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Intro to Agile Marketing Strategies - PowerPoint PPT Presentation


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http://bit.ly/intro-to-agile \nAgile Marketing is a new community that emerged from the need to engage in more strategic digital marketing discussions surrounding sustainable integrated channel campaigns. The build-measure-learn feedback loop is now the new standard but we refuse sacrifice the visual aspect necessary to engage and attract consumers. \n\nJoin Us here: http://bit.ly/agile-mktg-group.

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Presentation Transcript

A Quick Snapshot of…



Who killed the

marketing plan?


Dude…

Your funnel is

leaking.




What is Agile Management?

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.


Driven by user stories.

As a ____(role)_____,

I want __(goal)___

so that I can __(benefit)__.


This is a predictive process,

not an adaptive one.









3 Questions for the 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?




Benefits of Becoming Agile

84% Ability to change priorities

77% Improved project visibility

75% Increased productivity

72% Improved team morale

71% Faster time-to-market

Source: VersionOne 6th Annual State of Agile Survey



Multiplication of

touchpoints.





Many marketing missions can

be broken into discrete chunks for

iteration and adaptation.




The Cynefin Framework

(pronounced ku-nev-in)


This is complex.


This is complex.


This is complex.


Agile Marketing Values

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 principles have

many advocates.


Why agile adoption fails:

52% Inability to change culture

39% General resistance to change

34% Lack of manager support

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.”

February 2013

www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058


Challenge in a Complex Domain

“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



Accelerated cycles,

increased transparency,

and teaming outside the

typical organizational boundaries

(both within and outside the company)

will have great impact.”

February 2013

www.mckinseyquarterly.com/Business_Technology/BT_Organization/Competing_in_a_digital_world_Four_lessons_from_the_software_industry_3058



Excessive self-promotion

of the group.

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

For those seeking more of the marketing truth…

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


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