the next sometimes without even seeing their plan all the way through to execution. In today’s rapidly changing marketing landscape, we know that it’s all but impossible to predict the future. A rigid and static plan is now considered a dead plan because without the ability to make adjustments as you go and respond to customer feedback – you not only miss opportunities, you may just end up on the wrong side of town, opposite of where your customer wants you to be. That’s why agile planning with its small bets, BIG insights, and rapid iterations works. Today’s projects are never set in stone. Parameters can and do change. Customer needs are always shifting. When you have an adaptive process that can respond to those changes in real time, you’re able to build something much better in the long run. Agile For Marketing enables your team to reach the opportunity of TOMORROW instead of just focusing on the single opportunity that you see today.
- The Agile For Marketing methodology is a well defined process adopted from the software industry but customized for marketer’s needs. It is designed to align your vision with your execution. Moving from left to right, it starts with a process of discovery where you use customer insights and motivators to inform your backlog of work. You do that through personas, buyer’s journeys, and user stories which we will get into in more detail in future webinars. The key to the Discovery phase is to center all your work around a shared definition of the customer. Next, comes the creation of the marketing backlog which represents all the work that you need and want to go do. As the CMO of Bit Torrent says, “the big question is does your backlog represent the values you say you have as a business.” With agile, you use your backlog to prioritize the deliverables that your team should focus on and then you give them clear goals to measure their performance against. Planning cycles are used to select the work stack from the marketing backlog to be completed by the team during a sprint. It’s here – in the Planning phase - where you focus your efforts and agree to following an actual plan. The team only commits to the work that it can accomplish within the sprint window – no more, no less. The Sprint Plan should be a process of collaboration with leadership and the team working together to select and prioritize the things that you want to accomplish. Sprints are 1-4 week timeframes for the team to deliver work against the plan. It’s called a sprint for a reason. You should go FAST! You use daily stand-up meetings to discuss 3 things: 1) What did you do yesterday to help the team?; 2) What will you do today to help the team?; and 3) What obstacles are in your way. 3 questions. That’s it! That’s the whole meeting. A key objective during a sprint should be to minimize the fire-drill mentality that pervades most of today’s organizations by keeping the teams focused on and accountable for their prioritized plan. The final piece to the process is the Review & Retrospective phase where you show off the work done during the Sprint and inform the next phase of work with insights and improvement opportunities identified from the prior Sprint. What worked? What didn’t work? New opportunities will emerge as you deepen your understanding of the customer and that will then inform updates to your marketing backlog. It begins a cycle of continuous improvement. This is the Agile for Marketing process in a nutshell.
- The agile for marketing mindset is built on 8 key principles which are core to getting the full benefit out of the system: Flexible and adaptable work over following a rigid and static plan Data driven decision making over gut, opinion, and intuition Experimental with rapid learning cycles over big-bang, one-shot campaigns Clear & transparent sharing of decision making vs. closed door, hand-shake agreements Teams are collaborative and work together to efficiently deliver vs. multiple functional silos and internal hierarchies constantly causing delay Empowered teams and individuals deciding how to deliver the plan instead of always following top down orders from people who don’t always have access to the latest on the ground data Customer focused decision making over prioritizing based solely on internal business drivers and needs And Finally # 8 Anticipating change vs. reacting to every fire drill that comes up These foundational principles all require discipline and leadership commitment but we have found that the organizations who are intentional about following this mindset are able to make Agile For Marketing more of a sustainable strategic advantage.
- Agile Marketing revolves around small, hands-on teams — typically no more than 10 people. As Jeff Bezos has said, if you can’t feed a team with two pizzas, the team is probably too big. Agile Teams are self-organizing which means the leadership sets the priorities and the teams work out themselves HOW to meet those objectives. It’s important that the team have the right skill set to do the work during the sprint. Look for T-Shaped people who may have deep experience in one particular area but are generalists in nature and can play a bunch of different positions on the field. Teams should share open communication every single day during Daily Stand-Ups to ensure that everyone knows what everyone else is working on. This constant sharing of important information helps to resolve conflicts and remove barriers to the team accomplishing its goals. Agile also works best when it unites teams together under a shared purpose. We typically see significant gains in employee engagement, morale, and overall productivity after moving to a more agile operating system. These kind of benefits should not be ignored when you’re considering implementing an Agile For Marketing program. Your teams will realize a lot of good outside of just delivering better business results.
- Another important tenant for Agile For Marketing is that it helps you put the customer at the center of all that you do. It’s a bit like the Copernicun Revolution ---- when your POV shifts from a company first mentality to one of customer centricity --- a transformation happens that can’t be undone. Customer centricity can lead to significantly better brand performance and improved business returns. With agile, we use customer insights to inform all that we do – What are the customer’s needs? What are their motivations? What are the behaviors that we want to change? Agile marketers work hard to get to know the WHY behind their customer’s buying journey and then use that data to make clear and consistent decisions. Agile marketers also focus on customer feedback as primary outputs to the process, too – What’s the customer’s reaction to what we’ve built? What do they like? What do they want changed? It’s all about learning from our customers and then applying those insights to inform our future work load. In the end, our goal as marketers should be to create remarkable customer experiences and agile for marketing helps us to do so by focusing on outcomes that will meet and eventually exceed expectations for our prospects, customers, and partners alike.
