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Ellie Mirman - Creating an Agile, Data-Driven Marketing Team

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INBOUND 2015

Published in: Marketing

Ellie Mirman - Creating an Agile, Data-Driven Marketing Team

  1. 1. INBOUND15 Creating an Agile, Data- Driven Marketing Team Ellie Mirman VP Marketing, Toast
  2. 2. 1.Measuring & Analyzing Marketing 2.Communicating & Presenting with Data 3.Operating an Agile Marketing Team 4.Managing an Agile, Data-Driven Marketing Team AGENDA
  3. 3. INBOUND15 1 MEASURING & ANALYZING MARKETING
  4. 4. INBOUND15 “YOU CAN’T MANAGE WHAT YOU DON’T MEASURE.”
  5. 5. INBOUND15 DATA IS A TOOL
  6. 6. INBOUND15 Align with Key Goals Align Marketing with one of the company’s main goals: building the product or selling it.
  7. 7. INBOUND15 Work Backwards Use historic conversion rates to back into marketing goals. Goal: 100 new customers 50% average opportunity close rate = 200 opportunities 40% average lead conversion rate = 500 new leads
  8. 8. INBOUND15 Set SMART Goals Specific Measurable Attainable Realistic Timeframe
  9. 9. INBOUND15 Keep it Simple Choose simple and clear metrics. There should be a direct path from your goal to the company’s.
  10. 10. INBOUND15 1. DID WE HIT OUR GOALS? 2. WHY OR WHY NOT? TWO KINDS OF ANALYSIS
  11. 11. INBOUND15 DID WE HIT OUR GOALS?
  12. 12. INBOUND15 WHY OR WHY NOT?
  13. 13. INBOUND15 FOCUS ON THE QUESTION Which channels should we invest in? Which programs should we cut? What can we learn from the most effective programs to apply to others?
  14. 14. INBOUND15 ACTIVE VS. PASSIVE ANALYSIS VS.
  15. 15. INBOUND15 TOOLS & DATA HYGIENE only matter as far as they help you get an answer to your question. FOCUS ON TRENDS
  16. 16. INBOUND15 2 COMMUNICATING & PRESENTING WITH DATA
  17. 17. INBOUND15 DATA IS A UNVERSAL LANGUAGE
  18. 18. INBOUND15 USE DATA TO FOCUS & PRIORITIZE
  19. 19. INBOUND15 7THINGS MARKETERS DO WRONG WHEN COMMUNICATING RESULTS TO THEIR CEO
  20. 20. INBOUND15 #1 NOT SHOWING METRICS
  21. 21. INBOUND15 #2 GETTING INTO THE WEEDS
  22. 22. INBOUND15 #3 NOT DRAWING CONCLUSIONS
  23. 23. INBOUND15 #4 NOT FOCUSING ON THE RIGHT METRICS
  24. 24. INBOUND15 #5 SHOWING TOO MUCH
  25. 25. INBOUND15 #6 NOT ANTICIPATING QUESTIONS
  26. 26. INBOUND15 #7 TAKING TOO LONG TO GET TO THE POINT
  27. 27. INBOUND15 4VISUAL PRESENTATION TIPS FOR COMMUNICATING WITH DATA
  28. 28. INBOUND15 #1 NO MORE PIE CHARTS SOURCE: CHANDOO.ORG
  29. 29. INBOUND15 #2 CUT OUT THE DISTRACTIONS 0 20 40 60 80 100 120 140 160 180 Month 1 Month 2 Month 3 Month 4 Month 5 EXAMPLE CHART
  30. 30. INBOUND15 #3 HIGHLIGHT YOUR POINT 0 100 200 300 400 Month 1 Month 2 Month 3 Month 4 Month 5 LEADS BY CHANNEL ORGANIC SEARCH EMAIL MARKETING PAID MEDIA SPIKE IN LEADS DUE TO LARGE PAID MEDIA CAMPAIGN
  31. 31. INBOUND15 #4 USE EXPECTED STANDARDS 0 100 200 300 400 500 600 Channel 5 Channel 4 Channel 3 Channel 2 Channel 1 Leads by Channel This Quarter
  32. 32. INBOUND15 #4 USE EXPECTED STANDARDS 0 50 100 150 200 Month 1 Month 2 Month 3 Month 4 Month 5 Leads by Month
  33. 33. INBOUND15 #4 USE EXPECTED STANDARDS 0% 10% 20% 30% 0 50 100 150 200 Month 1 Month 2 Month 3 Month 4 Month 5 Leads by Month with Conversion Rate Leads Conversion Rate
  34. 34. INBOUND15 3 OPERATING AN AGILE MARKETING TEAM
  35. 35. #INBOUND15 AGILE adj. quick and well-coordinated movement
  36. 36. INBOUND15 SCRUM PROCESS Backlog Sprint Workable Increment
  37. 37. INBOUND15 SCRUM TEAM PRODUCT OWNER Responsible for maintaining the backlog and representing the interests of various stakeholders. TEAM A cross-functional group of people responsible for managing itself to develop the product. SCRUM MASTER Tasked with keeping the team on track to reach its sprint goals, removing blockers and helping with coordination.
