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The Precarious State
of Agile Marketing
“Marketing is not … a specialized activity at
all. It is the whole business seen from the
point of view of its final resul...
...Concern and responsibility for
marketing must therefore permeate
all areas of the enterprise.”
- Peter Drucker
@andreaf...
@andreafryrear | #MHA17
@andreafryrear | #MHA17
@andreafryrear | #MHA17
@andreafryrear | #MHA17
@andreafryrear | #MHA17
@andreafryrear | #MHA17
@andreafryrear | #MHA17
@andreafryrear | #MHA17
@andreafryrear | #MHA17
@andreafryrear | #MHA17
Customer Experience
@andreafryrear | #MHA17
Customer Experience
=
Marketing
@andreafryrear | #MHA17
@andreafryrear | #MHA17
Everything
=
Marketing
@andreafryrear | #MHA17
@andreafryrear | #MHA17
Today’s Backlog
1. Why marketers need agility
2. You keep using that word...
3. Marketing methodologies & how they compare...
1. Increased Complexity
2. World War C
3. The Audience
4. Sanity
@andreafryrear | #agilemarketing
Why Agile Marketing?
@andreafryrear | #MHA17
Time to 50 million users
38 years
@andreafryrear | #MHA17
Time to 50 million users
13 years
@andreafryrear | #MHA17
Time to 50 million users
1.5 years
@andreafryrear | #MHA17
How stressed are marketers?
13% Overly Stressed
12% Stressed to the Max
3% Not at all
35% Somewhat stressed
37% Stressed
S...
Marketer on a
Friday afternoon
@andreafryrear | #MHA17
80%
“Not very impressed”
with marketing’s work
Source: Fournaise Marketing Group
@andreafryrear | #MHA17
73%
Marketers lack business credibility, can’t
demonstrate how they grow the business
Source: Four...
@andreafryrear | #agilemarketing
77%
See disconnect between marketers’ talk
and the results that matter to CEOs
Source: Fo...
HiPPO Phenomenon
@andreafryrear | #MHA17
@andreafryrear | #MHA17
66%
Of readers have felt deceived upon
realizing content was brand sponsored
@andreafryrear | #MHA17
92%
Of consumers trust recommendations
from friends & family over ads
@andreafryrear | #MHA17
52% → 22%
From 1997 to 2008, % of brands in which
consumers had a high level of confidence
Source:...
I’ll just rest
my eyes...
@andreafryrear | #MHA17
@andreafryrear | #MHA17
45.9%
Average number of hours marketers
work each week.
Source: Workfront State of Marketing Work
@andreafryrear | #MHA17
98%
Of marketers experience conflict with
other teams.
Source: Workfront State of Marketing Work
@andreafryrear | #MHA17
54%
Of marketers take less than
30 minutes for lunch.
Source: Workfront State of Marketing Work
94% of business
problems originate from
processes, not people.
- W. Edwards Deming
@andreafryrear | #MHA17
87%
Of Agile marketers become more
productive
Source: Forbes/CMG Partners
@andreafryrear | #MHA17
80%
Better prioritize the things that matter
Source: Forbes/CMG Partners
@andreafryrear | #MHA17
93%
Get campaigns to market faster
Source: Forbes/CMG Partners
