Instructed by Frank Days.

1. Making Marketing Agile
Speaker
Frank Days
Correlsense

2. Today You Will Learn
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What is Agile Marketing?
What are the benefits of Agile for marketers?
What are the challenges?
Specific ways to be more agile
Selling Agile to your CMO

3. About Me
Frank Days
VP, Marketing, Correlsense
Director Social Media Novell
Pioneer in Agile Marketing
Tangyslice.com
Linkedin.com/tangyslice

4. Agenda
• An Introduction
• Benefits
• How it works
• Challenges
• Case Studies

5. INTRODUCTION

6. Applying ideas of
Agile development
to marketing

7. What is
Agile Development?
“Software development methodologies based on
iterative and incremental development, where
requirements and solutions evolve through
collaboration between self-organizing, crossfunctional teams”
- Wikipedia
*** Also, see The Agile Manifesto[1]

8. “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

9. Credit: Scott Brinker
Chief Marketing Technologist

10. Agile vs. Waterfall
Image: Wikipedia

11. BENEFITS

12. Why I care about Agile?
• Need to be responsive and adaptive
• Never liked marketing plans
• Short shelf life for marketing plans

13. Results matter more
than documentation so I need a
lightweight approach

14. Benefit #1
Agile gives you a way to adapt to
fast moving media and markets

15. Each day:
700 million pieces of
content shared on Facebook
30 million Twitter updates
900,000 blog posts

16. Benefit #2:
Agile can help us learn (fail) faster

17. Just 32% of marketers know how
customers behave across channels

18. Benefit #3
Marketing interactive projects
delivered on time and work

19. Benefit #4
Speed and flexibility are competitive
advantages

20. Benefit #5
Less planning means more
working

21. HOW IT WORKS

22. Plan in short windows or
SPRINTS
Image: Wikipedia

23. USE
CASES
describe how
customers use your
product

24. SCRUM MASTER
leads the way

25. PRODUCT OWNER
speaks for the market

26. SCRUM
Meet or
frequently to discuss progress

27. BACKLOG captures everything
in that SPRINT

28. What have you done for me lately?
What have you completed?
What are you doing next?
What barriers are you facing?

29. SCRUMS are open/transparent

30. BURNDOWN CHARTS
measure progress during a SPRINT
Image: Wikipedia

31. CHALLENGES TO OVERCOME

32. Marketers are storytellers
Agile idea:
Focusing on smaller blocks
means less time storytelling

33. Talent level…
“Waterfall protects the weak”
Agile ideas:
Smarter people can adapt
and can handle uncertainty
Image: Wikipedia

34. Many inherently waterfall programs
• Direct mail
• Old school advertising (print, TV, radio)
• Tradeshows/events
• Agile idea: Waterfall overlay

35. Mandated planning cycles
• Quarterly reporting
• Annual budgets
• Semi annual updates
• Agile ideas:
– Open scrums
– Monthly presentations

36. Your agencies are waterfall…
• Statements of work
• Creative briefs
• Risk reward balance
• Agile ideas:
– Invite them to scrums

37. CASE STUDIES

38. No more “everyone is a marketing
expert” syndrome
• Run in 30 day sprints
• Post progress in a Wiki
• End of sprint “Science Fair”

39. Agile time to results = waterfall time to live
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Using for interactive projects
Higher risk, greater uncertainty
Low cost, high velocity testing
Need right people and project

40. First Tennessee Bank
• Using agile to compress cycle times
• Talent management tool
• Have to deal with compliance

41. “How do I sell
Agile Marketing
to my boss?”

42. 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

43. TAKEAWAYS

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Agile can help marketers be more responsive
New philosophy of iterate, learn and adapt
Work in small blocks
Some waterfall overlays may be required
Start small and scale

45. Connect with me…
Frank Days
@tangyslice
fmdays@tangyslice.com
Tangyslice.com
Agile Marketing Group on Facebook

46. Thank You!
Learn more at
www.onlinemarketinginstitute.org