Agile Marketing: Transforming the way you work and the way you think about work

By Courtney Velek, Agile Marketing Coach

IS ‘14 | October 2014

Co-Founder @ Trio Marketing

Agile Coach

ScrumMaster

Co-Founder @ Trio Marketing

Agile Coach

ScrumMaster

Today:Inspire you to think differently

Arm you with ways to be agile

How many have heard of agile marketing?

And/Or

Are using scrum, lean or other agile practices?

Agile marketing

Source: incitemc.com/marketing-trend-will-disruptive-year/

Marketing is exploding

Explosion of touchpoints

Explosion of content

Explosion of devicesSource: Google/Ipsos/Sterling 2012

Explosion of technology

Explosion of data

This isn’t our only problem….

Plan

Requirements

Analysis

Produce

Deploy

ReviewWe’re using processes like this

Waterfall is a

predictive process,

not adaptive.

We’re organized like this

We’re working like this

Anyone feeling like this?!?

You’re not alone!

Fast and disruptive change

Source: chiefmartec.com

External outpaces internalSource: chiefmartec.com

Agile bridges the gap

Agile

Principles &

Practices

Source: chiefmartec.com

What is agile?

: marked by ready ability to move with quick easy grace

: having a quick resourceful and adaptable character

Little-a agile: an adjective

: an iterative and adaptive process where small, highly collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergentsolutions, emphasizing transparencyamong all stakeholders, and a leadership philosophy that encourages teamworkand accountability.

Big A Agile: a methodology

The Agile ManifestoSource: agilemanifesto.org

Software finds success

84% Ability to change priorities

77% improved project visibility

75% increased productivity

72% Improved team morale

71% Faster time-to-market

VersionOne 6th Annual State of Agile Survey

VALIDATED LEARNINGover opinions and conventions

CUSTOMER FOCUSED COLLABORATIONover silos and hierarchy

ADAPTIVE AND ITERATIVE CAMPAIGNSover Big-Bang campaigns

RESPONDING TO CHANGEover following a plan

FLEXIBLEover rigid planning

DISCOVERYover prediction

Agile Marketing Values

Ideas

ProductData

Learn Build

Measure

VALIDATED LEARNINGover opinions and conventions

CUSTOMER FOCUSED COLLABORATIONover silos and hierarchy

ADAPTIVE AND ITERATIVE CAMPAIGNSover Big-Bang campaigns

RESPONDING TO CHANGEover following a plan

FLEXIBLEover rigid planning

Humphrey's LawCustomers don't know what they want until they see what they

don't need.DISCOVERY

over prediction

Agile in Practice

CollaborativeIterativeSelf-organized

TimeboxValue drivenResults oriented

Leverage lean and scrum practices

Source: ScrumAlliance.org

Encourage self-managing teams

SEO CONTENT PR ANALYTICS DIGITAL

DEEPDISCIPLINEEXPERTISE

Create T-shaped teams

Capture user stories

Use a backlog

Constraints Cost Schedule

Estimates Features

Value-Driven

Prioritize value

Commit as a team

Radiate information

What did I do yesterday?What am I doing today?

Where am I running into issues?

Harness shorter feedback loops

Reflect on progress

Celebrate your wins!

1. Ability to change culture

2. General resistance to change

3. Availability of personnel with skills

4. Management support

Top Barriers to Agile Adoption

Connect with Like-Minds.

This room

Agile LinkedIn Groups

Scrum Alliance

Live in the Grey

Just start. Seek progress over perfectionFeel uncomfortableTake a risk

Learn and grow.

Drive

Start with Why

The Agile Samurai

The Agile Pocketbook

What you can do today

Unless someone like you cares

a whole awful lot,

Nothing is going to get better,

It’s not.

Dr. Seuss

Want to get in touch?

LinkedIn: CourtneyVelek

Twitter: @courtneyvelek

Thank You!