Source: Wrike State of Agile Marketing 2016
Visibility to the overall
project status
Improved teamwork
and morale
Better t...
????
@andreafryrear | #MHA17
@andreafryrear | #MHA17
The Search is On
@andreafryrear | #bizagility17
24% Lack of training/knowledge
18% Current approach works well
enough
12% Mgmnt doesn’t see...
“Can you plan to be agile? Isn’t that cheating?”
“Some of the most impressive examples of agile
marketing happened because of an event that couldn’t
be planned for.”
“Responding to social trends means flexibility, and agile
marketing doesn’t work with controlled and deliberately
timed pl...
Marketers admit they have a limited understanding of what Agile means
11% Already use agile; no challenges
43% I/my team d...
Agile
Marketing
Methodologies
Source: Wrike State of Agile Marketing 2016
@andreafryrear | #MHA17
Agile Marketing Methodologies
What kind of work
management process
does your marketing
department ...
TIP #1
Don’t assume you already know what
Agile marketing will look like.
@andreafryrear | #MHA17
@andreafryrear | #MHA17
Agile IT
Methodologies
TIP #2
But please don’t leave us
to our own devices either.
@andreafryrear | #MHA17
Marketers admit they have a limited understanding of what Agile means
11% Already use agile; no challenges
43% I/my team d...
What do you mean
“if we go with Scrum”?
@andreafryrear | #MHA17
29%
We don’t have an internal expert to
train/implement
@andreafryrear | #MHA17
17%
Getting buy-in from leadership
@andreafryrear | #MHA17
19%
Getting over the learning curve
@andreafryrear | #MHA17
TIP #3
Accept that we’re just
starting our Agile journeys.
@andreafryrear | #MHA17
Marketers admit they have a limited understanding of what Agile means
7.8% Plans to start, but haven’t
yet
22% We’re just ...
How long has your
organization been
practicing agile?
15%
Less than 1 year
25%
1-2 years
32%
3-5 years
28%
5+ years
Source...
TIP #4
Remember that we’re more
alike than we are different.
DigitalnessoftheWorld
Time
Software
Software
Software
Marketing
Marketing
Marketing
Source: Hacking Marketing
Marketing & Software are both about:
➔ shifting from rigid planning to agile adaptation.
➔ moving from a few big releases ...
@andreafryrear | #MHA17
Marketing Software
Brand
Design
Storytelling
Audience Insight
Content
Data
Automation
Digital
Dynamics
UX
Algorithms
Code
...
TIP #5
It’s all about the customer.
Customer Benefits from Agile Marketing
22%
Increased
customer
response
26%
Flexible
approach to
changing
customer
needs
18...
1. Don’t assume you already know what Agile marketing
will look like.
2. Lend marketers your expertise.
3. Accept that we’...
Cannot counteract
viral video
Slides + Ebook
bit.ly.com/MHA-17
andrea@theagilemarketer.net
@andreafryrear
@andreafryrear | #MHA17
The Precarious State of Agile Marketing
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The Precarious State of Agile Marketing

