Agile Marketing and Next-Generation Go-To-Market Methods


A panel of experts-Adrian Ott, Dave Lloyd, and Sheryl Root-will address NorCal BMA audience on April 14 to discuss the nuances of next-generation Go-To-Market methods with a focus on Agile Marketing.

"Adapt or perish, now as ever, is nature's inexorable imperative," said H. G. Wells.

Wells's wisdom from over 60 years ago is no less relevant to marketers of today than any other walk of life.

In a recent survey, two-thirds of senior marketing executives believe that marketing has changed more in the past 2 years than in the previous 50.

How's that for an acute need to know how to change with the times?

But, how DO you change with the times?

When changes are so rapid, it's not easy; totally new methodologies need to kick in.

Adrian Ott, a Go-To-Market visionary and a sought-after speaker, will open our next talk at NorCal BMA touching upon the make up of next-generation GTM landscape. She will talk about Four-As, the four cornerstones of GTM methods of tomorrow.

Consider a scenario:

In a strategy meeting of high level sales and marketing executives, someone lays down a string of requirements that resonate with sales and marketing state-of-the-art of a decade ago. If the team forges ahead on adopting those, they will be obsolete on day one!

How about a  simple example?

IDC studies show that most IT buyers are half way through the purchase timeline before they agree to meet with a saleperson. 1 in 7 of the buyers push it even further: they wait until they are 75% of the way in before agreeing to an initial contact! The pattern is similar with most business buyers of today.

If one of the requirements is to create collateral that are designed for traditional distribution through sales contact rather than as part of content marketing, the marketing effort is doomed in today's climate.

Do you think the scenario is just some concocted hypothetical story to illustrate a point?

Sadly, no. It's more real than it should be.

Savvy B2B marketers would heed the message of next-generation Go-To-Market methods and exploit the vast opportunities created by the new landscape.

One of the Four-As is Agile Marketing. Adrian will segue from the overall GTM perspective to take a closer look at Agile Marketing. She will share with us the wisdom on where Agile works and where it fails so that you can apply Agile concepts prudently.

On the heels of Adrian's discussion of the new GTM framework and a glimpse of Agile, Sheryl Root who teaches Agile Marketing at Carnegie-Mellon University, Silicon Valley campus, and Dave Lloyd, Senior Manager of Global Search Marketing at Adobe, will delve deeper into how Agile Marketing works.

Sheryl will describe how documented success of Agile methodolgy in software engineering paved the way to the introduction of Agile in Marketing.

Starting with Agile basics, all those new fangled terms like sprint, scrum, backlog, retrospective, pigs, chickens, and the like, Sheryl will take you through the Agile process and its components as they apply to marketing. She will give a pictorial perspective of how the traditional 'Waterfall' method compares to the new 'Agile' method of marketing, to drive home the point.

Dave Lloyd, a practitioner at Adobe, will go through case studies of how Agile Marketing has been put to use by his team. He will walk you through the common pain points in organizations and how Agile is a proven and repeatable process.

Starting with his team's basic Agile methodology, Dave will present the maturity model for Agile marketing adoption. He will walk through a few specific case studies, and round out his talk with points to consider while building Agility into marketing and points to watch out for, ending with key takeaways from his experience at Adobe.

Adrian, Dave, and Sheryl will spend considerable time in Q&A where you can get your burning questions answered.

In summary, they will discuss:

  • What is Agile Marketing?
  • How four cornerstones of marketing change have transformed B2B go-to-market (GTM) methods and created vast new opportunities for savvy business marketers.
  • Case studies at Adobe and other leading firms that have adopted Agile/Scrum methodology into their campaign and marketing planning processes.
  • How the Internet of Things (IoT) will disrupt marketing and sales processes.
  • How to apply agile marketing and next gen GTM methods to your business starting tomorrow.

As Charles Darwin said, "It is not the strongest or the most intelligent who will survive but those who can best manage change." While Darwin was focusing on managing change for survival, smart businesses display their intelligence by combining Darwin's observation with Einstein's, “The measure of intelligence is the ability to change.”

SPECIAL NOTE: We have outgrown our original room for our monthly talks due to increased attendance at our recent events.

Just in case change in our attendance rate is as dynamic as present day marketing and shoots up to swallow the increased room size, grab your seat now, before it's all gone, to make sure you can get all the scoop on the hot topic of Agile Marketing!

Fire code strictly limits number of attendees. Don't get left out!


Agile Marketing and
Next-Generation Go-To-Market Methods

by Adrian Ott, DaveLloyd, and Sheryl Root

Thursday, April 14, 2016 from 5:30 PM to 8:00 PM (PST)

NetApp Building 7
1345 Crossman Avenue, Sunnyvale, CA 94089

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Adrian Ott

Adrian Ott, Award-Winning Author, and CEO of Exponential Edge Inc., is a Go-To-Market Visionary and a sought-after speaker.

Adrian and her team assist visionary senior executives to capture trending market opportunities, organize marketing operations for success, and build winning go-to-market strategies.

Global CMO recently recognized Adrian on their 50 Marketing Thought Leaders To Know list.

Adrian has appeared on Bloomberg TV, CNBC and contributed to Fast Company, Forbes and Harvard Business Review. In 2014 she was recognized by the Dean of the Harvard Business School and the HBS alumni association as a key inspirational leader in Northern California.

Her bestselling book, The 24-Hour Customer, won best business book of the year awards in 2011 and her latest book is called, Exponential Influence: Designing Digital Habits That Engage Distracted Customers.

Dave Lloyd

Dave Lloyd, Senior Manager of Global Search Marketing at Adobe, is a certified Scrum Master and has written and spoken on Agile Marketing in his role at Adobe.

Dave and his team were pioneers in using Agile principles for Adobe’s internal marketing operations. He leads a global team delivering search strategies and aligning them closely with all digital and media channels.

Dave's team uses cloud technology to deliver KPI-driven results including global subscriptions, trials, sales leads and revenue.

Previously he built Cisco’s Global SEO Strategy for all products.

Dave received his business degree from U.C. Davis; he writes monthly for ClickZ and Adobe’s Digital Marketing blog and is a repeat speaker at industry events including Pubcon, ClickZ, PR News, Ad Tech, DMA, SMA and Adobe Summit.


Sheryl Root, is an Associate Professor at Carnegie Mellon University, Silicon Valley campus, where she teaches Agile Marketing and the Project and Process Management Courses to graduate students.

Before joining the faculty, she was Director of Marketing Services at Applied Materials and previously was with HP for 20 years. At HP, Sheryl has served as Director of Business Strategy, Director of Marketing Operations for Services, and Director of the Software Initiative and Manager of Unix environments. She led internal team of consultants in advancing software engineering and business management best practices worldwide.

Sheryl completed her undergraduate degree at the University of California and obtained her MBA from Stanford University. She is on the Board of Advisors for the Stanford Business School Sloan Program and is a member of the board for WITI (Women in Technology, International).