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Lynn McLeod shares how high communications, low documentation, and rapid iteration produces relevant, measurable, highly successful marketing program.s
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Lean Marketing: Agile Techniques & Collaboration Tools
Host: Lynn McLeod
Market Architects
Why lean?
“Too many traditional marketers plan big campaigns, spending big bucks, only to search at the end for favorable data to justify all that money spent. ”
Jim Ewel, agilemarketing.net
What’s agile marketing?
A high-communication, low documentation, rapid iteration process, designed to provide frequent, relevant and measurable marketing programs.
IDC, Agile Principles and Practices, 2010
Why agile?
• Focus • Competitive advantage • Capital-efficiency - achieve more with
less waste of time and money • Predictability • Adaptability - media and technology
evolving rapidly • & marketing becoming similar to s/w dev
Key takeaway
Results > Process
Start with an Agile Manifesto • Your marketing team’s values and principles –
how do you work together? • Example, SprintZero, June 2012 SF
We are discovering better ways of creating value for our customers through new approaches to marketing. Through this work, we have come to value: • Validated learning over opinions and conventions • Customer focused collaboration over silos and hierarchy • Adaptive and iterative campaigns over Big-Bang
campaigns • The process of customer discovery over static prediction • Flexible vs. rigid planning • Responding to change over following a plan • Many small experiments over a few large bets
Experiment w/ team structure
Thanks to:
Use agile process [what is “Scrum”?]
Scrum = an agile project management process
• 3 Roles – Product Owner speaks for the
customer & company
– ScrumMaster manages the process
– Team is self-organizing, cross-functional
• Team works on short sprints based on a backlog of prioritized, point-weighted user stories
• 15 min. standup meeting every morning: – What I did yesterday
– What I’m going to do today
– What is blocking my progress, if anything
• Burn down chart tracks velocity
• After each sprint, review and apply what you learned
Use agile tools [what is Kanban?] Cheap and easy: whiteboard and stickies
Cloud tools: esp. for virtual teams, ex: Trello, Asana, Kanban Tool, Pivotal Tracker, +hundreds to choose from
Do you have a collaborative environment?
• Co-location when possible [Yahoo! joke here ] – Google hangouts for virtual teams
• Kill the cubes – “Kitchen table” style
– Workgroup areas, booths
• Provide noise-canceling headphones
• Examples - http://pinterest.com/centraldesktop/collaborative-spaces/
Share marketing dashboards
“..at-a-glance view…how marketing initiatives increase customer acquisition, retention and share of wallet.” - Laura Patterson, VisionEdge
[random sample from Google search ]
Agile budgets [this is tough]
• Base budgets on results • Revenue = $ new + $ existing customers – A = your average acquisition cost – R = your avg retention &up/cross sell costs – Mktng budget = A(#new cust) + R(# curr cust)
• You need to learn A & R, monitor mix • Flexible model, adaptable • Focus on hard results, not soft goals
Quick wireframe tools Balsamiq.com
Landing page testing tools
Resources
• Blogs:
– www.agilemarketing.net
• Kit:
– www.hubspot.com/modern-marketing-team-kit/
• Meetup:
– http://www.meetup.com/San-Francisco-Agile-Marketing/
Final thought
Don’t start with a task list.
Do start with the end in mind.
Thanks for your interest!
Lynn McLeod Market Architects @mktarchitects
linkedin.com/in/lynnmcleod/