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Agile marketing, or the lack thereof, is now officially everyone's problem. If marketers can't become stewards of the customer experience across the organization, we're setting ourselves up for one disaster after another.

This presentation charts where marketers currently find ourselves on the road to greater marketing agility, including 5 tips that non-marketers can use to support the marketers in their organization as they make their way towards a more agile future.

As presented at Mile High Agile 2017 and the Boulder Agile Meetup.

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The Precarious State of Agile Marketing

  1. 1. The Precarious State of Agile Marketing
  2. 2. “Marketing is not … a specialized activity at all. It is the whole business seen from the point of view of its final result, that is from the customer’s point of view... @andreafryrear | #MHA17
  3. 3. ...Concern and responsibility for marketing must therefore permeate all areas of the enterprise.” - Peter Drucker @andreafryrear | #MHA17
  4. 4. @andreafryrear | #MHA17
  5. 5. @andreafryrear | #MHA17
  6. 6. @andreafryrear | #MHA17
  7. 7. @andreafryrear | #MHA17
  8. 8. @andreafryrear | #MHA17
  9. 9. @andreafryrear | #MHA17
  10. 10. @andreafryrear | #MHA17
  11. 11. @andreafryrear | #MHA17
  12. 12. @andreafryrear | #MHA17
  13. 13. @andreafryrear | #MHA17
  14. 14. Customer Experience @andreafryrear | #MHA17
  15. 15. Customer Experience = Marketing @andreafryrear | #MHA17
  16. 16. @andreafryrear | #MHA17
  17. 17. Everything = Marketing @andreafryrear | #MHA17
  18. 18. @andreafryrear | #MHA17
  19. 19. Today’s Backlog 1. Why marketers need agility 2. You keep using that word... 3. Marketing methodologies & how they compare to IT 4. Agile marketing educational gaps 5. A movement in its infancy 6. Marketing and software converge 7. Help marketing, help the customer
  20. 20. 1. Increased Complexity 2. World War C 3. The Audience 4. Sanity @andreafryrear | #agilemarketing Why Agile Marketing?
  21. 21. @andreafryrear | #MHA17
  22. 22. Time to 50 million users 38 years @andreafryrear | #MHA17
  23. 23. Time to 50 million users 13 years @andreafryrear | #MHA17
  24. 24. Time to 50 million users 1.5 years @andreafryrear | #MHA17
  25. 25. How stressed are marketers? 13% Overly Stressed 12% Stressed to the Max 3% Not at all 35% Somewhat stressed 37% Stressed Source: Workfront @andreafryrear | #MHA17
  26. 26. Marketer on a Friday afternoon
  27. 27. @andreafryrear | #MHA17 80% “Not very impressed” with marketing’s work Source: Fournaise Marketing Group
  28. 28. @andreafryrear | #MHA17 73% Marketers lack business credibility, can’t demonstrate how they grow the business Source: Fournaise Marketing Group
  29. 29. @andreafryrear | #agilemarketing 77% See disconnect between marketers’ talk and the results that matter to CEOs Source: Fournaise Marketing Group
  30. 30. HiPPO Phenomenon @andreafryrear | #MHA17
  31. 31. @andreafryrear | #MHA17 66% Of readers have felt deceived upon realizing content was brand sponsored
  32. 32. @andreafryrear | #MHA17 92% Of consumers trust recommendations from friends & family over ads
  33. 33. @andreafryrear | #MHA17 52% → 22% From 1997 to 2008, % of brands in which consumers had a high level of confidence Source: Young & Rubicam BrandAsset Valuator
  34. 34. I’ll just rest my eyes... @andreafryrear | #MHA17
  35. 35. @andreafryrear | #MHA17 45.9% Average number of hours marketers work each week. Source: Workfront State of Marketing Work
  36. 36. @andreafryrear | #MHA17 98% Of marketers experience conflict with other teams. Source: Workfront State of Marketing Work
  37. 37. @andreafryrear | #MHA17 54% Of marketers take less than 30 minutes for lunch. Source: Workfront State of Marketing Work
  38. 38. 94% of business problems originate from processes, not people. - W. Edwards Deming
  39. 39. @andreafryrear | #MHA17 87% Of Agile marketers become more productive Source: Forbes/CMG Partners
  40. 40. @andreafryrear | #MHA17 80% Better prioritize the things that matter Source: Forbes/CMG Partners
  41. 41. @andreafryrear | #MHA17 93% Get campaigns to market faster Source: Forbes/CMG Partners
  42. 42. Source: Wrike State of Agile Marketing 2016 Visibility to the overall project status Improved teamwork and morale Better team alignment on priorities Better division of work between team members Can identify roadblocks, problems, schedule issues faster Improved quality of work Faster time to get things released 18% 14% 13% 13% 10% 17% 16%
  43. 43. ???? @andreafryrear | #MHA17
  44. 44. @andreafryrear | #MHA17 The Search is On
  45. 45. @andreafryrear | #bizagility17 24% Lack of training/knowledge 18% Current approach works well enough 12% Mgmnt doesn’t see the value 11% Not enough time to try it 10% Not willing to try new approaches 9% Don’t have the right tools 8% Don’t have champion to lead 5% Already done it 4% Don’t know What stops your team from more completely implementing an Agile approach? Source: Wrike State of Agile Marketing Report 2016
