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Intro to Agile Marketing Strategies - PowerPoint PPT Presentation

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A Quick Snapshot of…

Who killed the

marketing plan?


Your funnel is


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


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


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


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


Excessive self-promotion

of the group.


For those seeking more of the marketing truth…