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Building an Agile for
Marketing StrategyPresented by Russ Lange for Triangle
AMA, Jan. 15, 2015
1
RUSS LANGEFounding Partner, CMG Partners
@RussLange
@cmgpartners#TriAMA
@cmgpartners
THE ANNUAL
MARKETING PLAN
IS DEAD.
#TriAMA
@cmgpartners
THE MODERN
WORLD KILLED IT.#TriAMA
@cmgpartners
Technology is eating the
world . . . enabling (and
creating) real-time
complexity at scale.
#TriAMA
WHAT ARE THE
IMPLICATIONS?1. We all have a super-computer in our
pocket.
2. Everything we’ve ever known is now online.
3. Your business is open 24/7/365.
4. Data is everywhere.
5. Power has shifted to the consumer.
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THE MARKETERS’ ROLE
WITHIN THE
ORGANIZATION HAS
GOTTEN
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@cmgpartners
New expectations
require a new way of
working.
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ENTER AGILE FOR
MARKETINGAGILE / 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.
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@cmgpartners#TriAMA
8 PRINCIPLES OF A4M
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PRINCIPLES VALUES FLEXIBLE & FOCUSED Responding to change over following a plan
DATA DRIVEN Testing & data over opinions & intuition
ITERATIVE & EXPERIMENTAL Rapid cycles over big-bang campaigns
CLEAR & TRANSPARENT Sharing over self-protection & closed doors
COLLABORATIVE Working together over silos & hierarchy
EMPOWERED Individuals & interactions over top-down orders
CUSTOMER-FOCUSED Meeting customer needs over internal drivers
ANTICIPATES CHANGE Anticipate the market over reacting to crisis
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BENEFITS OF A4M
Agile Marketing
= Growth
@cmgpartners
Source: CMG Partners research reports:
1. CMO’s Agenda 2014
2. Agile Assessment Survey 2014
Companies with 10% or
more growth last year
had the most agile
marketing practices.2
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DEGREE OF ADOPTION
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A4M: NOT JUST
ANOTHER BUZZWORDThe market IS embracing the approach:
– Our research results reported in Forbes, CMO.com and others
– MIT research concluded that agile companies grow revenue 37% faster
and have 30% higher profits
– McKinsey determines, “To deliver: build a more agile organization”
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“I don’t think there’s anything more
important.”
“It’s everything.” “Critically important.” “Extremely.”
“HOW IMPORTANT IS AGILE TO YOUR COMPANY?”
“Real competitive advantage comes from being lean, fast and strong. That is where you get strength.”
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HOW A4M WORKS
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IT’S A PROCESS . . .
AND A MINDSETA commitment to foster a culture and attitude that embraces transparency,
empowers decisions, and supports quick adaptability.
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@cmgpartners
Does your BACKLOG
represent the values,
goals, and priorities you
say you have as a
business?
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@cmgpartners
#HardChoices
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WHAT MAKES A4M SUCCESSFUL?
STRATEGIC DIRECTION/ CLARITY
Agile works really well to help speed up teams, enhance productivity, drive focus and
prioritization; while supporting a clear strategy
RIGHT TALENT & TOOLS
Best served with T-shaped team members, these individuals may have a specialty but
they are willing to contribute on a range of tasks.
STRONG GOVERNANCE
Backed up with a cross-functional understanding of objectives.
METHODOLOGY
Sets a repeatable process with operations that are customer and data driven, iterative
& speedy.
CHANGE MANAGEMENT Have a willingness and the ability to help shape the organization
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@cmgpartners#TriAMA
"Don't tell people how to do
things, tell them what to do
and let them surprise you with
their results.”
- George Patton
Leadership matters.
A4M CASE STUDIES
Adopter Reason for Adopting Problem Solved
Scottrade Needed greater focus on
client segments across
marketing.
• Agile cross-functional go to market
teams have deeper connection to
customer segments and better
feedback loops in place than could be
done in prior structure.
Teradata Wanted to be more
responsive – more quickly
– to customer feedback
• Use cycles to get closer to the
customer, know how the customer is
responding
• Accomplish 12 months of work in 5.5-6
months
HP Volume of work was too
great in digital group and
team wasn’t getting to
market fast enough with
initiatives
• Agile provides a way of working that
breaks large complex projects up into
smaller but quicker deliverables and
ultimately increases time to market.
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CMG CASE STUDYCLIENT: One of the most popular web-based businesses in the world
OPPORTUNITY: Rethink the marketing org structure, operating mechanism,
and Go To Market model to deliver a more integrated, customer-centered
experience.
KEY CHALLENGES BEFORE PILOT:
• Under-Performance: Initiative consistently missing its goals
• Lack of Prioritization/Alignment: Need for clearer prioritization/ alignment
of teams & resources
• Competing Priorities: Competition for marketing resources impacting
performance against strategic objectives
• Lack of Clear Governance: Need for a GTM team who holds the overall
plan, arbitrates over priorities, investment levels and cross-promotion
strategy
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CMG CASE STUDYPILOT STRUCTURE: Planned, Ran, and Reviewed 4 Sprints over Q4
RESULTS:
• Strong performance momentum: Surpassed the initiative’s KPI goals for 1st
time (142% to goal)
• Improved marketing effectiveness: Documented improvements in team
communication, empowerment, and understanding of direction
• Adopted the A4M process: Moving from pilot to full-implementation across
their 4 biggest Q1 marketing initiatives
LESSONS LEARNED:
• Leadership must be authentic and transparent
• Freeing up team members’ capacity is critical
• Stop doing stuff outside of the backlog….FOCUS!
• Don’t underestimate importance of face-to-face communication
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THE BEST WAY TO GET
STARTED WITH A4M?
@cmgpartners
Align on
objectives,
priorities,
governance,
personas,
use cases &
tasks
Secure
resources
Apply
data and
analysis
Daily standups
Sprint
Planning
Session,
then GO!
AlignRun &
Measure
Evaluate
results
Learn Align
Learn and
improve for
next objectiveSprint #1
Plan
START.
#TriAMA
