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G   
        E 
      IL E.
G  A M
 O HO
ORGO
     INTRODUCING MARKETING !
         THE AGILE WAY.
TABLE OF CONTENTS
     1 DEFINITION…………………….………....3
     2 BENEFITS………………..……………….4
     3 METHODOLOGY…………………………....5
     4 ROLES…………………………………..6
     5 KEY TERMS………………………………7
     6 TEAM STRUCTURE…………………………9
     7 EXAMPLE OF A USER STORY…………………11
     8 STANDUP………………………………..12
     9 REPORTING ……………………………...13
     10 GIVE IT A TRY…………………………......14

2
DEFINITION




     AGŸILE
                           -adjective




     Quick and well-coordinated
     in movement; lithe.
3
BENEFITS

     Unlike traditional 6-12 month marketing planning and
     execution cycles, Agile methodology allows
     the Modern Marketing Team to adapt to fast-changing
     market conditions, respond to immediate sales needs,
     and prove ROI quickly and consistently.


     THE AGILE WAY.
        FAST
                   FOCUSED
                    PRIORITIZED
             PREDICTABLE



     15-30 day Sprints         Each user story has a        Transparency & a         Daily “standup” plus
     make it easier to         clear and distinct           “points” system make     the points system
     adapt to changing         success metric.              prioritization a         help to identify
     market conditions.                                     rational & productive    blockers & eliminate
                                                            conversation vs. a tug   surprises effectively.
                                                            of war.



4
METHODOLOGY

     An iterative, incremental methodology for project
     management often seen in agile software
     development, a type of software engineering.




     SCRUM.

                                                         30 DAYS




      Product Backlog                Sprint Backlog       Sprint    Working Increment




5
ROLES




     SCRUM TEAM.




        PRODUCT OWNER (PO)                                TEAM
        Responsible for maintaining the Backlog by        A cross-functional group of people responsible
        representing the interests of the stakeholders.   for managing itself to develop the product.




6
KEY TERMS



     SPRINT              Defined period of time in which a team commits to complete certain
                         work output.

     EPIC                A large effort split up into multiple related user stories.


     TASK/USER STORY     A detailed description of a task with the stakeholders in mind.


     STORY POINTS        Estimated level of effort a chunk of work will take.


     POINT SCALE         Point system, used to describe task difficulty, without assigning
                         actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…).

     SPRINT COMMITMENT   Public meeting where teams commit to their stories for the coming
                         sprint.

     SPRINT REVIEW       Public meeting where teams review accomplishments and lessons
                         from the last sprint.



7
KEY TERMS




     STANDUP              Daily standing (literally) meeting where team members share what
                          they worked on yesterday, their plans for today, and any ‘blocking’
                          items hindering their work progress.

     TEAM BACKLOG         A prioritized list of high-level requirements.

     SPRINT BACKLOG       A prioritized list of tasks to be completed during the sprint.

     SPRINT BURN DOWN     Daily progress chart for a Sprint over the sprint’s length.

     PLANNING POKER       The team estimates effort for the stories in the backlog. The PO uses
                          estimates to prioritize & forecast stories based on velocity.

     IMPEDIMENT/BLOCKER   Anything that prevents a team member from performing work as
                          efficiently as possible.

     SUCCESS CRITERIA     The exit-criteria to determine if a task is complete.




8
TEAM STRUCTURE


                                                                    MOFU
                                                                    (Middle of the Funnel)
                                                                    NURTURES LEADS

                                                                                    EVANGELISM
                                                                                    DEEPENS PRODUCT
            BRAND & BUZZ                                                            AWARENESS
            GENERATES             TOFU
            BRAND                 (Top of the Funnel)
            AWARENESS
                                  ATTRACTS LEADS                                                   SALES
                                                                                                   CONVERTS
                                                                                                   LEADS TO
                                                                                                   CUSTOMERS




                                                                MARKETEERING
                                                                (Marketing + Engineering)
                                                                BUILDS STUFF [TOOLS, APPS, ETC.]
     Instead of structuring our marketing team by “function,”   TO SUPPORT MARKETING GOALS
     HubSpot organizes teams to reflect our sales funnel .
9
9
TEAM STRUCTURE


                                                       MARKETING BOARD
                                     Hires, manages, & develops marketing teams; allocates budgets.




      BRAND & BUZZ                   TOFU                       MOFU                  EVANGELISM               MARKETEERING
  OBJECTIVE: Generate       OBJECTIVE:                   OBJECTIVE:                   OBJECTIVE:
  brand awareness.          Attract leads.               Nurture leads.               Deepen product           OBJECTIVE:
                                                                                                               Make stuff.
                                                                                      awareness.

