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A simple, easy and concise framework with working examples on setting up an Agile approach for marketing and marketing team deliverables. Teams love it (gives them sense of real ownership and makes it easier to manage and multi-task), heads of marketing find it very easy to manage (or rather it requires minimal management) and others in the organization love the results they see from an Agile approach - win win for all. It was crafted with start ups and hyper growth digital/tech companies in mind, but it has been used in larger marketing organizations, and may provide a competitive edge for those who can adapt it to their teams.
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Introducing Marketing The Agile Way
AGILE or GO Home
@VirtualCMO
@VirtualCMO
CMO & Strategic Digital/Mobile/Social/Technology Marketing and Product Leader
About.me:
http://about.me/shanelennon
Twitter: @VirtualCMO
and https://www.rebelmouse.com/CMO/
Linkedin:
http://www.linkedin.com/in/shanelennon
Blog (tumblr), Google+, Pinterest, Vizualize.me
& there are lots more I’ve tried …
Enter to Win CMO Consultation
or Scan the QR code to the right
(to get QR Scan App for your phone text Buzz to 63566)
@VirtualCMO
Credits where rightfully due
Chris Walker (Head of Marketing at the American Kennel Club) & Founder of
Belfast Boys who was co-creator and guinea pig, or some of his teams were J
Mike Volpe (CMO) and the team @ Hubspot who provided the base version and
more importantly the foresight to drive a form of Agile into Marketing Best
Practices
And some of the other teams who helped Chris and I create our version of Agile
Marketing, but unnamed for confidentiality reasons
If you want a copy of the source PPT please email me at
[email protected] for a copy!
@VirtualCMO
TABLE OF CONTENTS
Content
• Definition
• Benefits
• Methodology
• Roles
• Key Terms
• The Funnel and Marketing
• Agile Framework and Team
• Scrum Board
• User Stories
• Stand Up
• Reporting
Let’s Try
@VirtualCMO
AG•ILE Quick and well-coordinated in movement; lithe.
- adjective
Definition
@VirtualCMO
FAST FOCUSED PRIORITIZED PREDICTABLE
Benefits
Unlike traditional 3-6-12-24 month marketing planning & execution cycles. Agile Marketing allows teams to adapt to fast-changing market dynamics, respond to revenue/acquisition needs, prove ROI quickly and consistently.
THE AGILE WAY
14-28 day Sprints allow us to adapt easily to changing conditions
Each User Story has clear distinct metric/s
Transparency makes prioritization productive, rational and focused conversation vs. tug of war, on resources & deliverables
Daily “standup” help to identify blockers & remove surprises effectively & efficiently
@VirtualCMO
Methodology
e.g. Product Backlog Sprint Backlog Sprint Working Increment Original Agile Software Methodology: http://en.wikipedia.org/wiki/Agile_software_development
Iterative, incremental and delivery based methodology for project management often seen in agile software development. Constant progress in manageable chunks of time, resources and work outputs.
SCRUM
@VirtualCMO
Key Terms
PRODUCT OWNER (PO) …………………. SPRINT …………….. EPIC ………………… TASK/USER STORY (PRIO).. STORY TIME ………. SPRINT COMMITMENT ……. SPRINT REVIEW …. STANDUP …………..
Responsible for maintaining the “Backlog” by representing the interests of the stakeholders
Defined period of time in which team (can = 1) commits to complete certain work output A large effort split into multiple related stories
A detailed description of a task with the ‘stakeholders’ in mind Estimated level of effort a chunk of work will take (incl. difficulty/complexity) – day/% of day & +, ++ or +++ e.g. 0.8 + Meeting where teams/owners commit to their stories for the coming sprint
Meeting where teams/owners review accomplishments & lessons learned from the previous sprint Daily standing (yes literally) meeting where teams/owners share what they worked on day before, plans for today, & key – any “blocking” items hindering progress
@VirtualCMO
Key Terms
TEAM (can = 1) BACKLOG …………. SPRINT BACKLOG .. SPRINT BURN DOWN ……………… PLANNING POKER . BLOCKER / IMPEDIMENT ……… SUCCESS CRITERIA ………….. BUZZ MEDALS …….
