#CNX14 - Rapid Evolution of Customer Journeys with Agile Marketing

Track: Customer Journey Showcase
#CNX14
#CNX14
Agile Marketing: 5 Principles of Agility
Scott Brinker, @chiefmartec

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Co-founder & CTO
Software and services
for marketing apps.
Author & Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.

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A
Marketing used to
work like this.
B

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Today, it feels
more like this.
A
B

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Faster cycle speeds
Fragmented channels
Feedback loops
Frequent disruptions

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Marketing used to be complicated.
Now it is complex.

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Technology (alone) is not the answer

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• Journey maps make it
technically easy to
implement new
ideas.

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•Attribution and
testing make it
technically easy to
see what works.

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We need new organizational capital

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“…helping the
companies thrive
under conditions
of high uncertainty
and rapid change.”

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Adaptability.
Shift happens.
Embrace and benefit
from change instead
of fighting it.
Respond to feedback from
real customers.

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Prioritization.
When everything is high
priority, nothing is.
Give everyone a
mechanism to agree on
what is important.

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Transparency.
Helps teams coordinate
in a highly dynamic
environment.
Give knowledge
workers knowledge.

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Empowerment.
Give teams greater
responsibility to make a
difference, to shape their
work — and to be
recognized for their
contributions.

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Experimentation.
Enable ways for teams to try
new innovations quickly,
frequently, and on a small
scale.
Create the flexibility to scale up
the winners and drop the duds.

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Sounds great. But how?

Plan #CNX14
Review
Produce
Deploy
“Waterfall” marketing
management — often a
quarterly or yearly plan.
“Waterfall” is a
predictive approach
to management.

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Not
predictable
A
B
Reasonably
predictable

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84% Ability to change priorities
77% Improved project visibility
75% Increased productivity
72% Improved team morale
71% Faster time-to-market
Benefits
reported by
software
teams who
have adopted
agile methods
Source: VersionOne 6th Annual State of Agile Survey

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Sprint Planning
Sprint
Update
Backlog
Sprint
Retrospective Daily
Stand-up
1 day
2-4
weeks
Sprint
Review

Write down nominated tasks:
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Update
Backlog
• Write a case study
• Configure new nurture
email campaign in MAP
• Create a landing page
• Launch new Google
keyword group
• Connect with a social
media influencer
Transparency.
Experimentation.

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5 6 7 8
9 10 11
Rank the nominated tasks
in order of importance.
Update
Backlog
Prioritization.
Transparency.

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5 6 7 8
9 10 11 1
2
3
To Do In Progress Done
4
5
Sprint Planning
Empowerment.
Team
commits to
tasks for the sprint.

#CNX14 Sprint
Sprints typically are
1-4 weeks long — the
team focuses on
completing its work. Empowerment.
High ratio of work time
to process overhead.
Minimize “fire drills” that
derail work in progress

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Sprint
Teammates
take tasks in
order of
priority, move
them to in
progress and
then done.
Transparency.
Empowerment.

#CNX14 Sprint Every day, the team meets
for a 15 minute “stand up.”
1. What did I do
yesterday?
2. What am I going
to do today?
3. Are there any
impediments in my way?
Transparency.

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If there’s an issue in
Europe, I want the
head of African
diplomacy to know
about it.

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1 3 4 5
Prioritization.
6 7 8 9
11 12
2
10
Sprint
If something
must be added
mid-sprint, then
it is prioritized
relative to the
other tasks —
and may bump
others out.
Transparency.

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Sprint Review
At the end of
the sprint, the
team meets to
discuss/demo
what was
completed.

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Transparency.
Empowerment.

Sprint Review #CNX14
Collect ideas for further
iterations of completed
tasks — as well as entirely
new ideas inspired by what
was produced/learned.
Add them to the backlog.
Adaptability.
Experimentation.

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Focusing on
how things
were done, not
just what was
done.
Sprint Retrospective
After the review, the
team has a separate
meeting just among
themselves to discuss
their process — and
suggests changes for
the next sprint.

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Empowerment.
Adaptability.
Experimentation.

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There’s no sleight of hand.

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One Big Waterfall
vs.
Many Small Agile Sprints
Adaptability.

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Adaptability.
Experimentation.
Each sprint cycle provides an opportunity to:
• Reap the benefits of a smaller deliverable
• Adjust your approach based on feedback
• Stop wasting time on things that aren’t effective
— rebalance your investment
• Experiment with innovative, new ideas

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1
2
3
To Do Prevent burnout
4
5
by prioritized,
self-committed
work — and by
postponing most
interruptions to
the next planning.
Empowerment.

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Part I Part II Part III
Agile is clearly great for
small projects that are
produced and deployed
within a single sprint.
But you can build a larger
project over several sprints.
Each part can benefit from
points for internal review.
Adaptability.

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Part I Part II Part III Version 1 Version 2 Version 3
This is an incremental
approach — each step
offers you a chance to
adjust your trajectory.
This is an iterative
refine your deliverable
based on feedback.
Adaptability.

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Version 1 Version 2 Version 3
This is an iterative
refine your deliverable
based on feedback.
Adaptability.
Experimentation.
An iterative approach lets
you “fail fast” — try new
ideas on a small scale
before scaling them.

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What about quality?
Is everything done “quick and dirty?”

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Quality is To Do In Progress Done
primarily
enforced
through the
definition of
done.
Managers can still
exercise control over when
something “ships” to the world.

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time
marketing productivity
Agile
Marketing
Robust
“Done”
Agile
Marketing
Weak
“Done”
Traditional
Marketing
Rushing out
sloppy work
ends up costing
you time

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What about a larger version?
Is everything just planned on-the-fly?

#CNX14 Prioritization of
the backlog
A strong, clear vision is
the fuel that powers the
agile process.
Sprint review
feedback
Minimize “fire drills”
and maintain focus

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What about work that doesn’t seem to
fit the agile process?

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Having too rigid of a plan is suboptimal
in a dynamic environment.

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Of course, being too “exploratory”
without enough focus is suboptimal too.

Download a free copy of my book at Track: chiefmartec.Customer Journey Showcase
com
#CNX14
“…helps the reader to understand how
technology can be used for both successful
marketing strategy and execution.”
– Jonathan Becher, CMO
SAP
“…the key meta-trends that will define
how all marketing is done in a world of
technology enablement...”
– Terence Kawaja, CEO
LUMA Partners

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Reach me at:
sbrinker@ioninteractive.com
Twitter: @chiefmartec
ion interactive, inc.
http://ioninteractive.com
Chief Marketing Technologist
http://chiefmartec.com
MarTech Conference
http://martechconf.com

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Take the after-session survey!
Take the Survey in
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2014 Mobile App
Join the
Conversation!
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4
$50
Starbucks
Gift Card

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Questions?

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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES

#CNX14 - Rapid Evolution of Customer Journeys with Agile Marketing

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