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Steve Offsey
Agile Marketing: Does one size fit all?
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This is the story of how a lean marketing team succeeded by re-inventing the way we worked.
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We were faced with an overwhelming set of challenges. We needed to…
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Better define
and segment
our target
market
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Better understand our target customer
• Who are the buyers and influencers?
• What do they care about? What outcome are they seeking?
• Where do we find them?
• What or who influences them?
• How do they want to engage and (eventually) buy?
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Improve our
alignment with
Sales
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Recruit and
grow a
world-class
marketing
team
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Build a
modern
sales &
marketing
tech stack Internet
CRM Marketing
Automation Website
Middleware and External Data Connectors
Analytics and Dashboards Resource and Activity
Mgmt
Personalization, Testing & Optimization Sales Enablement, SEM, SEO, Ad, Video, Events & Webinars, Social, Design
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And not
forget to
generate
demand!
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As Willy Wonka
once said,
“So much time
and so little to do.
Wait a minute.
Strike that.
Reverse it.”
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So, how could we keep our team focused, motivated and productive when there was so much to do and priorities were constantly shifting?
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We needed to reinvent the traditional, task-based Marketing culture that was killing us!
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So, we decided to implement…
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Scrum
Agile Marketing
Scrum 1
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We started with a typical Scrum approach
Activities Backlog Sprints
24 h
30 days
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First, the team met to decide on the details
Q: How long should a sprint be?
A: 2-4 weeks max
Q: How many sprints can run concurrently and how many sprints can one person participate in?
A: Sprints vary in size, so rather than cap the number of sprints each person commits to a specific set of tasks
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After a few months of scrum we saw that…
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Scrum led to teamwork improvement
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Scrum resulted in a dramatic improvement in morale
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But it was also too easy to prioritize activity over results
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And for some people to work on a lot of things, but not finish them!
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So, we took a hard look at implementing…
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Scrum
Agile Marketing
Kanban 2
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Kanban has an innate simplicity
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The team was drawn to Kanban, because it was simple, clear and transparent 25
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We thought Kanban could increase productivity by focusing everyone on what needs to be done right now 26
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But some wondered whether we would waste time combing through the backlog every day
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And thought it might make it easier for some people to take tangents and drift off target
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As well as allow them to choose only the tasks they liked 29
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The team was enticed by Kanban, but didn’t want to lose the best parts of scrum.
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The team was enticed by Kanban, but didn’t want to lose the best parts of scrum.
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So, we decided to combine the best parts of Scrum and Kanban and implement…
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Scrum
Agile Marketing
Scrumban 3
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Scrumban takes the best parts of Scrum and Kanban…
Sprint 1
• Task 1
• Task 2
• Task 3
Sprint 2
• Task 1
• Task 2
• Task 3
Sprint 3
• Task 1
• Task 2
• Task 3
To Do Doing Done
Monthly Daily
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...and combines them!
Activities Backlog Sprints
30 days
To Do Doing Done
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Scrumban is gaining traction for Agile Marketing
Lean 30%
Kanban 25%
Scrumban 14%
Scrum 14%
Mix 17%
Source: Wrike’s State of Agile in 2016 https://www.wrike.com/library/ebooks/agile-marketing-report-2016/
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I know. Sounds great, but how did we really do it?
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During Sprint Planning the team pulls the items from the backlog most likely to achieve the next month’s KPIs
Sprint 1
• Task 1
• Task 2
• Task 3
Sprint 2
• Task 4
• Task 5
• Task 6
Sprint 3
• Task 7
• Task 8
• Task 9
Backlog
…
…
…
…
…
…
…
…
…
…
…
…
Monthly KPIs
• KPI 1
• KPI 2
• KPI 3
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At each day’s standup, the team reviews KPI burn-down/burn-up charts…
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Day
Ideal Actual
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Ideal Actual
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To Do
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…to decide which tasks are most important to work on
Sprint 1
• Task 1
• Task 2
• Task 3
Sprint 2
• Task 4
• Task 5
• Task 6
Sprint 3
• Task 7
• Task 8
• Task 9
Doing Done
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We also evaluated tools to help us organize and keep track of everything.
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We found that…
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Post-its are great for smaller, co-located teams
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But can be impractical for larger or remote teams
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We evaluated software based on • Collaboration
• Communication
• History tracking
• Reporting
• Customizability
• Integration
• Budget
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What did we learn?
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Some of the common myths about Agile just aren’t true!
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Myth: Agile Marketing just means work faster
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Myth: Agile Marketing just means work faster
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Myth: Agile Marketing just means ‘quick and dirty’
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Myth: Agile Marketing just means ‘quick and dirty’
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Myth: Agile Marketing just means you don’t have a plan
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Myth: Agile Marketing just means you don’t have a plan
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And Agile doesn’t work equally well for every type of marketing activity
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Scrumban works really well for campaign planning
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Scrumban works really well for digital campaign execution
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Scrumban works well for tech stack enhancements by forcing the team to prioritize and ‘chunk’ their work
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Scrumban is a challenge for customer/buyer research 61
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Scrumban is a challenge for PR and events 62
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Medium term activities that can be broken into discrete pieces
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Real-time activities or long-term activities that require continuity
Where did Scrumban work best?
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One more thing we learned.
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There’s no ‘One-size fits all’ approach to agile marketing.
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Photo Credits • Post-it Concept Wall courtesy of Jennifer Morrow
• Web Summit 2013 In The RDS In Dublin courtesy of William Murphy
• Burning Bright courtesy of Rowan Saunders
• Internet Marketing Plan with red markers courtesy of Ivan Walsh
• Digital Marketing Social Media Tree courtesy of Automotive Social
• Adorable Handsome… courtesy of Aqua Mechanical
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Steve Offsey CMO / VP Marketing
617.834.2834
marketbuildr.com
www.linkedin.com/in/steveoffsey
@MarketBuildr
plus.google.com/u/0/112180942182740068934
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