How (Agile) Marketing helps to deliver better products

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HOW (AGILE) MARKETING HELPS TO DELIVER BETTER PRODUCTS CHRIS KRUPPA - AGILE TOUR OSAKA – OCTOBER 5, 2013

description

Many see Marketing in maximum as a money spending necessity on the way to create a product for clients or consumers. Therefore Marketing and Development teams usually are disconnected and even cannot stand each other. Marketing does not know what to promote and the development team does not understand the client. But together they could create so much awesomeness. With bi-directional cooperation between the development and the Marketing team during the development process, products can become much better and ensure customer delightment. Together we will explore in this session, how the agile philosophy can change old mindsets and bring the the development and the Marketing teams closer. We will find out, what challenges businesses have nowadays and what values Marketing should bring to businesses. This will help us to understand how Agile can be applied in other fields than development and how this helps to increase customer delightment through greater products.

Transcript of How (Agile) Marketing helps to deliver better products

Page 1: How (Agile) Marketing helps to deliver better products

HOW (AGILE) MARKETING HELPS TO DELIVER BETTER PRODUCTS

CHRIS KRUPPA - AGILE TOUR OSAKA – OCTOBER 5, 2013

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ABOUT YOU - KNOWLEDGE?

1 5 10

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5 MINS

TODAY'S CHALLENGES IN BUSINESS?

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ABOUTME

Media & Software

Lean & Agile

Marketing & Branding

Me in Vietnam

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ABOUTAGILE VIETNAM

Outsourcing vs. Product Development

Agile Community

Events and Vision

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AGILETOUR VIETNAM 2013

8./9. November 2013 in Ho Chi Minh City

10. November 2013

Mitch Lacey, Charlie Rudd, Kiro Harada, Vasco Duarte, Dieter Kaufhold, Yi Xu, Alexandre Cuva, etc.

Agile Management, Scrum, NoEstimation, DDD, Culture Clash, Kanban, Lean Startup, etc.

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AGILE PHILOSOPHY

Individuals and interactions over processes and tools

Working software over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a plan

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AGILE DEVELOPMENT

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RADICAL MANAGEMENT

(1) a shift in the firm's goal from producing outputs to delighting the customer;(2) a shift in the role of the manager from a controller to an enabler of self-organizing teams;(3) a shift in the way work is coordinated from bureaucracy to dynamic linking;(4) a shift from value to values; and(5) a shift from top-down commands to conversation

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MANAGEMENT 3.0

“Management is too important to be left to Managers”

Management 3.0 Author Jurgen Appelo

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LEAN STARTUP

“...startups can shorten their product development cycles by adopting a combination of business-hypothesis-driven experimentation, iterative product releases, and what Eric Riess calls 'validated learning'“

http://en.wikipedia.org/wiki/Lean_Startup

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WHAT IS MARKETING?

5 MINS

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“Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.”

http://en.wikipedia.org/wiki/Marketing

WHAT IS MARKETING?

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WHAT IS MARKETING?4 C's

Customer

Cost Convenience

Communication

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MARKETING AS COMPANY CULTURE

Identification - e.g. Elf Yourself

Enthusiasm - e.g. LipDub Videos

Transparency - e.g. The Rodon Group

Communication - e.g. Radiohead

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AGILE MARKETING

Responding to change over following a plan

Rapid iterations over Big-Bang campaigns

Testing and data over opinions and conventions

Numerous small experiments over a few large bets

Individuals and interactions over target markets

Collaboration over silos and hierarchy

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AGILE MARKETING

Product Owner

Team

Team

Team

Product Owner

Scrum Master

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...AND NOW?

Challenges today?

What is Marketing?

Agile Philosophy & Development

The Agile Shift

Agile Marketing

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OPERATIONS & MARKETING

Organisational Communication

The Agile Organisation

Cross-functional teams

Collaboration over negotiation

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THANK YOU

Christoph Kruppa

www.agilevietnam.org

[email protected]@evecoo.vn

facebook.com/chris.kruppa