Agile marketing teamsWhere Marketing & Technology meet

Ulrike Eder | @ulrike_eder

What is marketing’s role?

The role of marketing

Connecting an organisation with the market in a way that benefits both customer and company.

Key challenges marketing needs to overcome

1. Rapidly changing markets and customer needs

2. Media saturation & customer communication bombardment

3. Significant fall in customer attention span

4. More ways than ever to engage with the customer

Marketing needs to change their strategy from how they used to do things

Agile principles

Proactive to changeTesting & data

Several iterationsTeam collaborationCustomer discoveryFlexible & adaptive

planning

Reactive to changeOptions & habitsA few big bets

Individual effortsTraditional predictionRigid & safe planning

vs.

“Agile Marketing drives long-term marketing strategies with short-term, customer-

focused iterative projects that improve responsiveness and relevance. It allows for

faster creative, more testing, smarter improvements and better results.”

CMG partners; “The Agile Advantage”, 2014

vs.

ASOS website down following Brexit referendum

Operating an agile marketing team – a perk into the toolbox

Backlog

Minimum Viable Product

(MVP)

Sprint

The agile process

MVP Product

Regular stand-up

Tools? – Keep it simple

Kanbanchi

Asana

Public commitment

Sprint reporting

- Execution vs commitment- Wins- Losses- Lessons learned

Sprint reporting - retrospective

- Stories: Completed vs committed

- Team velocity- Quality delivered- Team enthusiasm- Communication

Sprint reporting – soft metrics

Power outage stops game at Super Bowl

THANK YOU!ulrike@drie.co

drie.co

www.martechconf.com