The Agile Marketing Revolution Continues
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Panel pictured from left: Marty Smith, Jascha Kaykas-Wolff, Andre Bourque, John Cass, Jim Ewel
Jim Ewel (@JimEwel)
Jim's excellent post on creating a manifesto and starting a new marketing movement:
The Making Of A Manifesto
John Cass (@JohnCass)
John's great recap of our meeting:
Recap of Sprint0: The Physics of Agile Marketing and John's article that motivated me to head west: What is Agile Marketing And Why It Is Essential.
ScentTrail's Live Blogs San Francisco Trilogy +1 series:
Agile Marketing's New Revolution
Agile Marketing: Why A Marketing Revolution Is A Must
Agile Marketing A Hero's Journey
Monday June 11th Agile Marketing's 1st Meeting Live Blog Notes
SprintZero Agile Marketing on Evenbrite
Synopsis of Agile Marketing by Travis Arnold (helpful macro doc)
John Cass, Boston Marketing
PR Communications (John's blog)
#Sprint0 on Twitter Search
(Cool one of my favorite bloggers, Steve Farnsworth @Steveology and his great Steveology Blog is here). Met Steve at break and he is very much what you think when you read his Tweets and blogs: smart, generous and able to find the pulse in the middle of a SCRUM of mess (lol, bad Agile Marketing joke). Highly recommend following Steve's tweets and blog - Marty.
Steven just shared his favorite marketing auto resource Brian Kardon (@bkardon) at Lattice Engines. Going to be reaching out to Brian before I leave SF.
Big A Agile:
Little bit more formal statement of values.
There are no established values and principles. Today is the day we establish Marketing's Agile. In addition to values is principles, so what are principles of Agile Marketing. Finally there is process.
Scrum is not mentioned in founding manifesto. Scrum is a wishlist, things that need to be done. Then there sprints are prioritized. Sprint happens in 2 to 4 weeks. First IT Agile meeting in Snowbird they argued about how long a "sprint" is now there is no definitive time. Spring cycles are up to teams.
Mountain Goat Software powering much of the slides.
One debate is do you allow change during a sprint. IT says NO, but marketing not so cut and dried. What changes can be allowed during a sprint might be useful discussion.
Sprint Process Control Levers
- Product Role
- Scurm Master (secret weapon of scrum)
- Pigs vs. chickens (ham and egg breakfast chicken is involved, Pig is committed, pigs = accountable)
Spring Planning Meeting
Start with inputs, know capacity.
Helps to have executives in order to set priorities and not make the team blow in an uncontrollable wind.
How achieve sprint goal? How measure? Define KPI. User stories. I want to do X to accomplish Y (format of user stories). Epics (big user stories). Themes are bundles of user stories with something in common.
Team has autonomy to accept/commit. Agile is not top down. Agile is about team having some autonomy and decides what to do.
Daily Scrum - time bound standup daily meeting. Don't try to solve. Answer three questions. What did I do yesterday. What working on today. What are obstacles. These are not reports to Scrum Master. Commitments to your peers. Not a report card. (Atlantic BT does have a daily Scrum meeting we implemented after reading Rockefeller Habits and it really helps).
Common to post on white boards, use post it notes or HubSpot does with public document.
Burn Down Charts
Regression analysis to predict what will be done by when. Keeps accountability high and easier to trend resources to avoid Mythical Man Month problems.
Agile Practitioners Insights Panel
Jascha Kaykas, CMO MindJet
We are still in process stage. I will say from a demand generation perspective Agile has been a huge boost. Mindjet published a case study. "Marketing is pretty miserable at time management generally," Jascha Kaykas.
Rohn Jay Miller, Group Account Dirctor, SapientNitro
We have to stop campaigning and start committing. We need to focus on what do we need to do to get things to the marketplace. How do we move past branding fluf and move to the values, what we deliver. Key idea is prototyping and iterations. Ad Agency organically becoming tech based because that is the way the world is going. Agency = tail and client dog, so must collaborate with clients to go to market in more collaborative ways. Jim Keene CMO at General Mills.
The Agile Waterfall Tim Malbon at cool agency Made By Many
Nick Muldoon, Atlassian
Nick made good points on morning panel.
Ken Olofsen, Atlassian
Ken made an excellent point about how to organize to push fast. Atlassian has a Product Manager, a Marketing Lead and a Development Lead working as a collaborative skunk works within Agile to insure tactics and execution are aligned and happening fast enough to meet market, client and competitive needs.
Check out Ken's posts
Agile Marketing book from Anthony Freeling.
Cool Book brought up in peer-to-peer: Imagine by Jonah Lehrer
Huge part of Agile @KayKas explained. That echoes one of best presentations I saw on Scrum from New Media Campaigns where trust of each other kept coming up. They had to decide they would put up with a bigger error rate to achieve speed. Fascinating tradeoff. I wrote about New Media for Technorati:
New Media Campaigns From Technorati
What about gamifiction and Agile? from @KayKas
Nick from FindLaw.com
Evolution of agency structure to distributed teams. How we aggregate and pay for our teams will evolve. Vendors are part of team whether they are Agile or not. Nick is talking about how he uses structures and games to create fair mutual incentives. If you are tracking then you can track to your successes and can make it fun.d
Great conversation with Simon Ward from Ayzenberg.com, Ken from Atalassin, Rohn Jay Miller from SapientNitro and Jafez Adel from Regargeter.com about gamification. Here is a link to the paper I wrote a few weeks ago on gamification (sort of a how to for marketers):
Gamification: Winning Hearts, Minds and Loyalty Online
Currently the quid pro quo for the paper to tweet about the paper and then download it (so called "Pay With A Tweet". If anyone wants the paper without having to Tweet let me know and I will send my draft version (not as pretty but words are same LOL, send requests to my personal email: mobriff(at)gmail ad I will send you my word doc).
