What does your marketing team
need most to improve
performance?
Poll Question
Better understanding of the customer
Faster speed to market
Experimentation and rapid learning
Enhanced collaboration
Clear, shared objectives and priorities
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Marketers are
facing high
uncertainty and
rapid change
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Sources: *BCG The Evolvable Enterprise, **Microsoft CEO, Satya Nadella, WSJ 7/14
COMPANIES ARE
BEING AGILE
TO ADAPT
GOAL: Test, measure, learn improve
Build an experimentation engine
Amazon.com conducts A/B testing of different versions of its website
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GOAL: Iterate quickly
Increase the strategy-process clock speed
Google launches, evaluates, and kills 10 to 15 products each year
“Flatten organizations and increase the span of control of people managers with greater trust between teams”
GOAL: “Be more lean and efficient”
“Microsoft’s move to agile is the inevitable consequence of moving to the cloud”**
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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.
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Traditional marketing assumes you know the end point today
A4M uses rapid learning cycles to reach goals
MARKETING IS NOT PREDICTABLE
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The Scrum Process – adopted from Software
AGILE IS DESIGNED FOR
CHANGE
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• Small – less than 10
• Self-organizing
• Open communication
SMALL TEAMS BIG COLLABORATION
• Team-wide visibility
• Low overhead
• Shared purpose
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AGILE MARKETING ACHIEVES
LONG-TERM PLANS IN A WAY
THAT IS ADAPTIVE.
Agile marketing produces faster results because it enables incremental and iterative delivery.
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AGILE MARKETING PUTS THE
CUSTOMER AT THE CENTER.
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EACH SPRINT PROVIDES AN
OPPORTUNITY TO LEARN & ADJUSTFail Faster, Succeed Smarter
• Improve speed of decision-making
• Reap the benefits of smaller deliverables
• Adjust your approach based on market feedback
• Experiment with innovative, new ideas
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AGILE MARKETING IS NOT JUST
ABOUT WORKING FASTER,
IT’S ABOUT WORKING SMARTER.It’s about better allocating your time and energy into activities thatproduce results.
1 3
4 5
6 7
2
76
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AGILE ALIGNS A STRONG, CLEAR
VISION WITH ADAPTIVE EXECUTION
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Connect long-term vision with the current sprint through
prioritization of the backlog.
Connect the current sprint to long-term vision during sprint review.
Minimize “fire drills” while sprint is in progress to help maintain strategic focus.
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BENEFITS OF A4M
Agile Marketers report increases in team motivation and productivity.1
Source: CMG Partners research reports CMO’s Agenda 2014
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YOU CAN ADAPT AGILE
METHODOLOGIES TO BEST FIT
YOUR ORGANIZATION.Scrum is just one approach.
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Create your own methodology,
but always draw upon these 8 PRINCIPLES:
1. FLEXIBLE
2.
DATA DRIVEN
3. EXPERIMENTAL
4. TRANSPARENT
5. COLLABORATIVE
6. EMPOWERING
7.
CUSTOMER FOCUSED
8.
PRIORITIZED
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HOW DO COMPANIES USE A4M?
FULL ADOPTERS
ADOPTED IN DIGITAL/ WEB
ADOPTED ELEMENTS OF THE MINDSET AND METHODOLOGY
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• To better know and serve their Customers
HOW SCOTTRADE USES A4M
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• Better target and
serve the
customer
• Drive rapid
learning
• Focus resources
on top priorities
HOW AN INTERNET GIANT USES A4M
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• To focus on the highest
priority items and have fluidity in planning
HOW HP
USES A4M
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• To use data to be more precise in targeting
the right customers and the right media
HOW KRAFT USES A4M
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WHAT MAKES A4M SUCCESSFUL?
Clear Strategic Direction
Strong Governance
Right Talent & Tools
Empowered Teams
Flexibility
Discipline
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Leadership matters.
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“
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THE BEST WAY TO GET
STARTED WITH A4M?
START.
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What would you like
to know more about?
Poll Question
Best practices from other adopters
Impact on organizational structure
The process and how it works
How to engage customers in the process
How to get started
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