Building an Agile for Marketing Strategy by CMG Partners for MENG

-inarWinning in the Era of Disruption with Agile Marketing

What does your marketing team

need most to improve

performance?

Poll Question

Better understanding of the customer

Faster speed to market

Experimentation and rapid learning

Enhanced collaboration

Clear, shared objectives and priorities

Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page

Marketers are

facing high

uncertainty and

rapid change

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Sources: *BCG The Evolvable Enterprise, **Microsoft CEO, Satya Nadella, WSJ 7/14

COMPANIES ARE

BEING AGILE

TO ADAPT

GOAL: Test, measure, learn improve

Build an experimentation engine

Amazon.com conducts A/B testing of different versions of its website

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GOAL: Iterate quickly

Increase the strategy-process clock speed

Google launches, evaluates, and kills 10 to 15 products each year

“Flatten organizations and increase the span of control of people managers with greater trust between teams”

GOAL: “Be more lean and efficient”

“Microsoft’s move to agile is the inevitable consequence of moving to the cloud”**


AGILE FOR MARKETING

AGILE / 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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Traditional marketing assumes you know the end point today

A4M uses rapid learning cycles to reach goals

MARKETING IS NOT PREDICTABLE

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The Scrum Process – adopted from Software

AGILE IS DESIGNED FOR

CHANGE

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• Small – less than 10

• Self-organizing

• Open communication

SMALL TEAMS BIG COLLABORATION

• Team-wide visibility

• Low overhead

• Shared purpose

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AGILE MARKETING ACHIEVES

LONG-TERM PLANS IN A WAY

THAT IS ADAPTIVE.

Agile marketing produces faster results because it enables incremental and iterative delivery.

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AGILE MARKETING PUTS THE

CUSTOMER AT THE CENTER.

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EACH SPRINT PROVIDES AN

OPPORTUNITY TO LEARN & ADJUSTFail Faster, Succeed Smarter

• Improve speed of decision-making

• Reap the benefits of smaller deliverables

• Adjust your approach based on market feedback

• Experiment with innovative, new ideas

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AGILE MARKETING IS NOT JUST

ABOUT WORKING FASTER,

IT’S ABOUT WORKING SMARTER.It’s about better allocating your time and energy into activities thatproduce results.

1 3

4 5

6 7

2

76

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AGILE ALIGNS A STRONG, CLEAR

VISION WITH ADAPTIVE EXECUTION

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Connect long-term vision with the current sprint through

prioritization of the backlog.

Connect the current sprint to long-term vision during sprint review.

Minimize “fire drills” while sprint is in progress to help maintain strategic focus.


BENEFITS OF A4M

Agile Marketers report increases in team motivation and productivity.1

Source: CMG Partners research reports CMO’s Agenda 2014

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Confidential | @cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015 | page 15


YOU CAN ADAPT AGILE

METHODOLOGIES TO BEST FIT

YOUR ORGANIZATION.Scrum is just one approach.

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Create your own methodology,

but always draw upon these 8 PRINCIPLES:

1. FLEXIBLE

2.

DATA DRIVEN

3. EXPERIMENTAL

4. TRANSPARENT

5. COLLABORATIVE

6. EMPOWERING

7.

CUSTOMER FOCUSED

8.

PRIORITIZED

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HOW DO COMPANIES USE A4M?

FULL ADOPTERS

ADOPTED IN DIGITAL/ WEB

ADOPTED ELEMENTS OF THE MINDSET AND METHODOLOGY

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• To better know and serve their Customers

HOW SCOTTRADE USES A4M

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• Better target and

serve the

customer

• Drive rapid

learning

• Focus resources

on top priorities

HOW AN INTERNET GIANT USES A4M

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• To focus on the highest

priority items and have fluidity in planning

HOW HP

USES A4M

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• To use data to be more precise in targeting

the right customers and the right media

HOW KRAFT USES A4M

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WHAT MAKES A4M SUCCESSFUL?

Clear Strategic Direction

Strong Governance

Right Talent & Tools

Empowered Teams

Flexibility

Discipline

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Leadership matters.

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“


THE BEST WAY TO GET

STARTED WITH A4M?

START.

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What would you like

to know more about?

Poll Question

Best practices from other adopters

Impact on organizational structure

The process and how it works

How to engage customers in the process

How to get started

Thank you

Barre HardySr. Director

[email protected]

919.816.5476 | @barreblake