Agile for Marketing 101 - The Backlog Series

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


Today’s marketers

face high levels of

uncertainty and

rapid change


NEW EXPECTATIONS REQUIRE

A NEW WAY OF WORKING.


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.


Traditional marketing assumes you know the end point today

A4M uses rapid learning cycles to reach goals

MARKETING IS NOT PREDICTABLE


AGILE ALIGNS A STRONG, CLEAR

VISION WITH ADAPTIVE EXECUTION


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


• Small – less than 10

• Self-organizing

• Open communication

SMALL TEAMS BIG COLLABORATION

• Team-wide visibility

• Low overhead

• Shared purpose


AGILE FOR MARKETING PUTS THE

CUSTOMER AT THE CENTER.


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.


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.

1 3

4 5

6 7

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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


THE BEST WAY TO GET

STARTED WITH A4M?

START.


NEW EXPECTATIONS REQUIRE

A NEW WAY OF WORKING.


Q&A

Thank you!

GARRETT PUTMANDirector – CMG Partners

[email protected]

919.423.5563 | @gputman

Agile for Marketing 101 - The Backlog Series

Marketing

Transcript of Agile for Marketing 101 - The Backlog Series