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Is Agile Marketing a Passing Fad? - SiriusDecision

Is Agile Marketing a Passing Fad? - SiriusDecision | The MarTech Digest | Scoop.it
How do you determine if agile is the right approach? During our recent CMO session, we introduced the SiriusDecisions Agile Marketing Assessment Framework to participants. This framework arms CMOs/marketing leaders with a systematic approach they can use across a number of marketing processes (e.g. content planning and execution, measurement implementation, infrastructure implementation, go-to-market strategy) to determine which elements of a process can become more agile. It encompasses five key factors:



-Frequency. How frequently is a particular task performed? If frequency is high, then agile might be a good approach to take.
-Risk tolerance. Can the step afford to fail, or does failure cause severe consequences? An important element of agile is that you can experiment and optimize results. If you’re uncertain about the potential outcome and you can afford to experiment, agile can be a terrific option.
-Time to impact. At the heart of agile is measurement. Can a task been broken down and make a quick impact after implementation?
-Experience. Is this something that we have never done before? If so, then experimentation may be needed to get it right.
-Readiness. Do we have the necessary information or can we get what we need to perform that particular task? If the answer is yes, then agile may be the best approach.
CYDigital's insight:

Is Agile Marketing a Passing Fad? - SiriusDecision


Agile, if done properly, is a valuable management tool for marketers, especially Directors, VPs, and CMOS.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Daily Standup for Agile Marketing Teams: Formats, Problems, and Solutions | Marketing Insider Group

DAILY STANDUP FORMAT #1: THREE QUESTIONS
What did you do yesterday?
What do you plan to do today?
What impediments are keeping you from moving forward?
DAILY STANDUP FORMAT #2: WALK THE BOARD
The idea here is for a facilitator to start at the Done end of a board and move towards the Backlog end, talking about new and noteworthy things that the cards show. This works for digital boards as well as physical ones, though with digital boards the “walk” may happen virtually unless you can project it onto a large screen.

3 COMMON STANDUP PROBLEMS AND SOLUTIONS
1) PROBLEM: DAILY STANDUP TAKES TOO LONG
2) PROBLEM: TEAM MEMBERS REPORTING TO
FACILITATOR
3) PROBLEM: STANDUP ISN’T HELPING COLLABORATION
CYDigital's insight:

Daily Standup for Agile Marketing Teams: Formats, Problems, and Solutions | Marketing Insider Group

 

If you are considering agile, you'll want to click through for the details.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Agile Marketing: How to Implement Scrum for Digital Marketing - CXL

Agile Marketing: How to Implement Scrum for Digital Marketing - CXL | The MarTech Digest | Scoop.it
The Scrum framework is made up of Scrum Teams and their associated roles, events, artifacts, and rules. While it can be tempting to pick and choose parts of this framework, you’re best served to stick as closely as you can as this framework has withstood the test of time in many applications.

Successful use of the framework does depend on a certain level of maturity and alignment around a few core values:

People personally commit to achieving the goals of the Scrum team.
Team members have the courage to do the right thing and work on tough problems.
Everyone focuses on the work of the Sprint and the goals of the Scrum team.
The Scrum team and its stakeholders agree to be open about all the work and the challenges with performing the work.
Scrum team members respect each other to be capable, independent people.
CYDigital's insight:

This post and the adjacent post gives you everything you need for Agile implementation.

 

Monetize your excess MarTech with RYZZ. It’s a new approach to MarTech for B2B Marketers.

 

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What is Scrum Methodology? A Beginner's Primer - Capterra

What is Scrum Methodology? A Beginner's Primer - Capterra | The MarTech Digest | Scoop.it
Scrum takes an incremental and iterative approach to development as a way to ensure the frequent delivery of working parts of the final product.

To put it even more simply, as Gartner research director Nathan Wilson presented at the 2017 Gartner PPM Summit, “Scrum is a way of organizing work to promote agility.”

Gartner defines Scrum as “a well-known agile development method that provides a simple project management framework for organizing teams and their approach to system development.”
CYDigital's insight:

An excellent primer.

