Agile Marketing:

Rethinking the marketing function in a world of accelerating change Asiakkuus 2016 Tom Nickels

Nordic leader Focus: Combining marketing and technology to drive sales growth Clients: Leading Nordic B2C and B2B companies Technology partners: Adobe, Google, Marketo, Salesforce

- Avaus facts

105 Employees in

3 offices

>40% Average annual

growth since 2009 12 Est. revenue

2016

m€

HELSINKI

STOCKHOLM

GDANSK

Change The pace of change will never be this slow again

1892

GE

GOOGLE

FACEBOOK

“The Media Jaw” - Marketing is going through radical change

Source: Bank of Finland,TNS-Gallup, IAB, Figures corrected for inflation

Sweden Finland

GDP and Media spend 2007-2014

Digital media spend is increasing – but Finland is not keeping up with Nordic peers

Traditional media

- 610 m€

Digital media

+ 662 m€

Traditional media

- 519 m€

Digital media

+ 164 m€

Shift in media spend 2007-2014

Sweden Finland

Source: TNS-Gallup, IAB, Figures corrected for inflation

In a few years Finnish marketeers will spend as much on Digital&Tech as on media

MEDIA

DIGITAL SERVICES AND MARKETING TECH

Marketing investments in Finland

MARKETING SOFTWARE

Code

System Architecture

Servers& Networks

Brand

Storytelling

Media

Market research Applications

Design

Formal Process

Yesterday

MARKETING SOFTWARE

System Architecture

Cloud

Brand

Storytelling&Design

Media

Analytics Algorithms& Code

Data

Automation

User Experience

Persona-lisation

Agile Development

Today

MARKETING&SOFTWARE

Data&Insight

Automation& Personalisation

Flexible stack & Cloud

Brand& Experience

Agile Development

Tomorrow

Agile Marketing How do we change marketing to

respond to accelerating pace of change?

WHAT IS AGILE MARKETING?

•  Customer centric and results-driven approach

•  Ongoing process, rapid learning cycles

•  Respond to change vs follow a plan

•  Accountable and empowered x-competence teams

FOCUS& LEADERSHIP

FROM

Control risks, avoid mistakes

Focus on product & features

TO

Take calculated risks, learn from mistakes

Focus on customer & context

Profitability through efficiency

Growth through innovation

TEAM& ORGANISATION

FROM

Hierarchical decisions and control

Departmental silos and objectives: Marketing, sales, IT

TO

Self-managing integrated teams

Shared objectives and accountability

PROCESS

FROM

Plan first, then execute

Yearly planning cycle

TO

Rolling plan&review process

Ongoing marketing programs

Prioritized marketing backlog, respond to change

Campaign plans

Manual production Automation

Upsell & Loyalty

Customer Experience & Collaboration

Customer aqcuisition

Delivery& results&feedback

“Scrum” Team Program backlog

EXEC

UTI

ON

PR

OG

RAM

S Brand & experience

Sales & ROMI

Priorities & Budget

WHAT DOES THIS PROCESS MEAN IN PRACTICE?

STRATEGY

DATA& INSIGHT

FROM

What customer say

Periodic: learnings into planning process

TO

What customer do

Direct KPIs: Sales attribution

Real-time: learn&react immediately

Indirect KPIs: brand& campaign tracking

3rd party research Own data

1.  Faster speed to market and response to change

2.  Customer focus with services continously evolving based on customer input

3.  Better communication and decision making

4.  Motivated and proactive teams

5.  Better Productivity and Return on Marketing Investment

An agile approach to marketing enables organisations to have:

To sum up…

•  The pace of change is ever increasing – old plan&execute approach no longer relevant

•  Marketing and Software are merging – how do we combine creativity and software into an integrated agile process?

•  What are the Best Practices of Agile Marketing? - Customer and results-driven - Focus on people and culture - Respond to change vs follow a plan - Ongoing iterative processes vs one-time campaigns

To sum up…

Thank you! Tom Nickels tom@avaus.fi www.avaus.fi