Christoph KruppaAgile Vietnam, September 2012

Example of Agile in Marketing

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Marketing Management

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Recent Developments

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Recent Developments

Challenges in Marketing today

A 2011 IBM study of more than 1,700 CMOs revealed that most of them feel underprepared to manage the impact of key changes in the social media landscape.

http://www.edelmandigital.com/2012/09/07/cmo%E2%80%99s-biggest-challenge-social-media-roi/

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Challenges in Marketing today

A solution?

Jim Ewel, agilemarketing.net:Get More Done. Adapt to Change. See Measurable Results.

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Agile Marketing

Responding to change over following a plan

Testing and data over opinions and conventions

Numerous small experiments over a few large bets

Engagement and transparency over official posturing

Getting out of the building over formal market research

Agile Marketing

Marketing in swiss IT bridge

Backlog & Activities

Iteration Planning

Execution & Daily StandUps

Key Performance Indicators

Retrospective

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Challenges

● Visible targets in organisation● Retrospectives with clear action● Definition and Splitting of Roles● The big picture

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Benefits

● Get more done!● Adapt to changes● Result driven

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● Transparency● Self organised team

Chris Kruppachris@agilevietnam.org