Here are the slides from the Boston Agile Marketing Meetup on January, 29, 2014 featuring Jim Ewel.

1. Agile Marketing:
Creating a World Class
Marketing Team
WELCOME
Jim Ewel
jim@agilemarketing.net
@jimewel
www.agilemarketing.net

2. My
Background
!
•
•
•
•
•
1989-­‐2001
-­‐
Microso6
in
Sales
&
Marke;ng
2002-­‐2009
-­‐
CEO
GoAhead
So6ware
2009-­‐2011
-­‐
CEO
Adometry
2011-­‐2012
-­‐
Consultant,
agile
mktg
blogger
2013
-­‐
present
-­‐
CEO
InDemand
Interpre;ng
!
2

4. SprintZero
June,
2012
4

5. The
Inspira;on
!
h"p://econsultancy.com/blog/11264-­‐how-­‐do-­‐you-­‐create-­‐a-­‐
marke=ng-­‐func=on-­‐fit-­‐for-­‐the-­‐future
5

6. So6ware
Capability
Maturity
Model
!
6

7. Marke;ng
Maturity
Model
A
Proposal!
7

8. Level
1
–
Heroic
Efforts
!
Ini=al
Summary
Heroic
Efforts
Organiza;onal
strategy
determined
elsewhere,
marke;ng
supports;
even
tac1cs
are
dictated
Vision
&
Strategy
Working
Silo
structures,
waterfall
project
prac=ces,
management,
infrequent
processes,
updates,
hierarchial
decision
tools
making
People,
Teams,
Isolated
knowledge,
ver;cal
skillsets,
poor
training
Culture
Vanity
metrics,
siloed
data
sources,
technology
restricts,
Data
and
legacy
plaorms,
li]le
marke;ng
automa;on
Technology
8

10. •
•
•
•
Vanity Metrics
!
Make you feel good!
Not clear what
caused change!
Different groups
attribute increase to
different things, no
one wants to own
decreases!
Example: Hits or
page views!
•
•
•
•
•
Actionable Metrics
!
Offer guidance on
what to do!
Usually impact
revenue!
Focus on percustomer metrics,
cohorts!
Split-test!
Example: conversions
!

11. Level
2
–
Agile
as
Project
Mgmt
!
Managed
Summary
Agile
as
Project
Mgmt
Vision
&
Strategy
Working
prac=ces,
processes,
tools
People,
Teams,
Culture
Organiza;onal
strategy
s;ll
determined
elsewhere,
but
marke;ng
determines
priori1es
Sprints,
Kanban
and/or
Scrum
Culture
of
execu;on,
accountability
for
deliverables
Data
and
Spreadsheet
metrics,
marke;ng
Technology
automa;on

12. Ma"
Heinz

13. Level
3
–
Op;mizing
!
Op=mizing
Summary
Con=nuous
Improvement
Strategy
may
arise
or
at
the
very
Vision
&
least
is
tempered
and
adjusted
Strategy
by
results
and
data
Working
prac=ces,
processes,
Experiments,
KPIs,
rapid
itera;on
tools
and
prototyping
tools
People,
Accountability
for
results,
T-­‐
Teams,
shaped
people,
sta;s;cally
Culture
literate
Technical
infrastructure
to
support
rapid
itera;ons,
Data
and
prototyping
and
measurement,
dashboards
Technology

14. 19

15. 20

16. Coca-­‐Cola
Content
2020
Part
Two
27

17. 22

18. Brad Terrell, VP & General Manager, Digital
Media, Netezza as quoted in Scott Brinker’s
Chief Marketing Technologist Blog

19. Level
4
–
Agility
and
Speed
!
Agile
Summary
Agility
and
Speed
Organiza;onal
strategy
provides
framework;
marke;ng
executes
Vision
&
quickly,
responds
to
change
and
can
make
real-­‐1me
decisions
Strategy
Working
prac=ces,
processes,
Small,
cross-­‐func;onal
teams,
tools
permission
to
fail
People,
Teams,
Collabora;ve,
open
to
change,
accepts
"good
enough"
Culture
Data
and
Technology
Technical
infrastructure
to
support
real-­‐;me
decision-­‐
making
and
execu;on

20. 15

21. The
Oreo
graphic
was
"designed,
cap;oned
and
approved
within
minutes,"
according
to
Sarah
Hofste]er,
president
of
the
cookie
brand's
digital
agency
of
record,
Dentsu-­‐owned
360i.
All
the
decisions
were
made
in
real
;me
quickly
because
marketers
and
agency
members
were
sifng
together
at
a
"mission
control"
center,
or
a
social-­‐media
war
room
of
sorts
...
32

22. .344

23. Level
5
–
Remarkable
Customer
Experiences
!
Summary
Holis=c
Remarkable
Customer
Experiences
Marke;ng
drives
the
organiza;on
in
crea;ng
remarkable
customer
experiences
and
outcomes
Vision
&
Strategy
Working
prac=ces,
Customer
Experience
Owner,
entrepreneurial,
Minimum
processes,
tools
Viable
Products
People,
Teams,
Pi-­‐shaped
people,
fluid
structure,
agile
culture
Culture
Data
and
Technology
Marke;ng
technologists,
prototype
factories,
data
as
compe;;ve
advantage,
technology
usage
innovators

24. 35

26. Focus
on
Outcomes
!

27. Pi-­‐Shaped
People
!
Right
brained,
crea=ve
Le-­‐Brained,
Analy=cal
Generalist/Broad
Knowledge

29. 49

30. Marketing
Management!
Remarkable
Customer
Experiences!
Brand & Buzz!
Lead
Generation!
Care &
Feeding Sales
Force !
Marketing
Technologists!

31. Summary
Eye
Chart
!

32. Summary
Thoughts
!
•
•
•
•
•
•
•
•
•
•
•
Focus on remarkable customer experiences!
Select a few core, actionable metrics!
Invest in experimentation (70/20/10)!
Figure out how to turn the crank faster (MVPs)!
Hire T-shaped and Pi-shaped people!
Create small, cross-functional teams!
Push down decision making!
Give teams permission to fail!
Automate what you can!
Turn data into competitive advantage!
Adopt new technology for competitive advantage!

33. Q&A
52

34. THANK
YOU
Jim Ewel
jim@agilemarketing.net
@jimewel
www.agilemarketing.net