Agile Marketing Meetup
Moving Beyond the Marketing
Plan So You Remain Relevant
Average CMO Tenure Doubles!
2007 AdAge: “Blame CMO
Turnover on Metrics Mania”
2015 Forbes: “CMOs’ ability to
leverage digi...
But… I Predict Another Big Drop
2007 AdAge: “Blame CMO
Turnover on Metrics Mania”
2015 Forbes: “CMOs’ ability to
leverage ...
Why? Traditional Mktg Lacks Agility
•  Marketing channels have very short shelf life
•  Most marketing plans miss channel ...
Scaling Growth?
•  Inspiration from early growth process/teams
•  Met with top growth teams to compare process
•  Today wi...
About Me
•  1996 - 2007: Led marketing from launch to IPO
•  2008: Shifted focus to traction stage
•  Now: Founder/CEO of ...
Key Finding: Testing Drives Growth
•  Test to discover (pings)
•  Test to optimize (A vs B)
•  Focus on velocity
(quality ...
2011 Twitter Accelerated Testing
0.5 tests/week 10 tests/week
Satya Patel – 2014 Agile Marketing Meetup
Must Rethink Marketing Planning
Quarterly: Marketing Updates
•  Customer snapshot and strategy
•  Channel trends and proje...
High Tempo Testing
•  More Testing = More Discovery/Optimization
High Tempo Team & Process
Team
Process
Team for High Tempo Testing
Team
Process
High Tempo Testing Growth Team
•  Start with Growth Master
(PM Growth)
•  Add dedicated people to core as
needed to hit te...
Process for High Tempo Testing
Team
Process
High Tempo Testing Growth Process
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Unbridled Ideation
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Build Large Idea Backlog
•  My team has 450+ ideas in backlog
Unbridled Ideation
•  Invite participation from whole company
•  Ideas across vectors
Acquisition Referral
Activation Reve...
Formalize ideas in Experiment Doc
•  Include research, hypothesis, target lever
ICE Score 1 - 10
I - Impact
C - Confidence
...
Prioritize Backlog
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Prioritize Test Nominations
•  Growth master communicate focus area
•  Growth team members nominate ideas
! Include someon...
Weekly Nominations from Team
•  Use ICE to nominate
(high impact, high confidence, easy to test)
Launch Tests
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Weekly Growth Meeting
•  Choose the tests you’re going to launch
•  Meeting establishes a growth rhythm
•  No brainstormin...
Deciding Target for Test Launches
•  Start small (i.e. 2 tests per week)
•  Right size tests to hit target
•  Add more amb...
Manage Testing Queue
•  Assign each test to a project manager
•  Communicate test releases
Capture Learning
Unbridled
Ideation
Prioritize
backlog
Launch
tests
Capture
learning
Capture Learning Details
•  Every test leads to learning
•  Ensure transparent sharing/access
Weekly Growth Meeting Agenda*
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key...
Example Winning Test
•  Moved email
collector to top
•  Increased emails
collected 700%
Double Down Tests
•  Step 2 of registration •  Improved design/text
Results: Step 2 of Registration
•  22% boost in sign ups
Results: Improved Design/Text
Test +44.5%
Control
2015 GH Accelerated Testing
GH accelerated testing to 3+ per week
after growth plateaued
Team + Process = Silver Bullet
Unbridled
ideation
Prioritize
backlog
Launch
tests
Capture
learning
Join Canvas private beta
at Canvas.GrowthHackers.com
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
Purpose-Bu...
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Agile Marketing Meetup: Moving Beyond the Marketing Plan So You Remain Relevant

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Annual marketing plans can't keep up with the rapidly changing landscape of digital marketing acquisition channels and tactics. To remain relevant, CMOs and marketing teams need to completely rethink their marketing/growth approach. This presentation highlights the agile process that today's fastest growing companies are adopting - from building the right team to executing an agile marketing process.

