1. Marketing in the
Age of Lean

2. Dan Weingrod
Helping Brands and Businesses Participate on the Internet

3. Confession

4. Fanatic
http://www.flickr.com/photos/americanistadechiapas/5386718518/

5. Technology is part of
everything we do

6. Should Agencies
Think Like Software
Companies?

7. Waterfall
http://www.flickr.com/photos/dexxus/4047744775/

8. Planning
Design
Develop
Test
Release/
http://www.flickr.com/photos/dexxus/4047744775/

9. Planning
Design
WTF??
Develop
Test
Release/
http://www.flickr.com/photos/dexxus/4047744775/

10. Planning
Design
WTF??
Develop
Test
WTF?? Release/
http://www.flickr.com/photos/dexxus/4047744775/

11. The Agile
Manifesto

12. Why Agile?
•Software that no-one wants to use
•Too much time on requirements
•Wasting time, money, effort

14. Simple & Visual
Very fast
Self-Organizing Teams
Trust
No Silos

15. Sprint

16. Scrum
http://www.flickr.com/photos/kiwi/24658003/sizes/o/in/photostream/

17. Planning Poker

18. Startups

19. So Many
Good Ideas

20. So Few Succeed

21. “Most technology start-ups
fail not because the
technology doesn’t work, but
because they’re making
something that there is
not a real market for”
http://www.flickr.com/photos/61457605@N04/

23. ...an organization
dedicated to creating
something new under
conditions of extreme
uncertainty.

24. Unknown Problem
+
Unknown Solution

25. Lean
Vision
Reality

28. Lean
• Rapid prototyping
• Customer development
• Minimum viable product (MVP)
• Iterative
• Speed
• Pivot

29. Rapid Prototyping
Learn
Build
Measure

30. Customer Development
Get out of the building
http://www.flickr.com/photos/wwworks/6040733066/

31. MVP
Minimum Viable Product
• As lean and featureless as possible
http://www.flickr.com/photos/donabelandewen/1046097914/

32. Iterate.Iterate.Iterate
If you’ve changed it once you haven’t iterated

33. Measure
Use metrics and testing for constant feedback
http://www.flickr.com/photos/iliahi/

34. Speed
Fail fast
Learn fast
http://www.flickr.com/photos/janramroth/2188450114/

35. Pivot or Persevere
cartoonbank.com

36. Food On The

39. OK,
So What Does This Mean
for Marketing?

40. “At the end of the day,
customers no longer separate
marketing from the product—it
is the product...
In the era of engagement,
marketing is the company.”
McKinsey Quarterly - July 2011 • Tom French, Laura LaBerge, and Paul Magill

41. Agencies Become
Product Creators

44. Lean Agency
Simple & Visual Complex processes
Fast Slow
Self-Organizing Top down
Integrated Siloed
Iterative Masterpiece mentality
Metrics driven Vanity Metrics
Minimal waste Expensive
Constantly testing One and done

45. Not a 1:1 Match
• How do you tell clients that you don’t
know exactly what they will be getting?
• How does a continuous campaign fit into
a yearly budget plan?
• How can you move from a BIG campaign
mentality to smaller, quick hits?
• Where does the creative brief fit in?

46. What are agencies
doing?
• Integrated creative teams
(UX, Dev, Design, Copy)
• Thinking small
• Flexible briefs
• Constant testing/Constant iteration
• Getting out of the building
(no Focus Groups)
• Nailing ideas online, scaling in mass media
• Creative Technologist
• Projects v AOR

47. http://www.slideshare.net/bdwcu/matt-howell-teams-process-and-structure-mdw-august-2011

48. Results?
(we hope)
• Agencies move into product/service
development
• Marketing experiences that
• respond to people
• change behavior
• build and sustain loyalty
• More effective, less expensive

49. Resources
@madebymany www.madebymany.com
@HackerChick http://HackerChick.com
@ericreis www.startuplessonslearned
@farrahbostic www.prettylittlehead.com
@edwardboches www.edwardboches.com
@sgblank www.steveblank.com