How to Run an Agile Marketing Sprint

How to Run An

MARKETING SPRINT

This Guide Covers: Why Agile Marketing?

How to Put Agility Into Practice

How to Make an Agile Marketing Team

Agile Marketing: All or Nothing?

WHY AGILE MARKETING?

Productivity & Efficiency

“applying Agile methodology typically used in software development yields greater marketing effectiveness

and efficiency.”

87% said their teams were more productive using

Agile

93% said adopting Agile helped them improve speed to

market

Market Share

Marketing departments who consider themselves

agile are

3X more likelyto significantly grow market

share

Happier Employees

Employees working in agile environments report a greater overall sense of satisfaction and pride in their work. Less turnover, less drama. More marketing.

GREAT…NOW

WHAT?

AGILE THEORY: EASY

AGILE REALITY: HARD

SCRUM

1.Time-boxed sprints2.Sprint planning meetings3.Daily standup meetings4.Transparent, visible

tracking5.Sprint review &

retrospective

Common Agile Methodology:Common Agile Methodology:The Scrum method include 5 elements:

Precise timeframes for achieving specific marketing objectives.

Time-boxed SprintsTime-boxed Sprints

• 2 – 6 weeks long• Length can’t be changed once it

starts• Allow 10-20% of your time for

unforeseen events• Specific goals and a strict

definition of “done” must be established before it starts

Time-boxed SprintsTime-boxed Sprints

Sprint PlanningSprint Planning

• Start & end dates• Team availability• Goals & scope• Done = ?• Can we do what we’ve planned? Vote. • Assign tasks and get going

Laying the ground rules for the sprint:

Daily Standup MeetingDaily Standup MeetingMeet everyday for 15 minutes ONLY.

Only 3 topics:1.What I did yesterday2.What I will do today3.Any blocks?

Whether it’s a white board or fancy software, the team’s goals and progress should be totally transparent & highly visible.

Visible Tracking SystemVisible Tracking System

ReviewReview

Review what you

accomplished with your

stakeholders. Show off a bit!

Consider your process & how to improve it for the next

sprint.

Sprint && RetrospectiveRetrospective

Creating an Agile Marketing Team

Team members

need diverse skills.

Including:

Create and test email campaigns

Setup, engage and monitor social media

Adjust website to test new messaging

Write, edit, distribute content

Work with online advertising campaigns

Review and understand analytics & data

Agile Marketing: All or Nothing

Moving away from traditional marketing without a guiding system may make your team more responsive, but it will also create chaos.

Lack of System = ChaosLack of System = Chaos

Go whole hog.

To Maintain Sanity…To Maintain Sanity…

Adopt the entire Scrum methodology.

Go Agile!

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Go Agile!

AUTHOR:

Andrea Fryrear Content Marketer

andCertified Scrum Masterwww.marketergizmo.com@MarketerGizmo