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

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If you want to survive in Marketing, it’s time to know Agile. Dan Naden VersionOne Community Manager

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For over a decade, Agile has brought transparency, collaboration, efficiency and effectiveness to the world of software development, and now it is starting to make inroads in other parts of the organization. Marketing, sales, HR and operations can all start small and begin to see the HUGE upside of the Agile mindset. No longer do projects need to be risky, nerve-racking, scary initiatives. You’ll learn how the VersionOne marketing team is successfully using Agile to deliver products that customers love. This isn’t a one-off phenomenon, but an organizational transformation that can build stronger employees and teams. Three takeaways from this “Agile” exercise: 1. Understanding Agile principles to stay relevant in today’s economy 2. How to make your marketing team a ‘learning team’ — every day, every project, every quarter 3. Tactics for finding connections both outside and inside your organization to help you stay strong and focused

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Page 1: 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

Page 2: If you want to survive in Marketing, it's time to know Agile

Let’s get to know you.

Page 3: If you want to survive in Marketing, it's time to know Agile

Manage your life or it will manage you.

Page 4: If you want to survive in Marketing, it's time to know Agile

My life is agile.

Page 5: If you want to survive in Marketing, it's time to know Agile
Page 6: If you want to survive in Marketing, it's time to know Agile
Page 7: If you want to survive in Marketing, it's time to know Agile
Page 8: If you want to survive in Marketing, it's time to know Agile

Agile? Huh?

Page 9: If you want to survive in Marketing, it's time to know Agile

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

Source: MBA Online

The amount of change happening daily is astounding.

Page 10: If you want to survive in Marketing, it's time to know Agile

Marketing teams today are not nimble & quick.

• Heavy planning process

• Customer feedback is scattered, confused

• Hard work, but are we delivering value?

• Meetings, meetings, and more meetings.

Page 11: If you want to survive in Marketing, it's time to know Agile
Page 12: If you want to survive in Marketing, it's time to know Agile

Nordstrom: Developing product on the fly

Page 13: If you want to survive in Marketing, it's time to know Agile

How can we make our teams more adaptive to change?

Page 14: If you want to survive in Marketing, it's time to know Agile

The Daily Standup brings accountability and transparency.

Page 15: If you want to survive in Marketing, it's time to know Agile

Sprint Planning: What will we get done in the next 2 wks?Sprint Review: Show and tell time

Page 16: If you want to survive in Marketing, it's time to know Agile

Retrospective: Inspect and Adapt

• What things did we do well? • What did we do that we should avoid doing in

the future?

Do this at the end of every sprint.

Page 17: If you want to survive in Marketing, it's time to know Agile

User stories: Focus on outcomes, not features.

Page 18: If you want to survive in Marketing, it's time to know Agile

What will agile bring your marketing team?

• A ‘test and learn’ DNA

• A close connection to the customer voice

• Transparency, accountability

• A tight-knit, focused, collaborative team

Page 19: If you want to survive in Marketing, it's time to know Agile

We’ve had our share of challenges.

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

Page 20: If you want to survive in Marketing, it's time to know Agile

Expect pushback.

Page 21: If you want to survive in Marketing, it's time to know Agile

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.

Page 23: If you want to survive in Marketing, it's time to know Agile

Thank you.

Dan NadenVersionOneCommunity Manager

[email protected]://www.dannaden.comNew eBook: How Do Brands Win Business: http://dannaden.com/nadens-corner-ebook/