 

Monetize your excess MarTech with RYZZ. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Anais SAEZ's curator insight, September 5, 2017 8:51 AM

Pour comprendre SCRUM !

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How to Avoid the Mistakes Our Agile Marketing Team Made - CMI

How to Avoid the Mistakes Our Agile Marketing Team Made - CMI | The MarTech Digest | Scoop.it
If you’re considering adopting Agile on your team, even if you’re looking simply to streamline processes within your marketing team, you’ll want to avoid these four Agile marketing mistakes that our team made:

We called ourselves Agile without doing our homework.
We failed to designate problem owners.
We focused on deliverables rather than on problems.
We crammed instead of prioritizing (and pretended we could get it all done).
CYDigital's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

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An Agile Approach to Repurposing Content - Kapost Content Marketing Blog

An Agile Approach to Repurposing Content - Kapost Content Marketing Blog | The MarTech Digest | Scoop.it

"So to repurpose content in a more Agile way, we want to release smaller chunks over time rather than wait until we accumulate a huge amount of content.


For example, we could release a single blog post and video as soon as they are done, rather than wait for the completion all seven interviews. Each blog post/video combo could have its own iteration.


Releasing these smaller pieces creates learning opportunities that can help the team produce better results over time.


They might find out the four-minute video they released first had far lower conversions than the two-minute version they put out later. Now they can apply that lesson to future content, as well as return and reiterate their past work to make it more effective."

CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Agile Marketing Takeaways from 2017 State of Agile Report - The Agile Marketer

Agile Marketing Takeaways from 2017 State of Agile Report - The Agile Marketer | The MarTech Digest | Scoop.it
Some of the most vital takeaways from this year’s report include:

  • First-mover advantage for marketing teams who adopt Agile is still available
  • The benefits of agility remain stable, and they apply to all kinds of teams
  • Software and marketing teams face similar challenges as they pursue agility
CYDigital's insight:

The complete report available when you CT: no download, no form.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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3 Ways Agile Teams Can Use Gantt Chart Software - TechnologyAdvice

3 Ways Agile Teams Can Use Gantt Chart Software - TechnologyAdvice | The MarTech Digest | Scoop.it
1. Sprint Tracking
Gantt charts are a simple, visual way to track tasks across the lifecycle of a project. In Agile PM, teams are doing sprints, which are basically short clusters of related tasks. A Gantt chart is a helpful way to capture and plan this work.

2. Gantt Chart as a Collaboration Tool
After you build this Gantt chart to track sprints, you can also use it to plan and organize work with your team. Some Gantt charts are in and of themselves a powerful collaboration tool.

3. Integrated Timesheets
Gantt charts as part of a project management software tool can be integrated with timesheets to help monitor the time your team is putting into the work. You can then determine if they are over-tasked or if the project needs more resources.
CYDigital's insight:

Hitting the cutoff man, turning the double play.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Agile Marketing is the Answer to Marketers’ Woes: Data on Why - Marketing Insider Group

Agile Marketing is the Answer to Marketers’ Woes: Data on Why - Marketing Insider Group | The MarTech Digest | Scoop.it
Aprimo and Forbes reported the following areas of improvement for Agile marketers:

  • Faster speed to market: 27%
  • Increased customer response: 22%
  • Marketing projects completed on time: 28%
  • Marketing projects completed on budget: 26%
  • Flexible approach to changing customer needs 26%
  • Increased accountability across the marketing function 20%
  • Increased marketing collaboration 20%
  • Faster shifts of marketing spend 9%
  • More efficient marketing iterations 21%
  • Increased real-time customer experience 18%
  • Higher marketing metrics and KPIs 23%
  • Fewer layers of marketing approval 16%
  • Transparency of marketing spend 11%
CYDigital's insight:

More data when you CT. Excellent justification for the adoption.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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The 6 Values (and 4 Benefits) of Agile Marketing - Moz

The 6 Values (and 4 Benefits) of Agile Marketing - Moz | The MarTech Digest | Scoop.it
6 Values of Agile Marketing

Value number one: Responding to change over following a plan.
Value number two: Rapid iterations over "big bang" campaigns.
Value number three: Testing and data over opinions and conventions
Value number four: Many small experiments over a few big bets
Value number five: Individuals and interactions over one-size-fits-all
Value number six: Collaboration over hierarchy and silos


4 Benefits of Agile Marketing

I. The first is that you can get more done
II. Getting the right things done
III. Adapting to change
IV. Improved communications
CYDigital's insight:

If you needed justification, this is it.

