if you want to survive in marketing, it’s time to know agile

If you want to survive in marketing, it’s time to know agile.

Dan NadenVersionOneCommunity Manager

© 2012 VersionOne, Inc. 2

Let’s get to know you.


There’s plenty to learn.


Manage your life or it will manage you.


My life is agile.


Long req docs Siloed teams Unclear customer input


Marketing teams today are not nimble & quick.


Heavy planning process


Customer feedback: scattered, confused


Are we delivering value?


Meetings. Meetings. More Meetings.


So why agile for marketing?

294 Billion emails are sent.

2 Million blog posts are written.

172 Million different people on F’book.

532 Million status updates.

844,000 hours of video sent to YouTube.

40 Million different people on Twitter.

22 Million different people on LinkedIn

The amount of change happening daily is astounding.

Source: MBA Online


Development leads the way.

Individuals and interactionsover processes and tools

Working softwareover comprehensive documentation

Customer collaborationover contract negotiation

Responding to changeover following a plan


Who needs to be on your agile marketing team?

Scrummaster: removes impediments, looks out for the team, and make sureeveryone has what they need to be successful, works closely with Product Owner

Product Owner: owns and manages the backlog, understands and communicates themost important customer/business needs to the team; (proxy for the customer)


What will agile bring your marketing team?


Close connection to customer voice


Thoughtful risk-taking


ABT


A tight-knit, focused, collaborative team


Team Communication will improve with Agile


All team members will be heard


The plan is built, delivered, evaluated by the team.


All roles are understood.


Visually communicate ideas. The power of story.


Agile will impact all aspects of marketing.


Exercise #1

Describe a situation where your team is struggling or can improve.

How could agile practices help with planning, understanding customer need, team collaboration?


How does our marketing team do agile?

• Release Planning and Backlog (Product Owner)

• Story types (SPIKE, OUTLINE, DRAFT, DESIGN, DEPLOY, PROMO)

• Two week sprints: sprint planning, sprint review, retrospective, daily standup

• Inspect and adapt; test and learn


We’ve had our share of challenges.

• Co-located Distributed• Understanding gap• How do we know what’s working?• Team roles (Scrummaster, Product Owner)


Exercise #2

It’s 1998. We are in charge of marketing Amazon.com. Our development team has already started work on the first edition of the Web marketplace.

•How will you support them using agile? •What’s the first thing you’d do? •What are the main challenges you would face?•How can you increase your chances of success?


So how can you get started with agile?


Leverage the experts; harness their passion.


What does success mean? Themes and metrics.


Start small and grow. Whiteboard.


Experiment quickly and be transparent on what’s working.


Thank you.

Dan NadenVersionOneCommunity Manager

[email protected]://www.dannaden.comwww.linkedin.com/in/dannaden@dnaden

if you want to survive in marketing, it’s time to know agile

Documents

agile marketing team

development team

team proxy

team communication

team collaboration

collaborative team

team members

team roles scrummaster