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Steve Offsey
Agile Marketing:
Does one size fit all?
This is the story of how a
lean marketing team
succeeded by re-inventing
the way we worked.
2
3
We were faced with an
overwhelming set of
challenges.
We needed to…
4
Better define
and segment
our target
market
5
Better understand our target customer
• Who are the buyers
and influencers?
• What do they care
about? What
outcome are ...
6
Improve our
alignment with
Sales
7
Recruit and
grow a
world-class
marketing
team
8
Build a
modern
sales &
marketing
tech stack Internet
CRM
Marketing
Automation
Website
Middleware and External Data Conne...
9
And not
forget to
generate
demand!
10
As Willy Wonka
once said,
“So much time
and so little to do.
Wait a minute.
Strike that.
Reverse it.”
So, how could we keep our
team focused, motivated and
productive when there was
so much to do and priorities
were constant...
12
We needed to reinvent the traditional, task-
based Marketing culture that was killing us!
So, we decided to
implement…
13
14
Scrum
Agile Marketing
Scrum 1
15
We started with a typical Scrum approach
ActivitiesBacklog Sprints
24 h
30 days
16
First, the team met to decide on the details
Q: How long should a sprint be?
A: 2-4 weeks max
Q: How many sprints can r...
After a few months of
scrum we saw that…
17
Scrum led to
teamwork
improvement
18
Scrum
resulted in a
dramatic
improvement
in morale
But it was
also too
easy to
prioritize
activity over
results
And for
some
people to
work on a
lot of things,
but not
finish them!
So, we took a hard look at
implementing…
22
23
Scrum
Agile Marketing
Kanban 2
24
Kanban has an innate simplicity
The team was drawn to Kanban, because it was
simple, clear and transparent 25
We thought Kanban could increase productivity by
focusing everyone on what needs to be done right now 26
But some wondered whether we would waste
time combing through the backlog every day 27
And thought it might make it easier for some
people to take tangents and drift off target 28
As well as allow them to choose only the
tasks they liked 29
30
The team was enticed
by Kanban, but didn’t
want to lose the best
parts of scrum.
31
The team was enticed
by Kanban, but didn’t
want to lose the best
parts of scrum.
So, we decided to
combine the best parts of
Scrum and Kanban and
implement…
32
33
Scrum
Agile Marketing
Scrumban 3
34
Scrumban takes the best parts of Scrum and Kanban…
Sprint 1
• Task 1
• Task 2
• Task 3
Sprint 2
• Task 1
• Task 2
• Tas...
35
...and combines them!
ActivitiesBacklog Sprints
30 days
To Do Doing Done
36
Scrumban is gaining traction for Agile Marketing
Lean
30%
Kanban
25%
Scrumban
14%
Scrum
14%
Mix
17%
Source: Wrike’s Sta...
I know. Sounds
great, but how did
we really do it?
37
38
During Sprint Planning the team pulls the items from the
backlog most likely to achieve the next month’s KPIs
Sprint 1
...
At each day’s standup, the team reviews KPI burn-
down/burn-up charts…
0
50
100
150
200
250
1 3 5 7 9 11 13 15 17 19 21 23...
To Do
40
…to decide which tasks are most important to work on
Sprint 1
• Task 1
• Task 2
• Task 3
Sprint 2
• Task 4
• Task...
We also evaluated
tools to help us
organize and keep
track of everything.
41
42
We found that…
43
44
Post-its
are great
for
smaller,
co-located
teams
45
But can be
impractical
for larger
or remote
teams
We evaluated software based on
• Collaboration
• Communication
• History tracking
• Reporting
• Customizability
• Integrat...
47
48
What did we learn?
49
Some of the
common myths
about Agile just
aren’t true!
50
Myth: Agile Marketing
just means work faster
51
Myth: Agile Marketing
just means work faster
52
Myth: Agile
Marketing just
means ‘quick
and dirty’
Myth: Agile
Marketing just
means ‘quick
and dirty’
55
Myth: Agile Marketing just means you don’t have a plan
56
Myth: Agile Marketing just means you don’t have a plan
And Agile doesn’t
work equally well
for every type of
marketing activity
57
58
Scrumban
works really
well for
campaign
planning
59
Scrumban works
really well for
digital campaign
execution
Scrumban works well for tech stack enhancements by
forcing the team to prioritize and ‘chunk’ their work
60
Scrumban is a challenge for customer/buyer research
61
Scrumban is a challenge for PR and events
62
Medium term
activities that can
be broken into
discrete pieces
63
Real-time activities
or long-term
activities that
requir...
