ee'13 - the modern marketer can be agile too
TRANSCRIPT
@RTMike #EE13
The Modern Marketer Can Be Agile Too
Mike McKinnonDirector of Marketing OperationsReadyTalk
@RTMike #EE13
About Me• Mike McKinnon• Director of Marketing Operations• RTMike• [email protected]• MAP for 5 years and Eloqua for 3• I climb rocks, big ones!
@RTMike #EE13
About My Company• Audio and web conferencing• Founded in 2001• Competitors: Webex, GoToMeeting, Adobe, ON24• Collaboration and Webinars• Eloqua Cloud Connectors
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ReadyTalk Marketing• 8 Full time marketers
– 3 Demand Generation (inbound and outbound)– 1 PR/Communications– 1 Marketing Operations– 1 Product Launch Specialist– 1 Director– 1 Partner Marketing
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Today’s Takeaways• What the Agile methodology is• How ReadyTalk adapted it to their marketing department• How you can adopt this methodology in your organization
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Agile Background• Based on incremental and iterative development traced
back to late 1950s• Modern agile development began in 1990s• 2001 Manifesto for Agile Software Development was
published
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What is Agile
• Teamwork, collaboration and flexibility• Breaks projects down to small tasks• Focus on continuous improvement and
efficiency• Responding to change over following a plan
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Why did we adopt agile?
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Problems, Problems, Problems
• What were we trying to solve with Agile methodology
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Working in Silos
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Seeing the Big PictureSo why are we
chopping down this tree?
I don’t know but just keep
sawing
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Last Minute Scrambling
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Shifting Priorities
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How we adopted agile
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What we did• Yearly planning – Nov/Dec
– Revenue Goals – Marketing Sourced– # SQOs,SALs,MQLs– Projects: Content mapping, Nurture Tracks, Customer On-
Boarding• Quarterly Planning
– Projects & Campaigns for each Quarter
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Scrum Process• Daily stand ups (Scrum)• Two week sprints• Retrospectives
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Scrum Process
BacklogQuarterly Planning
WorkCategories
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Two Week Sprint Planning
• Two week iterations• Pull from Quarterly planning • Task breakdown & stories sizing
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Daily Standup• Say what you were going to do
today• What did you do yesterday • Blocks• Move tasks
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Breakdown of Task/Projects
Task
Medium Story
Large Story
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Two Week Planning GoalsWork Categories
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Daily PlanningSwim Lanes
Owner
Blocked
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All about the problems
• Silos• Big picture• Last minute scrambling• Shifting Priorities
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Do This Next• What are the problems facing your marketing department
daily, weekly, quarterly?• Is what you are doing working?
