case study: how to scale agile marketing by frank days
TRANSCRIPT
ìCase Study: How to Scale Agile Marketing
FrankDaysTechMarketingVPAgileMarketingBlog.comCohostMarketingAgilityPodcast
What you will learn today
ì ExamplesofAgilemarketingatscale
ì WhatisAgileandhowitcanhelp?
ì Howyoucangetstarted
My Context
ì “Practicing”Agilesince2008
ì Activeinthe“community”
ì PodcaststartedinApril2011
ì Pioneers, renegades,misfits
ì Justtryingtofigureitout
ì Andimprovemarketing
ìWhy Do We Need a Different Model?
Demos&Videos
Downloads
A Basic Marketing Machine
SiteTraffic
‘Actions’onSite
Leads
SearchEnginesSEO&PPC
Automation SalesForce Sales
ProspectEmail
But Most Have More Systems Today
Why you should care about Agile
ì Thingsgettingmorecomplicated
ì Moredata,channelsandspeed
ì Greateraccountability
ì Yetmarketingplanshaveshortshelflife
ì Weneedadifferentmanagementmodel
Many have
ì ApplyingideasofAgiledevelopmenttomarketing
A Simple Definition
It is more than a way of working
Credit:ScottBrinkerChiefMarketingTechnologist
Principles - See Agile Marketing Manifesto
Working in Small Durations
Image:Wikipedia
Adoption of Agile in Marketing
ìCase studies
Typical Tech Startup
Problemì Venturefundedsoftwarestartup
ì 5personmarketingteam
ì Underperformingwithmovingpriorities
ì Unremarkablemessaging/positioning
Solutionì Streamlinedmarketingstrategy
ì Singlebacklogoftasks
ì Monthlyplanningcycles
ì InvolvedCEOandsaleslead
ì Significantimprovementinmessaging,positioningandresults
ì AcquisitionbyEMC(Summer2014)
Slightly Larger Scale - Smart Bear
ì SaaS softwarecompany
ì 80personmarketingteam
ì Organizedhorizontallyandvertically
ì 5empoweredscrumteams
ì Twoweeksprints
Agile at Scale – The Spotify Model
ì Source:http://www.full-stackagile.com/2016/02/14/team-organisation-squads-chapters-tribes-and-guilds/
Scalable Agile Framework (SAFe)
Big Room Planning
Image:Syncsort Blog
My Latest Endeavor
ì Resourcesin5locations
ì Matrixed managementmodel
ì Sharedservicesmodel
ì Highlydecentralized
Borrowed from Agile and SAFe
Agileì Onemonthsprints
ì Inpersononce/quarter
ì Twoteams
ì Scrumtwiceaweek
ì Singlebacklog
SAFeì “Vision”presentations
ì “Feature”presentations
ì Strategicthemes
ì EpicstoCampaigns
ì Integrations
What is Working
ì Signsoflife:ì Peoplecomingtoscrumsì Spontaneouslyaddtobacklogì Complaintsaboutthingsnotinbacklogì Sr.managementinquiriesaboutprocessì Pulledinsomeoutliers
ìGetting Started
What is Working for People?
ì Transparentobjectives/priorities
ì Adaptiveattitude/responsiveness
ì Lowoverhead
ì Teamcohesion
ì Learningandadjusting
Free Advice***
ì Startsmall– asingleprojectì Executivesponsorshipì Thingsthatlooklikesoftwaredevelopmentì Areaswithrapidchangeì SomethingwithstronglymeasurableROIì TalkwithadeveloperwhoknowsAgile
Attend an Agile Marketing Meetup
ì SanFrancisco
ì Boston
ì Seattle
ì China
ì Manymore
Let’s connect
ì FrankDaysì [email protected]ì @tangysliceì AgileMarketingBlog.comì MarketingAgilityPodcastoniTunes