- Another benefit of Agile For Marketing is that it helps to achieve long-term plans in a way that is always results oriented. Based on the iterative nature of agile, you go in with a prioritized plan but you adjust as you learn, ensuring the business constantly benefits. Company goals end up becoming the thread through which all sprints are tied together. Since you’re able to use every sprint cycle to come back together and recalibrate against your shared objectives, you can ensure that your teams are always focused on delivering the right work at the right time in the right order. This ability to flex the team’s work based on in-market results vs. goals enables you to move faster and produce incremental win after win after win.
- Importantly, with agile for marketing, it’s not just about working faster…it’s about working smarter. WE frequently hear from lead marketers who follow a traditional marketing approach that they need help keeping their teams focused on the things that matter. Agile marketing helps bring transparency to the process of what people are working on. It makes everyone’s decisions clear, transparent, and customer oriented. Agile Marketing Teams work against a set of clearly defined priorities and are aligned with what is most important to the customer and ultimately, the business. Don’t forget that being agile comes down to making hard choices. It requires making the tough calls about the things that you’re not going to work on so that the team members have enough time to focus on the things that will actually move the needle. As Steve Jobs once said, “Deciding what not to do is as important as deciding what to do.” The agile process itself forces decision making and holds everyone accountable to putting time and energy into the activities that actually produce results.
- Now that we know about the Agile For Marketing methodology and the mindset, let’s talk about results. At CMG, we have spent 2+ years researching agile for marketing practices across a variety of industries and we have found that agile organizations are indeed winning. Companies with 10% or more growth last year had the most agile marketing practices. Additionally, Agile marketers report improvements across a bunch of operational and business performance categories, including 1) More Profits; 2) Faster Speed to Market; 3) Improved product innovation; 4) Being more adaptable to changes in the marketplace; 4) Better team morale; 5) Improved Productivity. The last two pieces here are key. Not only can you drive improved marketing effectiveness and better business performance with agile, but agile teams report an 84% gain in team morale and an 87% increase in productivity. We’ve seen companies report huge increases in overall employee engagement once they go with an agile marketing approach. Agile teams have a strong sense of enthusiasm and a commitment to their work. These “softer” benefits are really, really important.
- Outside of our research, we have also spent the last few years helping B2B and B2C clients embrace agile for marketing by conducting team assessments, delivering training workshops, building pilot programs, and helping CMOs and other lead marketers scale agile across their entire organizations. One of the first questions that we typically get from folks considering agile for marketing is - how do we start? At the risk of oversimplifying things, we often answer that question by saying “Start.” Get your organization moving by placing your emphasis on speed & agility. Pick a team or specific project to pilot an agile methodology. Let them go through the process of putting the customer at the center of what they do, building a prioritized marketing backlog, planning a sprint, meeting daily to accomplish the key tasks, getting something out there in the market so that they can learn directly from customers, and then making tweaks and improvements in the next sprint. In our experience, these pilot agile teams are going to feel more collaborative, more accountable to the business, and will get more done, faster. When a pilot team can demonstrate these results, it often will ignite other groups and teams within the organization to want some of that on their own. That’s when you can and should focus on scaling the system to the rest of the org. At the end of the day, if this agile for marketing approach resonates with you, we think that they key is that you inspire some kind of action and get started. Don’t hold back. Go. Move.
- To wrap up, Agile For Marketing is designed to help you better manage your team in a changing world. It breaks down BIG initiatives and campaigns into many smaller sprints so that your strategy can shift to meet the evolving needs of your customers. It’s about adapting your approach based on feedback so that you can stop doing what isn’t effective and recalibrate based on actual success. The risks are smaller and you end up failing faster and succeeding smarter. Agile For Marketing also brings huge benefits to the way that your team feels about its work. Agile can be a way to bring some energy and enthusiasm to your organization and helps to build a spirit d’corps because the majority of your team’s time is spent working together to accomplish shared goals. We started out today’s webinar with the quote: the fast fish eats the slow fish and that’s how we’ll end also. You all have the power to determine whether you’ll become the faster fish by embracing a new agile way of working OR if you’ll continue doing the same thing that you’ve always done while your faster competitors swim up hungrily beside you. What’s it going to be?
- With that, let’s transition into the Q&A portion of today’s webinar. We’ll open up the lines now so that our CMG team can address your questions. Before you ask a question, we’ll just ask that you introduce yourself with your name, title, and company.
- We’ve reached the end of our webinar. Thanks very much for your time and attention and for asking all those great questions. Quick reminder that we’ll post a recording of this webinar on our web-site and a copy of the presentation on our SlideShare account. If you’re interested in learning more about Agile For Marketing, please visit CMGPartners.com where you can find whitepapers, learn more about the process, and read case studies. IF you have any additional questions, please don’t hesitate to reach out. My contact information is here at the bottom of this slide and I’d be happy to set up some individual time for us to chat. Until the next time…..get out there and swim with the fast fish!