 

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free.
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Are We There Yet? Launching Agile Marketing Cross The Chasm - Marketing Insider Group

Are We There Yet? Launching Agile Marketing Cross The Chasm - Marketing Insider Group | The MarTech Digest | Scoop.it
Agile marketing may currently be in the fad state, which Moore calls “something with no known market value or purpose but with ‘great properties’ that generate a lot of enthusiasm within an ‘in crowd’ of early adopters. That’s the early market.”

Agile is a change sensitive “product”; adopting it requires a change in marketers’ behavior. That means our primary competitors aren’t other work management systems. Our hurdles will be similar to the ones Moore outlines, where “Resistance has been a function of inertia growing out of commitment to the status quo, fear of risk, or lack of a compelling reason to buy.”

Fans and friends of Agile, then, need to start attacking the status quo, calming fears of risk, and articulating some very compelling reasons for marketers to “buy” Agile.
CYDigital's insight:

Even if its just scrums, just start moving in the Agile direction.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Using Scrum for Marketing: An In-Depth Introduction - Marketing Insider Group

Using Scrum for Marketing: An In-Depth Introduction - Marketing Insider Group | The MarTech Digest | Scoop.it
The events, also referred to as ceremonies, create a regular, predictable cadence for Scrum teams. They include:

  • Sprint Planning
  • Daily Scrum (also known as Daily Standup)
  • Sprint Review
  • Sprint Retrospective
Scrum events translate fairly easily from a software team to a marketing department. The second half of Scrum — the roles of the people who occupy the framework — doesn’t adapt nearly as well. Typical software Scrum roles are:

  • Product Owner
  • Scrum Master
  • Developers
CYDigital's insight:

An excellent primer.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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No More Hacks: Why Tired, Old, Boring Processes Can Make You a Better Marketer - Kissmetrics

No More Hacks: Why Tired, Old, Boring Processes Can Make You a Better Marketer - Kissmetrics | The MarTech Digest | Scoop.it
How to Create Nimble Marketing Processes that Can Adapt & Change On-the-Fly
  • Step #1. Reverse-Engineer a Step-by-Step Process You Intuitively Already Do on a Daily Basis
  • Step #2. Visually Map the ‘Transitions’ that Need to Take Place After Completing One Action Before Starting Another
  • Step #3. Make Processes Actionable & Accountable with Intuitive Tools that Reinforce the Actions You Want
  • Step #4. Processes Can Make Good People Better; Empowering Novices to Perform like Experts
CYDigital's insight:

BPI, or file under Agile Marketing (a misnomer, yes, but it does speed up the process). Challenge the norm.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Beginner’s Guide to Kanban for Agile Marketing - Marketing Insider Group

Beginner’s Guide to Kanban for Agile Marketing - Marketing Insider Group | The MarTech Digest | Scoop.it
FIVE CORE PROPERTIES OF KANBAN
  • Visualize Workflow
  • Limit Work-in-Progress
  • Measure and Manage Flow
  • Make Process Policies Explicit
  • Use Models to Recognize Improvement Opportunities
Unlike Scrum, Kanban doesn’t prescribe a way of managing work; it doesn’t dictate regular meetings or create unique roles within the team.

Kanban assumes that you already have some form of work-management process in place, and that you want to continuously improve it. This makes Kanban easier than Scrum for marketing teams to implement, because you can start Kanban with little educational overhead.