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Agile Marketing Meetup: Moving Beyond the Marketing Plan So You Remain Relevant

  1. 1. Agile Marketing Meetup Moving Beyond the Marketing Plan So You Remain Relevant
  2. 2. Average CMO Tenure Doubles! 2007 AdAge: “Blame CMO Turnover on Metrics Mania” 2015 Forbes: “CMOs’ ability to leverage digital and analytics”
  3. 3. But… I Predict Another Big Drop 2007 AdAge: “Blame CMO Turnover on Metrics Mania” 2015 Forbes: “CMOs’ ability to leverage digital and analytics”
  4. 4. Why? Traditional Mktg Lacks Agility •  Marketing channels have very short shelf life •  Most marketing plans miss channel windows By James Currier
  5. 5. Scaling Growth? •  Inspiration from early growth process/teams •  Met with top growth teams to compare process •  Today will share our combined best practices $250B $23B $50B $11B
  6. 6. About Me •  1996 - 2007: Led marketing from launch to IPO •  2008: Shifted focus to traction stage •  Now: Founder/CEO of GrowthHackers
  7. 7. Key Finding: Testing Drives Growth •  Test to discover (pings) •  Test to optimize (A vs B) •  Focus on velocity (quality hard to predict)
  8. 8. 2011 Twitter Accelerated Testing 0.5 tests/week 10 tests/week Satya Patel – 2014 Agile Marketing Meetup
  9. 9. Must Rethink Marketing Planning Quarterly: Marketing Updates •  Customer snapshot and strategy •  Channel trends and projections •  Competition changes & tactics Weekly: High Tempo Testing across vectors Acquisition Referral Activation Revenue Retention Resurrection
  10. 10. High Tempo Testing •  More Testing = More Discovery/Optimization
  11. 11. High Tempo Team & Process Team Process
  12. 12. Team for High Tempo Testing Team Process
  13. 13. High Tempo Testing Growth Team •  Start with Growth Master (PM Growth) •  Add dedicated people to core as needed to hit tempo goals •  Contract temp specialists to explore channels (FTE proven)
  14. 14. Process for High Tempo Testing Team Process
  15. 15. High Tempo Testing Growth Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  16. 16. Unbridled Ideation Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  17. 17. Build Large Idea Backlog •  My team has 450+ ideas in backlog
  18. 18. Unbridled Ideation •  Invite participation from whole company •  Ideas across vectors Acquisition Referral Activation Revenue Retention Resurrection
  19. 19. Formalize ideas in Experiment Doc •  Include research, hypothesis, target lever ICE Score 1 - 10 I - Impact C - Confidence E - Ease
  20. 20. Prioritize Backlog Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  21. 21. Prioritize Test Nominations •  Growth master communicate focus area •  Growth team members nominate ideas ! Include someone else’s idea ! Ideally within focus area
  22. 22. Weekly Nominations from Team •  Use ICE to nominate (high impact, high confidence, easy to test)
  23. 23. Launch Tests Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  24. 24. Weekly Growth Meeting •  Choose the tests you’re going to launch •  Meeting establishes a growth rhythm •  No brainstorming (that’s rest of week) •  Optimize process to hit testing target
  25. 25. Deciding Target for Test Launches •  Start small (i.e. 2 tests per week) •  Right size tests to hit target •  Add more ambitious tests •  Increase weekly test target
  26. 26. Manage Testing Queue •  Assign each test to a project manager •  Communicate test releases
  27. 27. Capture Learning Unbridled Ideation Prioritize backlog Launch tests Capture learning
  28. 28. Capture Learning Details •  Every test leads to learning •  Ensure transparent sharing/access
  29. 29. Weekly Growth Meeting Agenda* 15 min: KPI review & update focus area 10 min: Review last week’s testing sprint 15 min: Key lessons learned from analyzed tests 15 min: Select tests for this week’s sprint 5 min: Check growth of idea backlog * GH weekly growth meeting includes CEO, CTO, VP Product, Head of Growth, Head of Design, Growth Engineer, and Analyst
  30. 30. Example Winning Test •  Moved email collector to top •  Increased emails collected 700%
  31. 31. Double Down Tests •  Step 2 of registration •  Improved design/text
  32. 32. Results: Step 2 of Registration •  22% boost in sign ups
  33. 33. Results: Improved Design/Text Test +44.5% Control
  34. 34. 2015 GH Accelerated Testing GH accelerated testing to 3+ per week after growth plateaued
  35. 35. Team + Process = Silver Bullet Unbridled ideation Prioritize backlog Launch tests Capture learning
  36. 36. Join Canvas private beta at Canvas.GrowthHackers.com 1) Team Ideation 2) Prioritize Testing 3) Capture Learning Purpose-Built Agile Marketing System:

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