A Quick Snapshot of…

The marketing plan

is dead.

Who killed the

marketing plan?

Dude…

Your funnel is

leaking.

Google’s Zero Moment of Truth (ZMOT)

Meet the connected customer.

An iterative and adaptive process

where small, highly-collaborative teams

work in a series of short cycles,

incorporating rapid feedback,

to deliver emergent solutions,

emphasizing transparency

among all stakeholders.

What is Agile Management?

As a ____(role)_____,

I want __(goal)___

so that I can __(benefit)__.

Driven by user stories.

This is a predictive process, not an adaptive one.

Methodology

Benefits

Key Terms

Key Terms

Roles

T-shaped people.

Daily Stand-Up

1. What did I do yesterday?

2. What am I going to do today?

3. Are there any impediments in my

way?

3 Questions for the Daily Stand-up:

Inspect, adapt, repeat.

Reporting

72% Improved team morale

71% Faster time-to-market

75% Increased productivity

77% Improved project visibility

84% Ability to change priorities

Benefits of Becoming Agile

Source: VersionOne 6th Annual State of Agile Survey

RELEVANCE TO MARKETING?

MULTIPLICATION

Multiplication of

touchpoints.

Multiplication of content.

Multiplication of devices.

Data Multiplication.

Many marketing missions can be broken into discrete chunks for

iteration and adaptation.

Predictive vs. Agile Web Programs

Agile Marketing Lifecycle

The Cynefin Framework

(pronounced ku-nev-in)

This is complex.

This is complex.

This is complex.

Individuals and interactions

over processes and tools.

Agile Marketing Values

Responding to change

over following a plan.

Agile Marketing Values

Remarkable customer experiences

over formalized internal procedures.

Agile Marketing Values

Testing and data

over opinions and conventions.

Agile Marketing Values

Many small experiments

over a few large bets.

Agile Marketing Values

Agile principles have

many advocates.

34% Lack of manager support

39% General resistance to change

52% Inability to change culture

Why agile adoption fails:

Source: VersionOne 6th Annual State of Agile Survey

“To the uninitiated (and sometimes even to those in the industry), this way of working feels like

barely controlled chaos.”

www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058

February 2013

“Of primary concern is the temptation to fall back into

traditional command-and-control management styles—

to demand fail-safe business plans with defined outcomes.”

– David J. Snowden and Mary E. Boone A Leader’s Framework for Decision Making

Challenge in a Complex Domain

Is it worth it?

“Accelerated cycles, increased transparency, and teaming outside the

typical organizational boundaries (both within and outside the company)

will have great impact.”

www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058

February 2013

Punctuated equilibrium.

Excessive self-promotion of the group.

http://bit.ly/agile-mktg-group

http://bit.ly/join-the-unfunnel

For those seeking more of the marketing truth…