One more thing
we learned.
64
65
There’s no
‘One-size fits
all’ approach to
agile marketing.
Photo Credits
• Post-it Concept Wall courtesy of Jennifer Morrow
• Web Summit 2013 In The RDS In Dublin courtesy of Willia...
Steve
Offsey
CMO / VP Marketing
617.834.2834
steve.offsey@gmail.com
marketbuildr.com
www.linkedin.com/in/steveoffsey
@Mark...
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Agile Marketing: Does one size fit all?

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This is the story of how our marketing team, faced with an overwhelming set of challenges, succeeded by re-inventing the way we worked.

Publicada em: Marketing
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Agile Marketing: Does one size fit all?

  1. 1. Steve Offsey Agile Marketing: Does one size fit all?
  2. 2. This is the story of how a lean marketing team succeeded by re-inventing the way we worked. 2
  3. 3. 3 We were faced with an overwhelming set of challenges. We needed to…
  4. 4. 4 Better define and segment our target market
  5. 5. 5 Better understand our target customer • Who are the buyers and influencers? • What do they care about? What outcome are they seeking? • Where do we find them? • What or who influences them? • How do they want to engage and (eventually) buy?
  6. 6. 6 Improve our alignment with Sales
  7. 7. 7 Recruit and grow a world-class marketing team
  8. 8. 8 Build a modern sales & marketing tech stack Internet CRM Marketing Automation Website Middleware and External Data Connectors Analytics and Dashboards Resource and Activity Mgmt Personalization, Testing & Optimization Sales Enablement, SEM, SEO, Ad, Video, Events & Webinars, Social, Design
  9. 9. 9 And not forget to generate demand!
  10. 10. 10 As Willy Wonka once said, “So much time and so little to do. Wait a minute. Strike that. Reverse it.”
  11. 11. So, how could we keep our team focused, motivated and productive when there was so much to do and priorities were constantly shifting? 11
  12. 12. 12 We needed to reinvent the traditional, task- based Marketing culture that was killing us!
  13. 13. So, we decided to implement… 13
  14. 14. 14 Scrum Agile Marketing Scrum 1
  15. 15. 15 We started with a typical Scrum approach ActivitiesBacklog Sprints 24 h 30 days
  16. 16. 16 First, the team met to decide on the details Q: How long should a sprint be? A: 2-4 weeks max Q: How many sprints can run concurrently and how many sprints can one person participate in? A: Sprints vary in size, so rather than cap the number of sprints each person commits to a specific set of tasks
  17. 17. After a few months of scrum we saw that… 17
  18. 18. Scrum led to teamwork improvement 18
  19. 19. Scrum resulted in a dramatic improvement in morale
  20. 20. But it was also too easy to prioritize activity over results
  21. 21. And for some people to work on a lot of things, but not finish them!
  22. 22. So, we took a hard look at implementing… 22
  23. 23. 23 Scrum Agile Marketing Kanban 2
  24. 24. 24 Kanban has an innate simplicity
  25. 25. The team was drawn to Kanban, because it was simple, clear and transparent 25
  26. 26. We thought Kanban could increase productivity by focusing everyone on what needs to be done right now 26
  27. 27. But some wondered whether we would waste time combing through the backlog every day 27
  28. 28. And thought it might make it easier for some people to take tangents and drift off target 28
  29. 29. As well as allow them to choose only the tasks they liked 29
  30. 30. 30 The team was enticed by Kanban, but didn’t want to lose the best parts of scrum.
  31. 31. 31 The team was enticed by Kanban, but didn’t want to lose the best parts of scrum.
