Tag Archives: marketing
“I don’t take much stock in fancy marketing research – Sales knows our markets best.”
Testing showed the dimensional mail piece Sales loved actually performed abysmally. The plain letter they didn’t like (not colorful enough, boring) produced the most leads for them. The “I know best” contingent started to come around when they realized how many leads they were leaving on the table. Rejection can be the first reaction – don’t give up. Don’t go away. Sales was afraid that acting on data rather than their own hunches would make their opinions and recommendations less valuable. Framing the data as assistive rather than directive made it possible to move forward.
The brilliant Peter Saddington, a/k/a AgileScout, posted a wickedly funny April 1st announcement of a Certified Agile Blogger course. Yep, April Fool! Read it, it’s great fun.
Since I blog about Agile from the point of view of the business stakeholders, it got me thinking about other certifications we could use in the Agile community.
Some Agile Marketing projects will wither and die. Oh, they get finished – they just won’t be used. Why?
A SOLO RUN DOWN THE FIELD
Sometimes a developer or team unilaterally decides Marketing’s had enough turns, it’s their turn – they’ll build their own vision. Seriously, I’ve seen it happen. Maybe it really is a great idea and Marketing just won’t green-light it. Maybe the two teams aren’t getting along. Whatever. The point is that deliberately skipping collaboration can allow departmental myopia to take over. It works out occasionally, if there’s a serious UX wonk behind the keyboard. But more often, a tech-only result favors the technical accomplishment – the user CAN complete their task – but the process is so annoying that users want to kick holes in their monitors doing it. And if the style and nav are to the specs of someone’s vision of cool, unmoored from the brand’s, users can bail thinking they’re on the wrong site.
Marketing and Technology both play for the same team – the organization that employs them. Turf wars between the two departments sap efficiency and impede progress. Turf wars are bad. Turf wars should be avoided. Except in the rare cases when they need to be fought. When’s that?
Your Project Manager is probably very polite. Maybe too polite…
Some observations from the Forrester CIO/CMO Conference last week:
A COMBO CIO/CMO – LONELY AT THE TOP, BUT AT LEAST HE HAS EACH OTHER
Ponder the possibilities of one person serving as both CIO and CMO of the company. I have heard of two examples of executives doing this so far, one of whom I met at the conference. Leadership of both Technology and Marketing is a formidable reponsibility to shoulder on one’s own, but it does yield some advantages. For one thing, if you need to bogart some budget dollars, you don’t have to strongarm or cajole your counterpart. You just reach into the other pocket.
Agile is thy methodology – the way, the truth, the absolute shiznet to thy development team. Thou shalt not use any other methodology – at least not here.
Thou shalt not bitch about the lack of up-front requirements – neither shalt thou commit scope creep.
Keep holy the release day. It’s ain’t movin’. It especially ain’t movin’ for thee.
Honor thy development team. Seriously. Some morning Dunkins, a toy, a damn pizza wouldst not kill thee.
Really enjoyed the great Derek Huether’s post about zombie meetings on his blog The Critical Path. And it got me thinking…perhaps our meeting-crazed corporate culture could actually spur some new job growth?
Hey Marketers – Admit it, you chuckled that time you heard your Dev team brethren talk about “sending out an email blast” and that other time they confused the terms headline and tagline. News flash — Dev’s laughing at you too. Get acquainted with Agile so you’ll know better than to ask these side-splitters:
Don’t all speak at the same time.
If the team members in your sister office wanted to dial into a daily cocktail party, they’d have transferred to Marketing.
Lose the attitude.
Don’t get all huffy and snarl “of course it’s on the documentation wiki!” at 8:03am when your wiki update is datestamped 8:01am.