A Prioritized list of high level requirements A prioritized list of “tasks” to be completed during the sprint Daily progress chart for a “sprint” over the sprint’s length
The team estimates the effort for the “stories” in the backlog. PO uses estimates to prioritize & forecast “stories” based on velocity
Anything preventing a team from performing work as effectively as possible Exit-criteria to determine if a task is complete Awarding of Gold, Silver, Bronze & wooden spoon for “sprint” and “user story” achievement/s
@VirtualCMO
MARKETeeRiING (Marketing + Other Teams) BUILDS & IMPLEMENTS STUFF [TOOLS, APPS, ETC.] TO SUPPORT MARKETING & REVENUE GOALS
Instead of structuring our marketing team by “function” The Company organizes efforts/resources to reflect the marketing and sales funnel.
The Funnel & Marketing
TOFU (Top of the Funnel) Builds General Awareness to Attract Visitors / Leads
MOFU (Middle of the Funnel) Turns visitors into leads, Nurtures leads & UpSell
BRAND & BUZZ Generates Brand Awareness
BOFU (Bottom of the Funnel) Turns leads into MQL Deepens Product Awareness Build Sales Support Tools
SALES Converts MQL / Leads Into Customers
@VirtualCMO
MARKETING BOARD (CMO+) Hires, manages, develops marketing team; sets
strategic goals/KPIs and allocates budget
T E A M A S S E T S
BRAND & BUZZ Objective: Generate brand awareness
•PR - WOM •Brand •Blog •Events & Conf •Website •Social Media
•Direct & branded traffic •Coverage •Reach
TOFU Objective: Attracts Visitors & leads
•Content •Social Media •Partner Marketing •Adv •Website …
•Visitors •Subscribers •Downloads •Leads
MOFU Objective: Nurtures leads & UpSell
•Email Campaigns •Landing Pages •Webinars … …
•Leads •Conversion Rates •Lead quality
BOFU Objective: Turns Leads into MQL.
•Product content •Case Study/Refs •Sales training •Customer events •Non Customer relations
•Product Awareness •Lead to MQL % - MQL to close% •Product buzz
MARKETeeRiING Objective: Makes stuff
•Tools & apps •… …
•Traffic/downloads/ users of tools & apps •Marketing productivity
Agile Framework and Team Structure
T E A M M E T R I C S
Higher Function:
Higher Function:
@VirtualCMO
A scrum
@VirtualCMO
T E A M A S S E T S
BRAND & BUZZ Objective: Generate brand awareness
•PR - WOM •Brand •Blog •Events & Conf •Website •Social Media
• PRIO 25
TOFU Objective: Attracts Visitors & leads
•Content •Social Media •Partner Marketing •Adv •Website
• PRIO 1
MOFU Objective: Nurtures leads & UpSell
•Email Campaigns •Landing Pages •Webinars
•PRIO 2
BOFU Objective: Turns Leads into MQL.
•Product content •Case Study/Refs •Sales training •Customer events •Non Customer relations
•PRIO 3
MARKETeeRING Objective: Makes stuff
•Tools & apps •…
• PRIO 9
The Scrum Board
W I P N O T S T A R T E D
Higher Function:
List of User Stories & Tasks Not Started:
• PRIO 20 • PRIO 18 • PRIO … • PRIO …
• PRIO 13 • PRIO 12 • PRIO 14
• PRIO 11 • PRIO 23
C O M P L E T E D
User Stories & Tasks Competed:
•PRIO 10 •PRIO 15 PRIO 17
• PRIO 4 • RPIO 5 • PRIO 6
• PRIO 7 • PRIO 8 • PRIO 12
• PRIO 21 • PRIO 22
W I P
User Stories & Tasks In Progress:
Color for each person / team:
Blocker List
@VirtualCMO
PRIO USER STORY SUCCESS CRITERIA
OWNER POINTS & STATUS
User Stories: sample
PRIO USER STORY SUCCESS CRITERIA TEAM OWNER
STORY TIME & STATUS
1 As a CMO, I (we) need a logo that represents the “brand” conveying the pillars, easily represents who we are that is flexible across all uses online & offline
Short term: 1. 3 concepts to review 2. New logo
CMO 3.25 + 5%
Measurable results. What defines “completed?”
