If you want to survive in marketing,
it’s time to know agile.
Dan Naden
VersionOne
Community Manager
Let’s get to know you.
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There’s plenty to learn.
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Manage your life or it will manage you.
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My life is agile.
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Long req docs
Siloed teams
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Unclear customer input
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Marketing teams today are not nimble & quick.
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Heavy planning process
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Customer feedback: scattered, confused
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Are we delivering value?
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Meetings. Meetings. More Meetings.
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So why agile for marketing?
The amount of change happening daily is astounding.
294 Billion emails
are sent.
2 Million blog posts
are written.
172 Million
different people on
F’book.
844,000 hours of
video sent to
YouTube.
40 Million different
people on Twitter.
22 Million different
people on LinkedIn
532 Million status
updates.
Source: MBA Online
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Development leads the way.
Individuals and interactions
over processes and tools
Working software
over comprehensive documentation
Customer collaboration
over contract negotiation
Responding to change
over following a plan
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Who needs to be on your agile marketing team?
Scrummaster: removes impediments, looks out for the team, and make sure
everyone has what they need to be successful, works closely with Product Owner
Product Owner: owns and manages the backlog, understands and communicates the
most important customer/business needs to the team; (proxy for the customer)
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What will agile bring your marketing team?
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Close connection to customer voice
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Thoughtful risk-taking
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ABT
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A tight-knit, focused, collaborative team
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Team Communication will improve with Agile
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All team members will be heard
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The plan is built, delivered, evaluated by
the team.
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All roles are understood.
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Visually communicate ideas. The power of story.
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Agile will impact all aspects of marketing.
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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?
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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
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We’ve had our share of challenges.
•
•
•
•
Co-located
Distributed
Understanding gap
How do we know what’s working?
Team roles (Scrummaster, Product Owner)
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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?
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So how can you get started with agile?
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Leverage the experts; harness their passion.
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What does success mean? Themes and metrics.
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Start small and grow. Whiteboard.
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Experiment quickly and be transparent
on what’s working.
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Thank you.
Dan Naden
VersionOne
Community Manager
dan.naden@versionone.com
http://www.dannaden.com
www.linkedin.com/in/dannaden
@dnaden
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