Kanban also adapts readily to changing contexts. No two teams — even within the same department — implement it in exactly the same way. This makes sense: the bottlenecks in each team’s workflow are distinct, so each team’s improvement strategy is distinct.
CYDigital's insight:

So if you're interested in Agile, start here to review Kanban. Then search this blog under the tag Agile Marketing to review Scrum. Me? Scrum.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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What is Agile Marketing? — And Why B2B Should Listen Up - Art + Marketing

What is Agile Marketing? — And Why B2B Should Listen Up - Art + Marketing | The MarTech Digest | Scoop.it
Agile marketing is a calculated approach to the traditional marketing process. Agile marketing values flexibility, transparency, visibility, predictability, and adaptability over set marketing processes. The agile approach to marketing was created out of the values and principles of agile software development:
  • Individuals and interactions over processes and tools
  • Working software over comprehensive documentation
  • Customer collaboration over contract negotiation
  • Responding to change over following a plan
Contrary to popular belief, agile marketing is not a tool, a methodology, a strategy, or an action. It’s a principle that leads to agile results. The more marketing teams adopt agile values and principles, the more agile they become.
CYDigital's insight:

A quick definition. The question is how do you implement Agile: Kanban or Scrum?

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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What Is Agile Marketing? [A Glossary of Terms] - Marketing Insider Group

What Is Agile Marketing? [A Glossary of Terms] - Marketing Insider Group | The MarTech Digest | Scoop.it
CYDigital's insight:

A good glossary, like this one, is as good as a primer.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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How Companies Plan to Boost Marketing Agility - MarketingCharts

How Companies Plan to Boost Marketing Agility - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital's insight:

Agile Marketing should be the underlying foundation to your operations. You really don't have a choice but to move fast.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Confused About Agile Marketing? Your Questions Answered - CMI

Confused About Agile Marketing? Your Questions Answered - CMI | The MarTech Digest | Scoop.it
I’ve grouped the questions into categories.

  • Agile-marketing basics
  • Agile marketing for small teams
  • Backlog setup
  • Non-Agile teams in your Agile workflow
  • Sprint setup: projects, recurring tasks, and estimating
  • Addition of Agile skills
CYDigital's insight:

A sweet, concise guide.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Better Content in Half the Time: Applying Scrum Principles to Content Marketing - Kapost

Better Content in Half the Time: Applying Scrum Principles to Content Marketing - Kapost | The MarTech Digest | Scoop.it
Scrum is only one Agile methodology, and I don’t want to suggest it’s the only way to run an Agile content team, but it does provide protection for content creators through its focus on timeboxed iterations (a.k.a. Sprints).

Each Sprint consists of the same five components:

  • The Backlog: Essentially a prioritized to-do list. It must be regularly maintained and the order of priority agreed on by stakeholders and content creators.
  • Sprint Planning/Kickoff: The team chooses what work to do in the next Sprint and, if needed, breaks the projects in the backlog into smaller tasks. Generally the longest meeting of the Sprint.
  • Daily Standup: The team meets for 15 minutes to discuss what they did yesterday, what they plan to do today, and if anything is holding them back (blockers to be resolved).
  • Sprint Review: A bragging session at the conclusion of a Sprint where the team demonstrates all their completed work to stakeholders and any other interested parties.
  • Retrospective: A discussion of the Scrum process, the team, and what improvements can be made for the next iteration. Only content creators attend this meeting.
CYDigital's insight:

marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how. #MarTech #DigitalMarketing

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Making your marketing organization agile: A step-by-step guide | McKinsey & Company

Making your marketing organization agile: A step-by-step guide | McKinsey & Company | The MarTech Digest | Scoop.it
Agile, in the marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating. At scale, a high-functioning agile marketing organization can run hundreds of campaigns simultaneously and multiple new ideas every week. 

The truth is, many marketing organizations think they’re working in an agile way because they’ve adopted some agility principles, such as test and learn or reliance on cross-functional teams. But when you look below the surface, you quickly find they’re only partly agile, and they therefore only reap partial benefits. For example, marketing often doesn’t have the support of the legal department, IT, or finance, so approvals, back-end dependencies, or spend allocations are slow. Or their agency and technology partners aren’t aligned on the need for speed and can’t move quickly enough. Simply put: if you’re not agile all the way, then you’re not agile.
CYDigital's insight:

Quality guide! CT!