                                          T E A M                         A S S E T S

      •    PR               •    Content                  •  Email                    •    Product content     •  Tools & apps
      •    Brand            •    Co-Marketing             •  Landing pages            •    Sales training      •  Internal
      •    Company Blog     •    Affiliate Marketing        •  Webinars                 •    Customer events        marketing
      •    Events           •    Display                                              •    Analyst relations      tech
                            •    PPC

                                          T E A M                         M E T R I C S
      •  Direct & branded   •    Visitors                 •  Leads                    •  Product awareness     •  Traffic/downloads/
         search traffic       •    Subscribers              •  Conversion rates         •  Lead close %             users of tools & apps
      •  PR Coverage        •    Downloads                •  Lead quality             •  Product buzz/PR       •  Marketing
      •  Reach              •    Leads                                                                            productivity


10
10
EXAMPLE OF A USER STORY
                                                                                                                       How difficult is this
                                                                                                                       task? Velocity &
                                                             Measureable results.                                      points get refined
                                                             What defines ‘done’?                                       over time.



                                                                                           SUCCESS                              POINTS
PRIO
                               USER STORY
                                                              OWNER
                                                                                           CRITERIA
                           & STATUS
1
      POKERING.
           As a HubSpot Sales Person, I need a way to prioritize my
           active trials so that I can connect with prospects most likely
                                                                                           Prototype trial
                                                                                           alert launched,
                                                                                                             Kirsten           5

           to buy.                                                                         Sales feedback
           •  Define ‘active trial’                                                         for S32
           •  Create HubSpot + SFDC Report
           •  Publish to Sales-Viewable Dashboard
           •  Create Automated Weekly Email




                  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, consider ways you
                  could break it up. Ensure dependencies are noted.
11
STANDUP

      Each team meets for 15 minutes daily
                                             •    YESTERDAY
      —literally standing up.
                                             •    TODAY
                                             •    BLOCKERS
                                             •    CROSS POLLINATION




12
REPORTING

      Every month, 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 “Science Fair.”




13
13
GIVE IT A TRY!

      Want to ensure focus, transparency, prioritization
      & predictability within your marketing team?
      GO AGILE!
      Give it a ‘trial run’ with a single project. Pick a single
      project to define, poker & execute using scrum. Use the
      handy Go Agile Workshop Discussion Guide provided in this
      kit to guide you!



      FIND MORE RESOURCES TO HELP YOU BUILD
      A MODERN MARKETING TEAM HERE:
      http://www.hubspot.com/modern-marketing-team-kit




14
ABOUT HUBSPOT

      HubSpot’s all-in-one Inbound Marketing Software helps
      4500 small & medium-sized businesses generate over
      500,000 leads per month.


      TRY HUBSPOT FREE FOR 30 DAYS!
      http://hubspot.com/free-trial


      LET’S BE FRIENDS ONLINE:
      blog.hubspot.com/
      Twitter.com/hubspot
      Facebook.com/hubspot
      Linkedin/com/hubspot
      Youtube.com/hubspot
      flickr.com/photos/hubspot
      Slideshare.net/hubspot