A specific description of a task – from the stakeholder perspective Should start with “As a …………… (stakeholder), I want to ……………. (task), so that ……….. (desired result).” List specific activities, if story becomes too large, then consider ways you could break it up. Ensure dependencies are noted.
How difficult is this task? Story time & velocity get refined over time What % is status completed
But CMO is not allowed to be a scrum
owner so need to bring in “Designer”
as owner
@VirtualCMO
PRIO USER STORY SUCCESS CRITERIA
OWNER POINTS & STATUS
User Stories: sample
PRIO USER STORY SUCCESS CRITERIA TEAM OWNER
STORY TIME & STATUS
1 As a marketing manager, I need a better way to broaden our reach on social media so that more brand/marketing people visit our website
Short term: 1. Increase # twitter followers 2. Post 75% of core vertically
related content
Jean 2.8 + 25%
Measurable results. What defines “completed?”
A specific description of a task – from the stakeholder perspective Should start with “As a …………… (stakeholder), I want to ……………. (task), so that ……….. (desired result).” List specific activities, if story becomes too large, then consider ways you could break it up. Ensure dependencies are noted.
How difficult is this task? Story time & velocity get refined over time What % is status completed
@VirtualCMO
The Agile Marketing – e.g. “agreed to” key check-in points
• A sprint is 2 weeks (10 working days) • “The Backlog” is the full list of activities
This sits on the Scrum Wall – anyone can add to it at anytime • “Sprint Backlog” is the list that of activities agreed with mgt. that goes into a “sprint”
Ondine volunteered to manage the sprint list Key Meetings: • Poker Meeting every 2 weeks: (mgt & team) • Review the last spring – each owner presents see e.g.
• Vote the Medals (& Wooden Spoon)
• Negotiate what goes into next “sprint”
• Daily Stand Up (every day! – just team!) • 15 minutes at the Scrum Wall • Quick status: PRIO yesterday, today & blockers • 1 team member collates daily “blocker” list – review with mgt or relevant person to fix
blocker
@VirtualCMO
• YESTERDAY • TODAY • BLOCKERS • CROSS POLLINATION
Stand Up
Each team meets for 15 minutes daily
Literally standing up
@VirtualCMO
Every 2 weeks at the Poker Meeting, teams conduct Sprint Reviews, then share what they accomplished in the last sprint and what they’re committing to for the next sprint at a company-wide “All Hands Mini”. Oh and vote the medals
Reporting
@VirtualCMO
Sprint Report e.g. for a team (person)
Achievements: • Marketing ROI analysis • Demo presentation - draft complete • Sports Event Program
• Kit compiled • Entertainment talent finalized • Reg page template
• Set Up Partner User Accounts • Trained 2 rep users
• Q4 MQL & Deal win/loss • Updated competitive landscape matrix • Client reference webinars
• CSR confirmed/planning underway • ABC Inc. proposal made
• New B2B Daily User Survey • Survey drafted • First test group of 5 completed
• Updated all Social Media Profiles to align to updated Branding
Unable to complete: • Signed contract for event hotel and décor • Update latest version of Word Press • New Customer Use Case for ABC Inc. Brand • Lead to MQL to win/loss Blockers • Hotel contact out for 3 days • Dev not available for week 1 • Website Social Plug-in bug (5 days delay) • Survey Tool Agreement signed late (3 day
delay)
@VirtualCMO
@VirtualCMO
Appendix
• A Funnel Example
@VirtualCMO
A Funnel example
What? Awareness > Interest > Intent > Buy >