In this episode of In-Ear Insights, Katie and Chris deconstruct a graphic by Scott Brinker on different methodologies for evaluating and deploying marketing technology. What does waterfall marketing technology deployment look like? What does agile marketing technology deployment look like? Is Scott onto something, or is it a bad fit for an analogy?

As discussed, here’s the graphic from this week’s episode:

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Machine-Generated Transcript

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Christopher Penn

In this week’s episode of In-Ear Insights, we are talking about requirements gathering, marketing, technology, agile marketing, and many, many others. So let’s start off by setting the table, our friend and colleague Scott Brinker over at Chief martech, also at HubSpot, and the I guess, the emerita of the martech conference posted a graphic on LinkedIn on his LinkedIn page back over the past weekend, we’re going to put a screenshot of that and a link to the post in the show notes. If you go to trust insights.ai, you’ll see that but it is a chart that says two different models of technology adoption where time is passing. One is waterfall, which in traditional software development typically means, you know, sort of a monolithic sequence development process. And it says gather requirements, evaluate options, plan, build and buy and then deploy. And then as a second one, which is the inverted pyramid or the correct I guess pyramid says agile where you buy the thing you use it you learn what it does he add more use cases and you expand to more users and teams. Now, this, to me sounds like kind of mixing messages a little bit because development methodology is versus technology adoption are not necessarily the same thing. But I also wanted to dig into, like, why what’s the whole logic behind? So Katie, you’ve done a obscene amount of development, management s DLC management and running dev teams. What do you make of this graphic?

Katie Robbert

I think it’s wrong. You know, and I think you’re absolutely I think you’re absolutely right in saying sort of fits the context, because it’s mixing messages. You, when you think about technology adoption, you’re thinking more about that bell curve of the early adopters, and sort of the laggards. And so if this is talking about technology, adoption, in the sense of bringing new software systems into your company, this isn’t necessarily the right way to go about it using the TLC isn’t really what you would be doing, you know, so you’re right waterfall is this step one process where it literally sort of looks like from the top down a set of steps where it’s like you start with requirements, and then you sort of move on and you can’t move up traditionally, you can’t move on to the next phase until you finish the first one. Whereas agile is