of a marketer death - b2b marketingmrkto.b2bmarketing.net/rs/085-vab-435/images... · higher...

@andreafryrear | #IgniteB2B

Death of a

MarketerModern marketing’s troubled past and a new approach to change the future.

Search B2B marketing to download the app 3 Questions:1. How stressed are you at work?2. How many projects are you working on RIGHT NOW?3. What's the most pressing problem on YOUR marketing

team?@andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

Meet Leonard Shelby.

His memory resets every 5 minutes.

In Memento, his past is a mystery, and viewers uncover it with him.

Ok, so...what am I doing?

@andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

Let’s Play Date That Quote“Trustworthy brands are honest and transparent. They don't lie about who they are, what they are made of or how they manufacture. Transparency about their products and their values is what defines them.”

@andreafryrear | #IgniteB2B

Date That Quote“Trustworthy brands are honest and transparent. They don't lie about who they are, what they are made of or how they manufacture. Transparency about their products and their values is what defines them.”

2017

@andreafryrear | #IgniteB2B

Date That Quote“The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.”

@andreafryrear | #IgniteB2B

Date That Quote“The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.”

1915

Time to 50 million users

@andreafryrear | #IgniteB2B

Time to 50 million users

38 Years@andreafryrear | #IgniteB2B

Time to 50 million users

38 Years 13 Years@andreafryrear | #IgniteB2B

Time to 50 million users

38 Years 13 Years 1.5 Years@andreafryrear | #IgniteB2B

How stressed are marketers?13% Overly Stressed

12% Stressed to the Max

3% Not at all

35% Somewhat stressed

37% Stressed

Source: Workfront @andreafryrear | #IgniteB2B

Question #1:How stressed are you at work?

(search B2B marketing to download the app)

@andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

Role of Marketing in Firm and C-Suite

@andreafryrear | #IgniteB2B

Marketing Works Better

20%

Increased accountability across marketing function

28%

Marketing projects completed on time

26%

Marketing projects completed on budget

Source: Aprimo/Forbes @andreafryrear | #IgniteB2B

Marketers Work Better5 projects = 75% time wasted

Question #2:How many projects are you working on

RIGHT NOW?(search B2B marketing to download the app)

@andreafryrear | #IgniteB2B

Digital Transformation of the Modern Organization

@andreafryrear | #IgniteB2B

Digita

lness

of the

Worl

d

Time

Software

Software

Software

Marketing

Marketing

Marketing

Source: Hacking Marketing @andreafryrear | #IgniteB2B

Targeting High Value Sources of Growth

@andreafryrear | #IgniteB2B

80% Agile CMOs can better

prioritize the things that matter

Source: Forbes/CMG Partners @andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

Source: Forbes/CMG

Question #3:What's the most pressing problem on

YOUR marketing team?(search B2B marketing to download the app)

@andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

Source: Wrike State of Agile Marketing 2016

Visibility to the overall project status

Improved teamwork and morale

Better team alignment on priorities

Better division of work between team members

Can identify roadblocks, problems, schedule issues faster

Improved quality of work

Faster time to get things released

18% 14%

13%

13%

10%

17%

16%

@andreafryrear | #IgniteB2B

Source: Aprimo/Forbes

BENEFITS OF AGILITY27%Faster speed-to-market

23%Higher marketing metrics and KPIs

28%Marketing projects completed on time

26%Flexible approach to changing customer needs

20%Increased accountability across marketing function

20%Increased marketing collaboration

9%Faster shifts of marketing spend

21%More efficient marketing iterations

18%Increased real-time customer experience

22%Increased customer response

16%Fewer layers of marketing approval

11%Transparency of marketing spend

26%Marketing projects completed on budget

@andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

Scrum

Step 1: Understand Your Options

Kanban

Scrumban

@andreafryrear | #IgniteB2B

Option 1: Scrum

@andreafryrear | #IgniteB2B

5-7 FTEs Cross-functional

Need Protection Embrace Change@andreafryrear | #IgniteB2B

Option 2: Kanban

Workflow Visualization

12 4 2

WIP Limits

Work Item Types

Explicit Policies

@andreafryrear | #IgniteB2B

Big/Small Teams Specialized Teams

Burned Out TeamsSkeptical Orgs

Agency

@andreafryrear | #IgniteB2B

?? ?

Option 3: ScrumbanApplying Kanban systems in a Scrum context.

@andreafryrear | #IgniteB2B

Big/Small Teams

Autonomous Teams

Specialized Teams

Want an Edge

Agency

1 23

@andreafryrear | #IgniteB2B

Step 2: Start Smart

Choosing a Pilot ProgramWeak

Large

Critical

Unimportant

Strong

Small

DurationShort Long

Project Size

Business Sponsorship

Importance

Pick this project

Adapted from The Scrumban [R]evolution

Agile Marketing Rollout Adapted from SolutionsIQ

❏ Kickoff team❏ Prepare marketing

leaders to drive backlog process

❏ Training for the team

❏ Setup tools

❏ Begin team processes

❏ Deliver campaign iteration

❏ Training❏ Planning/strategy

❏ Establish good team behaviors

❏ Groom the backlog❏ Deliver campaign

iteration(s)❏ Rollout to agencies

& freelancers

❏ Quarterly strategic planning

❏ Inspect & adapt❏ Groom the backlog❏ Deliver campaign

iteration(s)

● Assessment● Intro to Agile● Marketing owner

training● Backlog

grooming● Coaching

● Process master training

● Iteration planning● Backlog

grooming● Retrospective● Coaching

● Iteration planning● Coaching● Backlog

grooming● Retrospective

● Coaching● Backlog

grooming● Retrospectives● Long term

planning

Sprint 0 Sprint 1 Sprint 2 Sprint 3+

The Agile Marketing Trojan Horse

★ Content Marketing★ SEO★ Social Media★ Email marketing★ MarTech rollout

@andreafryrear | #IgniteB2B

Step 3: Increments & Iterations

Iterations: Better Over Time

Evolution of WIP Limits@andreafryrear | #IgniteB2B

Increments: Adding Over Time

Backlog → Standups → WIP Limits@andreafryrear | #IgniteB2B

@andreafryrear | #IgniteB2B

That’s my bookThat’s me

andrea@theagilemarketer.net@andreafryrearSlides + ebook: bit.ly/igniteb2b