"Adopt Agile Marketing to Keep Pace with the Speed of Digital" CMG

Adopt Agile Marketing to Keep Pace with the Speed of Digital

Barre Hardy, Associate Partner@cmgpartners

The times, they are a-changin’

Digital disruption requires exponential speed in action and reaction

2© 2015 CMG Consulting - CONFIDENTIAL

50% of web users have purchased online

Launch

The Rise of FinTech

Facebook hits 1 Billion active users

54 million U.S. households accessing online banking

Direct banking

DIGITAL

FINANCIAL

2002 2005$ 2007 2009 2012 20162004

Card spending overtakes cash

Facebook founded

Launch

The new reality is digital

More digital, mobile, personal services are table stakes

3© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 CapGemini & EFMA

No one says it’s gonna be easy

4© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 TimeTrade

60% of consumers report they do not have a personal connection to their bank.

47% of banking executives

rate their institution’s ability

to deliver a personalized

experience as “excellent”.

We deliver excellent personalized service.

My bank doesn’t know me very well.

Financial Services marketing is getting squeezed Internal & external challenges make change necessary


INTERNAL ISSUES

EXTERNAL PRESSURES

EXTERNAL

• Customer Demands

• Regulations

• New Competition

INTERNAL

• Lengthy go-to-market process

• Marketing siloes

• Increasing work volume

• Ever-changing environment

Agile marketing is a smart choice

Transform your marketing to respond to change

6© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 ValTech

Let’s do the math…

7© 2015 CMG Consulting - CONFIDENTIAL Source: © 2015 TimeTrade

Data

Customer ExperienceDigital Experience

Agile =

++

The only sustainable competitive advantage is your organization’s ability to learn faster than the competition.

8© 2015 CMG Consulting - CONFIDENTIAL Source: ©1990 Peter Senge, The Fifth Discipline

Agile Marketing: a data-driven, iterative approach


• Achieve better performance

• Execute more effectively

• Champion the customer

Agile elevates Performance


3. Focus on Quality1. Empowered Teams

4. Rapid Learning Cycles2. Focus on Customers

The playbook for a winning game plan

Agile marketing discipline will up your execution game


1. 2.3.

4.5.

Champion the Customer


It’s really tough as marketers to put your heart and soul into a project that doesn’t resonate with buyers. So why continue to do the same thing and waste more time and waste your buyer’s time? It always comes back to the buyer. That’s the root of everything.

-Travis Arnold, President, Harbinger Labs

Source: (C) 2014 CMG CMO’s Agenda

Why do it? Results.

Agile marketers report gaining big benefits across the board

13© 2015 CMG Consulting - CONFIDENTIAL Source: ©2014 CMG. The CMO‘s Agenda

We have to be careful that we don’t let all this great activity that we’re getting done because of agile marketing lull us into thinking that we’re accomplishing our goals just because we’re moving so much from the backlog to ‘Done’.

14© 2015 CMG Consulting - CONFIDENTIAL Source: ©2014 Matt Heinz, Agile Marketing Blog

Align around the business problem


• Regain #1 position in the market

• Engage customers better

• Grow net sales by X%

• Increase activation rate from X to Y

Build your testing culture to drive insightThrough trial and error, you can better understand the customer experience


Where is the leakage for callers, branch, web?

Where do they need more information?

How well do you deliver on their needs?

Is it easy to access the information customers need?

Where aren’t you meeting expectations?

Link marketing activity to business outcomesPrioritize activities that will move the needle on your big goals

© 2015 CMG Consulting - CONFIDENTIAL

27%increase in viewership

Underperforming by

60%


They've embraced a lot of additional responsibility. Because they own certain things, they drive them differently than they would otherwise. It forces them to look at the business purpose of what they’re doing. It’s made them smarter.

– Amanda Paull, Extensis, VP of Marketing

Foster collaboration and empowermentIt’s the culture and the people, not the process, that makes agile work.

Agile for Marketing is the future – come along!Financial services are proving to be early adopters of the approach


Questions?


Thank You

CMGpartners.com/A4M

Meet us at Booth #2

"Adopt Agile Marketing to Keep Pace with the Speed of Digital" CMG

Marketing

Transcript of "Adopt Agile Marketing to Keep Pace with the Speed of Digital" CMG