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CTAM WIRED WEBINARWinning in the Era of Disruption with Agile for Marketing
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
Meet the moderators and their clients
RUSS LANGE @RussLange
KIM CHISHOLM @KimChisholm
MARK CHINN @CMGPartners
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
Changesare drivingmarketing tobe more agile . . .
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
How have you embraced the customer-centric revolution?
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
AGILE / AG·ILE /AJ L/ Əadjective. 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.
Defining agile and A4M
5
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
It’s a process:
And a mindset:A commitment to foster a culture and attitude that embraces transparency, empowers decisions, and supports quick adaptability.
What is A4M?
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
What are the key differences between A4M and traditional marketing?
Traditional marketing assumes you know the end point today
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
What are the benefits of A4M?
Better business resultsBetter employee engagement & satisfaction.
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
How do you structure your organization for agility?
Business Owners
LeadershipTeam
CMO
Scrum Masters
© CMG PARTNERS 2015 | CONFIDENTIAL | 1010
During sprint planning, have each team member note all the daily donut making they do each week
Determine real capacity for each team member
Business owner and managers should review team’s capacity and make trade offs to dedicate proper % of time to a4m
Ideally, a4m teams dedicate upwards of 70% of their time to the sprints, 30% or less to other tasks
How do you balance all of your team’s work?
“Making Donuts vs. Marketing backlog”
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
How do you put the customer at the center of your orbit?
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
What role do personas play in A4M?
What makes this problem become an urgent priority for the buyer?
What are the buyer’s expectations for success?
What barriers prevent the buyer from choosing you?
What process will make it easy for the buyer to choose you?
What criteria does the buyer use to compare options?
Key questions to shape your personasIdentify who uses your product or buys your service
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
Personas are one of the foundations of customer centered marketing
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
The buyer’s journey is also one of the foundations of customer centered marketing
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
How do you facilitate learning cycles?
Agile is adaptive
1 or 2 week cycles
@cmgpartners.com | #agile4marketing | © CMG PARTNERS 2015
What’s the best way to start with A4M?
Give A4M teams and leadership tools needed for success
Secure resources
Confirm priorities
Daily standups
Sprint Planning Session, then GO!
TRAINRUN &
MEASURE
Evaluate results
LEARN ALIGN
Learn and improve for next objectiveSprint #1
PLANALIGN
Thank you