Agile For

Marketing 101THE BACKLOG SERIES

@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

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Today’s marketers

face high levels of

uncertainty and

rapid change

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NEW EXPECTATIONS REQUIRE

A NEW WAY OF WORKING.

@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.

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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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AGILE ALIGNS A STRONG, CLEAR

VISION WITH ADAPTIVE EXECUTION

@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

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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 FOR MARKETING PUTS THE

CUSTOMER AT THE CENTER.

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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.

@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.

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4 5

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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 20142. Agile Assessment Survey 2014

@cmgpartners | #agile4marketing | © CMG PARTNERS 2015 14

THE BEST WAY TO GET

STARTED WITH A4M?

START.

@cmgpartners | #agile4marketing | © CMG PARTNERS 2015 15

NEW EXPECTATIONS REQUIRE

A NEW WAY OF WORKING.

@cmgpartners | #agile4marketing | © CMG PARTNERS 2015 16

Q&A

Thank you!

GARRETT PUTMANDirector – CMG Partners

Garrett.Putman@cmgpartners.com

919.423.5563 | @gputman