  46. 46. “Can you plan to be agile? Isn’t that cheating?”
  47. 47. “Some of the most impressive examples of agile marketing happened because of an event that couldn’t be planned for.”
  48. 48. “Responding to social trends means flexibility, and agile marketing doesn’t work with controlled and deliberately timed plans.”
  49. 49. Marketers admit they have a limited understanding of what Agile means 11% Already use agile; no challenges 43% I/my team doesn’t know what Agile is or how it works 29% We don’t have an internal expert to train/implement 11% Getting buy-in from my team 17% Getting buy-in from leadership 18% Lack of the right tools 19% Getting over the learning curve 15% We prefer to execute against a long-term plan What barriers or challenges do you encounter within your department? Source: Workfront Agile Marketing Report 2016
  50. 50. Agile Marketing Methodologies Source: Wrike State of Agile Marketing 2016
  51. 51. @andreafryrear | #MHA17 Agile Marketing Methodologies What kind of work management process does your marketing department use to manage work? 2% I don’t know 5% None 14% Take them as they come 40% Combo of multiple methodologies 26% Plan the steps, then execute the plan 14% Re-org upcoming work based on feedback Source: Workfront
  52. 52. TIP #1 Don’t assume you already know what Agile marketing will look like. @andreafryrear | #MHA17
  53. 53. @andreafryrear | #MHA17 Agile IT Methodologies
  54. 54. TIP #2 But please don’t leave us to our own devices either. @andreafryrear | #MHA17
  55. 55. Marketers admit they have a limited understanding of what Agile means 11% Already use agile; no challenges 43% I/my team doesn’t know what Agile is or how it works 29% We don’t have an internal expert to train/implement 11% Getting buy-in from my team 17% Getting buy-in from leadership 18% Lack of the right tools 19% Getting over the learning curve 15% We prefer to execute against a long-term plan What barriers or challenges do you encounter within your department? Source: Workfront Agile Marketing Report 2016
  56. 56. What do you mean “if we go with Scrum”? @andreafryrear | #MHA17
  57. 57. 29% We don’t have an internal expert to train/implement @andreafryrear | #MHA17
  58. 58. 17% Getting buy-in from leadership @andreafryrear | #MHA17
  59. 59. 19% Getting over the learning curve @andreafryrear | #MHA17
  60. 60. TIP #3 Accept that we’re just starting our Agile journeys. @andreafryrear | #MHA17
  61. 61. Marketers admit they have a limited understanding of what Agile means 7.8% Plans to start, but haven’t yet 22% We’re just starting now 33% In the last 6 months 18% Started 6-12 months ago 11% Started over a year ago 4% More than two years 4% Don’t know How long has your team been using an Agile methodology? Source: Wrike State of Agile Marketing Report 2016
  62. 62. How long has your organization been practicing agile? 15% Less than 1 year 25% 1-2 years 32% 3-5 years 28% 5+ years Source: VersionOne State of Agile Report 2017
  63. 63. TIP #4 Remember that we’re more alike than we are different.
  64. 64. DigitalnessoftheWorld Time Software Software Software Marketing Marketing Marketing Source: Hacking Marketing
  65. 65. Marketing & Software are both about: ➔ shifting from rigid planning to agile adaptation. ➔ moving from a few big releases to continuously evolving customer experiences. ➔ engaging more directly with their audience. ➔ embracing experimentation and testing. ➔ promoting innovation as an engine of growth. Source: Hacking Marketing
  66. 66. @andreafryrear | #MHA17
  67. 67. Marketing Software Brand Design Storytelling Audience Insight Content Data Automation Digital Dynamics UX Algorithms Code Systems Architecture Programmatic Thinking Source: Hacking Marketing
  68. 68. TIP #5 It’s all about the customer.
  69. 69. Customer Benefits from Agile Marketing 22% Increased customer response 26% Flexible approach to changing customer needs 18% Increased real-time CX Source: Forbes Insights: Future of Marketing
  70. 70. 1. Don’t assume you already know what Agile marketing will look like. 2. Lend marketers your expertise. 3. Accept that we’re just starting our Agile journeys. 4. Remember that we’re more alike than we are different. 5. We’re all in it for the customer. 5 Ways to Help Agile Marketers @andreafryrear | #MHA17
  71. 71. Cannot counteract viral video
  72. 72. Slides + Ebook bit.ly.com/MHA-17 andrea@theagilemarketer.net @andreafryrear @andreafryrear | #MHA17

Agile marketing, or the lack thereof, is now officially everyone's problem. If marketers can't become stewards of the customer experience across the organization, we're setting ourselves up for one disaster after another. This presentation charts where marketers currently find ourselves on the road to greater marketing agility, including 5 tips that non-marketers can use to support the marketers in their organization as they make their way towards a more agile future. As presented at Mile High Agile 2017 and the Boulder Agile Meetup.

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