Cool smart guys from lunch.
Peer-To-Peer - How Write The Agile Marketing Manifesto
John and Jim leading a discussion on crating a manifesto. "Part of why agile came out was to bring introvert developers out of their shell and on the other side face up against ROI and metrics.
Cluetrain Manifesto came up as an example of how to write a meaningful statement of being.
Steve (@Steveology) making a great point about staying flexible and publishing as a "finding" not the final, penultimate definition of What Is Agile Marketing. Simon just pointed out that an "open source" approach would be consistent with an Agile approach.
Will post a picture of the values charts in a moment once we go through a Vox Populi dotting process to identify what stands out to this group.
Voting on these values:
- Responding to change over following a plan. (8) #6
- Flexible planning vs. rigid planning (11) #5
- Many small experiments over a few large bets. (8) #7
- Two Way conversations over one-way interpretations.
- Individuals and interactions over process and tools
- Validated learning over opinions and conventions (15) - post vote #1
- Engagement and transparency over official posturing.
- Working outputs over comprehensive inputs.
- Tools and collaboration over contracts.
- Customer focused collaboration over silos and hierarchy (13) #2
- Strategy implementation over strategy planning.
- Smaller more frequent deployments over lengthy major launches.
- Authenticity over image.
- Execution as competitive advantage
- Getting out of the building over formal market research.
- Great customer experiences over impersonal mass markets
- Adaptive and iterative campaigns over Big-Bang campaigns. (13) #3
- Responsive and iterative over predictive
- Process of customer discovery over static prediction (13) #4
1. Validated learning over opinions and conventions (15) - post vote #1
2. Customer focused collaboration over silos and hierarchy (13) #2
3. Adaptive and iterative campaigns over Big-Bang campaigns. (13) #3
4. Process of customer discovery over static prediction (13) #4
5. Flexible planning vs. rigid planning (11) #5
6. Responding to change over following a plan. (8) #6
7. Many small experiments over a few large bets. (8) #7
Agile Marketing Principles
- Simplicity is essential
- Learning via build, measure, learn feedback loop is primary measure of success.
- Sustainable marketing requires you to keep a constant pace and pipeline
- Don't be afraid to fail; just don't fail the same way twice
- Continuous attention to marketing marketing fundamentals and good design enhances agility
- Deliver marketing programs frequently, from a couple of weeks to a couple of months with preference for shorter time frame
- Great marketing resources requires close alignment with the business people, sales and development
- Build marketing programs around motivated individuals, give them the environment and support they need and trust them to get the job done
Rohn Jay Miller - How is Agile different than traditional marketing?
From The Lean Manifesto
Assume customer and connections are unknown. Have to break out of the constraints that established convention are necessarily and automatically correct and so must be rigidly adhered to (the Black Swan thing).
Adaptive and iterative campaign management.
Responsive and iterative over predictive and grand plans. Simon Ward.
Steven (@Steveology) there are 500+ plus ways to get information. Is the customer experience unknowable. Is there a difference between unknowable and unpredictable.
Jim just made a point that Amazon knows more than you think. They know how you came in, who you are and so they can predict and model your behavior. "It is not the Heisenberg uncertainty thing," Jim Ewel.
There is a word we are not using and it is called "Discovery" we have to respect the process is one of discovery. Discovery over static prediction.
Customer focused collaboration with cross functional teams over siloed process planning - Rohn Jay Miller.
There was a real religious flavor to the whole thing (the beginning of Agile). That kind of religious enthusiasm really got the movement going. You, the Agile Marketers in this room, need to think about if Agile marketing is a movement how do you foster the movement. ***** KEY QUESTION ****
Why did Agile development scale?
It is really nice to have an elder statement, but there needs to be a balance. It was the wild and crazy experiments that led to things like extreme programming that refined Agile and Scrum. You want many experiments going on feeding into it. What the manifesto accomplished was to get feelings about the process OUT. Felt lousy about the old development process and Agile made the founding fathers feel better.
One thing is Agile programmers did was to badge themselves as liking these values and principles. The marketing process itself is different in many ways from programming and programmers. The nature of the job has much less face-to-face interaction. Marketing has much MORE face-to-face so that means Agile marketing is much different. Marketing becomes a different use case for Agile.
Enormous resistance at corporate until some champion at a Fortune 100 said, "Let's try this." As you try to develop an industry there will be barriers at corporate. "This is a nasty risk for me to try," will be the reaction unless there is a compelling use case. There has to be one point of scalability that says I'm betting my company on this but it is a safe bet.
British Telecom was the dam breaker for Agile Development.
Read an article about British Telecom's early Agile use case HERE.
What made people move so fast into Agile Development was that people who were "more" agile won. Continuous delivery is a natural extension of Agile, but the take off happened because of Darwin. Those who were more "agile" were getting more work.
Should be able to reach the point of takeoff, the point of a network effect in about 3 years.
How do we evangelize Agile Marketing? We expect, like Agile development, we will have many experiments.
Idea: Case Studies
Idea: What is wrong with traditional ?
Idea: Personas /case studies
Idea: cookbook of experiments
Idea: How agile
Idea: Develop AgileMarketingManifesto.org site.
Idea: Core set of evangelical materials.
Idea: Real time collaboration
Idea: More Events
Idea: Create Swag (I volunteered to do this)
And with that we close the day.