15
THE END.

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Agile for Marketing

  • 1. G E IL E. G A M O HO ORGO INTRODUCING MARKETING ! THE AGILE WAY.
  • 2. TABLE OF CONTENTS 1 DEFINITION…………………….………....3 2 BENEFITS………………..……………….4 3 METHODOLOGY…………………………....5 4 ROLES…………………………………..6 5 KEY TERMS………………………………7 6 TEAM STRUCTURE…………………………9 7 EXAMPLE OF A USER STORY…………………11 8 STANDUP………………………………..12 9 REPORTING ……………………………...13 10 GIVE IT A TRY…………………………......14 2
  • 3. DEFINITION AGŸILE -adjective Quick and well-coordinated in movement; lithe. 3
  • 4. BENEFITS Unlike traditional 6-12 month marketing planning and execution cycles, Agile methodology allows the Modern Marketing Team to adapt to fast-changing market conditions, respond to immediate sales needs, and prove ROI quickly and consistently. THE AGILE WAY. FAST FOCUSED PRIORITIZED PREDICTABLE 15-30 day Sprints Each user story has a Transparency & a Daily “standup” plus make it easier to clear and distinct “points” system make the points system adapt to changing success metric. prioritization a help to identify market conditions. rational & productive blockers & eliminate conversation vs. a tug surprises effectively. of war. 4
  • 5. METHODOLOGY An iterative, incremental methodology for project management often seen in agile software development, a type of software engineering. SCRUM. 30 DAYS Product Backlog Sprint Backlog Sprint Working Increment 5
  • 6. ROLES SCRUM TEAM. PRODUCT OWNER (PO) TEAM Responsible for maintaining the Backlog by A cross-functional group of people responsible representing the interests of the stakeholders. for managing itself to develop the product. 6
  • 7. KEY TERMS SPRINT Defined period of time in which a team commits to complete certain work output. EPIC A large effort split up into multiple related user stories. TASK/USER STORY A detailed description of a task with the stakeholders in mind. STORY POINTS Estimated level of effort a chunk of work will take. POINT SCALE Point system, used to describe task difficulty, without assigning actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…). SPRINT COMMITMENT Public meeting where teams commit to their stories for the coming sprint. SPRINT REVIEW Public meeting where teams review accomplishments and lessons from the last sprint. 7
  • 8. KEY TERMS STANDUP Daily standing (literally) meeting where team members share what they worked on yesterday, their plans for today, and any ‘blocking’ items hindering their work progress. TEAM BACKLOG A prioritized list of high-level requirements. SPRINT BACKLOG A prioritized list of tasks to be completed during the sprint. SPRINT BURN DOWN Daily progress chart for a Sprint over the sprint’s length. PLANNING POKER The team estimates effort for the stories in the backlog. The PO uses estimates to prioritize & forecast stories based on velocity. IMPEDIMENT/BLOCKER Anything that prevents a team member from performing work as efficiently as possible. SUCCESS CRITERIA The exit-criteria to determine if a task is complete. 8
  • 9. TEAM STRUCTURE MOFU (Middle of the Funnel) NURTURES LEADS EVANGELISM DEEPENS PRODUCT BRAND & BUZZ AWARENESS GENERATES TOFU BRAND (Top of the Funnel) AWARENESS ATTRACTS LEADS SALES CONVERTS LEADS TO CUSTOMERS MARKETEERING (Marketing + Engineering) BUILDS STUFF [TOOLS, APPS, ETC.] Instead of structuring our marketing team by “function,” TO SUPPORT MARKETING GOALS HubSpot organizes teams to reflect our sales funnel . 9 9
  • 10. TEAM STRUCTURE MARKETING BOARD Hires, manages, & develops marketing teams; allocates budgets. BRAND & BUZZ TOFU MOFU EVANGELISM MARKETEERING OBJECTIVE: Generate OBJECTIVE: OBJECTIVE: OBJECTIVE: brand awareness. Attract leads. Nurture leads. Deepen product OBJECTIVE: Make stuff. awareness. T E A M A S S E T S •  PR •  Content •  Email •  Product content •  Tools & apps •  Brand •  Co-Marketing •  Landing pages •  Sales training •  Internal •  Company Blog •  Affiliate Marketing •  Webinars •  Customer events marketing •  Events •  Display •  Analyst relations tech •  PPC T E A M M E T R I C S •  Direct & branded •  Visitors •  Leads •  Product awareness •  Traffic/downloads/ search traffic •  Subscribers •  Conversion rates •  Lead close % users of tools & apps •  PR Coverage •  Downloads •  Lead quality •  Product buzz/PR •  Marketing •  Reach •  Leads productivity 10 10
  • 11. EXAMPLE OF A USER STORY How difficult is this task? Velocity & Measureable results. points get refined What defines ‘done’? over time. SUCCESS POINTS PRIO USER STORY OWNER CRITERIA & STATUS 1 POKERING. As a HubSpot Sales Person, I need a way to prioritize my active trials so that I can connect with prospects most likely Prototype trial alert launched, Kirsten 5 to buy. Sales feedback •  Define ‘active trial’ for S32 •  Create HubSpot + SFDC Report •  Publish to Sales-Viewable Dashboard •  Create Automated Weekly Email 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, consider ways you could break it up. Ensure dependencies are noted. 11
  • 12. STANDUP Each team meets for 15 minutes daily •  YESTERDAY —literally standing up. •  TODAY •  BLOCKERS •  CROSS POLLINATION 12
  • 13. REPORTING Every month, 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 “Science Fair.” 13 13
  • 14. GIVE IT A TRY! Want to ensure focus, transparency, prioritization & predictability within your marketing team? GO AGILE! Give it a ‘trial run’ with a single project. Pick a single project to define, poker & execute using scrum. Use the handy Go Agile Workshop Discussion Guide provided in this kit to guide you! FIND MORE RESOURCES TO HELP YOU BUILD A MODERN MARKETING TEAM HERE: http://www.hubspot.com/modern-marketing-team-kit 14
  • 15. ABOUT HUBSPOT HubSpot’s all-in-one Inbound Marketing Software helps 4500 small & medium-sized businesses generate over 500,000 leads per month. TRY HUBSPOT FREE FOR 30 DAYS! http://hubspot.com/free-trial LET’S BE FRIENDS ONLINE: blog.hubspot.com/ Twitter.com/hubspot Facebook.com/hubspot Linkedin/com/hubspot Youtube.com/hubspot flickr.com/photos/hubspot Slideshare.net/hubspot 15