  32. 32. So, we decided to combine the best parts of Scrum and Kanban and implement… 32
  33. 33. 33 Scrum Agile Marketing Scrumban 3
  34. 34. 34 Scrumban takes the best parts of Scrum and Kanban… Sprint 1 • Task 1 • Task 2 • Task 3 Sprint 2 • Task 1 • Task 2 • Task 3 Sprint 3 • Task 1 • Task 2 • Task 3 To Do Doing Done Monthly Daily
  35. 35. 35 ...and combines them! ActivitiesBacklog Sprints 30 days To Do Doing Done
  36. 36. 36 Scrumban is gaining traction for Agile Marketing Lean 30% Kanban 25% Scrumban 14% Scrum 14% Mix 17% Source: Wrike’s State of Agile in 2016 https://www.wrike.com/library/ebooks/agile-marketing-report-2016/
  37. 37. I know. Sounds great, but how did we really do it? 37
  38. 38. 38 During Sprint Planning the team pulls the items from the backlog most likely to achieve the next month’s KPIs Sprint 1 • Task 1 • Task 2 • Task 3 Sprint 2 • Task 4 • Task 5 • Task 6 Sprint 3 • Task 7 • Task 8 • Task 9 Backlog … … … … … … … … … … … … Monthly KPIs • KPI 1 • KPI 2 • KPI 3
  39. 39. At each day’s standup, the team reviews KPI burn- down/burn-up charts… 0 50 100 150 200 250 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 NewNames Day Ideal Actual 0 10 20 30 40 50 60 70 80 90 100 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 MQLs Day Ideal Actual
  40. 40. To Do 40 …to decide which tasks are most important to work on Sprint 1 • Task 1 • Task 2 • Task 3 Sprint 2 • Task 4 • Task 5 • Task 6 Sprint 3 • Task 7 • Task 8 • Task 9 Doing Done
  41. 41. We also evaluated tools to help us organize and keep track of everything. 41
  42. 42. 42
  43. 43. We found that… 43
  44. 44. 44 Post-its are great for smaller, co-located teams
  45. 45. 45 But can be impractical for larger or remote teams
  46. 46. We evaluated software based on • Collaboration • Communication • History tracking • Reporting • Customizability • Integration • Budget 46
  47. 47. 47
  48. 48. 48
  49. 49. What did we learn? 49
  50. 50. Some of the common myths about Agile just aren’t true! 50
  51. 51. Myth: Agile Marketing just means work faster 51
  52. 52. Myth: Agile Marketing just means work faster 52
  53. 53. Myth: Agile Marketing just means ‘quick and dirty’
  54. 54. Myth: Agile Marketing just means ‘quick and dirty’
  55. 55. 55 Myth: Agile Marketing just means you don’t have a plan
  56. 56. 56 Myth: Agile Marketing just means you don’t have a plan
  57. 57. And Agile doesn’t work equally well for every type of marketing activity 57
  58. 58. 58 Scrumban works really well for campaign planning
  59. 59. 59 Scrumban works really well for digital campaign execution
  60. 60. Scrumban works well for tech stack enhancements by forcing the team to prioritize and ‘chunk’ their work 60
  61. 61. Scrumban is a challenge for customer/buyer research 61
  62. 62. Scrumban is a challenge for PR and events 62
  63. 63. Medium term activities that can be broken into discrete pieces 63 Real-time activities or long-term activities that require continuity Where did Scrumban work best?
  64. 64. One more thing we learned. 64
  65. 65. 65 There’s no ‘One-size fits all’ approach to agile marketing.
  66. 66. Photo Credits • Post-it Concept Wall courtesy of Jennifer Morrow • Web Summit 2013 In The RDS In Dublin courtesy of William Murphy • Burning Bright courtesy of Rowan Saunders • Internet Marketing Plan with red markers courtesy of Ivan Walsh • Digital Marketing Social Media Tree courtesy of Automotive Social • Adorable Handsome… courtesy of Aqua Mechanical 66
  67. 67. Steve Offsey CMO / VP Marketing 617.834.2834 steve.offsey@gmail.com marketbuildr.com www.linkedin.com/in/steveoffsey @MarketBuildr plus.google.com/u/0/112180942182740068934 BuildingexceptionB2B,SaaS, EnterpriseSoftwareandInternet businesses

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