 

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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What is 'agile marketing' and what do marketers think about it? - Econsultancy

What is 'agile marketing' and what do marketers think about it? - Econsultancy | The MarTech Digest | Scoop.it

"Participants on the day generally agreed with the above definitions, but added some of their own terms to describe agile marketing: 

  • Nimble
  • Responsive
  • Data-driven
  • Customer-focused
  • Flexible
  • Fail fast

 

Delegates also discussed the vocabulary which is particular to the agile methodology, such as: 

 

  • Stand-up meetings
  • Sprints
  • MVP or Minimum Viable Product"
CYDigital's insight:

An excellent synopsis of Agile Marketing. Must CT if this is an area of interest.

 

Email your comments to joe@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #

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How B2B Marketers Can Benefit From A More Agile And Intelligent CRM - Demand Gen Report

B2B marketers can benefit from a more agile CRM in several ways:

  • Agility To Run And Adjust Marketing Campaigns
  • Intelligent Lead Management
  • Next-Gen Lead Scoring
  • Intelligent Nurturing Campaigns
  • Streamline Processes Across Entire Customer Journey
CYDigital's insight:

If it walks like marketing automation, talks like marketing automation, ...

 

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How to Apply Agile Methodology to Your Marketing Projects | Cision

How to Apply Agile Methodology to Your Marketing Projects | Cision | The MarTech Digest | Scoop.it
In essence, Agile is a teamwork approach that promotes working in short sprints with defined goals, evaluating the work and then improving on it until it’s finished. The process is roughly this:

  • Pick a project
  • Assign the right tasks to the right people
  • Set aside X days to work solidly on the project (a sprint)
  • Report progress and problems daily
  • After the sprint, evaluate progress and assign work for the next sprint.
CYDigital's insight:

Please CT for the details.

 

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Navigating Agile Marketing’s Tricky Dichotomy - CMO.com

By applying agile principles to marketing tasks, an agency is able to provide a CMO with an itemized schedule for delivery of specific work. (For example, that a messaging solution will be constructed over the course of four two-week sprints, with a checklist of features and progress to show at the conclusion of each time period.) This provides an agency’s clients precise clarity into what their agency is doing and means they don’t have to wait for weeks or months to see the work being done. Rather, they have a view into the process at key stages along the way.

This execution of agile marketing results in a more transparent, responsive, and trustworthy process for a CMO to invest resources in. It offers more formality if the project is on the right track and more time and opportunities to perform course corrections as needed. The pulse of a project can be taken at predictable intervals (say, in two-week segments). And with practice, agencies following this model will develop standardized approaches to the units of work that they offer for CMOs to select, increasing their efficiency and the predictability of what is provided.

All of this brings up an interesting dichotomy between agencies and clients. The fact is, clients often struggle to define and explain what exactly they’re looking for out of their agency’s work. For this reason, agencies benefit from agile because they can dive into a project even if it isn’t fully defined, show their output from completed early sprints, learn (and help the client learn) which avenues to continue down, and adjust the direction as needed before making a full commitment to a certain end product.
CYDigital's insight:

Interesting: an inherent advantage for agencies when deploying agile.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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5 Subtly Effective Marketing Strategies You Never Considered Before - Forbes

5 Subtly Effective Marketing Strategies You Never Considered Before - Forbes | The MarTech Digest | Scoop.it
The Minimalism Movement Wins

Nobody Reads, They Skim

It’s why video marketing has delivered such impressive returns and has grown so much in popularity.

Get To The Point Fast

A picture is worth a thousand words. A video could be worth 10,000 words. Everyone is looking for faster and faster ways of communicating a message. 

Get Others To Do The Work For You

Get others to spread your content and have your fans spread your brand message. Say something quickly and get to the point. 

Start With The Trailer

Take your story and then think about what that story would look like if you condensed it into a movie trailer. This is what you want to be actually promoting. Later on when you are successful people may want to hear the full story, but at this time you are better served by only revealing the important parts.
CYDigital's insight:

Think speed. No one has time anymore!

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

 

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