  38. 38. INBOUND15 BACKLOG Prioritized list of upcoming projects
  39. 39. INBOUND15 USER STORY PRIORITY USER STORY SUCCESS CRITERIA OWNER POINTS List stories in order of priority (1, 2, 3, etc.). A specific description of the task, written in the form of the benefit to the stakeholder. e.g. “As a ___ (stakeholder), I want to ___ (task), so that I can ___ (desired result).” • List out the details ahead of time, • Thinking through each step necessary Note the measurable result, so that you know when the story is officially completed. Name the people on the project. Points are a measure of the project difficulty.
  40. 40. INBOUND15 PLANNING POKER 0 ½ 1 2 3 5 8 13 20 40
  41. 41. INBOUND15 PUBLIC COMMITMENT
  42. 42. INBOUND15 DAILY STANDUP
  43. 43. INBOUND15 SPRINT REPORTING
  44. 44. INBOUND15 SPRINT REVIEW  Execution vs. Commitment  Wins  Losses  Lessons
  45. 45. INBOUND15 4KEY ADVANTAGES OF AGILE MARKETING
  46. 46. #INBOUND15 MOVE FAST
  47. 47. INBOUND15 STAY FOCUSED
  48. 48. INBOUND15 PRIORITIZE CLEARLY
  49. 49. INBOUND15 PREDICT RESULTS
  50. 50. INBOUND15 3KEY DISADVANTAGES OF THE AGILE METHOD
  51. 51. INBOUND15 OVERHEAD Cut down on it. Meetings, planning, reporting. Consider the impact of sprint cycle length, too.
  52. 52. INBOUND15 SHORT-TERM Having trouble combining agile and large-scale projects? Break them down into small chunks.
  53. 53. INBOUND15 CULTURE SHOCK Team not used to agile? Introduce it slowly – first sprint commitment, then planning poker, etc.
  54. 54. INBOUND15 6KEY STEPS TO ADAPT AGILE FOR MARKETING TEAMS
  55. 55. INBOUND15 SPRINT CYCLE Choose a sprint cycle tied to company cycles (e.g. sales quotas, product development sprints).
  56. 56. INBOUND15 LIGHT GROOMING Things change too quickly to have a fully flushed out backlog. But light grooming will allow you move faster when you’re ready to take on new projects.
  57. 57. INBOUND15 EXTRA REPORTING Skip the pieces that don’t resonate with your team – points, burndown, etc.
  58. 58. INBOUND15 RETROSPECTIVE Keep the end-of-sprint review, with the opportunity for everyone to self-evaluate.
  59. 59. INBOUND15 SIMPLE TOOLS You don’t need fancy tools to implement agile – try Google Docs, Trello, or Asana.
  60. 60. INBOUND15 SPECIALIZATION While cross-training allows anyone to take on top projects, it’s helpful to have different specialties represented on the team.
  61. 61. INBOUND15 4 MANAGING AN AGILE, DATA-DRIVEN TEAM
  62. 62. INBOUND15 HIRING SCREENING RESUMES:  Results  Growth  Initiative & Leadership  Commitment & Resilience
  63. 63. INBOUND15 HIRING INTERVIEW TIPS:  Past examples  Thought process  Open-ended questions
  64. 64. INBOUND15 “How did you measure success in your last role?” “Tell me about something you weren’t good at when you started your role and how you improved.” “Tell me about a time you didn’t hit a goal and what you did about it.” Example Interview Questions
  65. 65. INBOUND15 TRAINING EMPLOYEE TRAINING:  Data Analysis  Presentation Skills  Professional Development
  66. 66. INBOUND15 Team Culture: Reviewing Metrics
  67. 67. INBOUND15 Team Culture: Planning
  68. 68. INBOUND15 Team Culture: Goals and Purpose
  69. 69. INBOUND15 1. SET SMART GOALS BASED ON COMPANY PRIORITIES 2. ANALYSIS, TOO, SHOULD HAVE A PURPOSE 3. USE DATA TO COMMUNICATE CLEARLY ACROSS THE COMPANY 4. SIMPLE DATA, SIMPLE PRESENTATIONS WIN 5. AGILE MARKETING HELPS YOU MOVE FAST & STAY FOCUSED 6. ADAPT THE AGILE METHODOLOGY TO KEEP WHAT HELPS YOU 7. HIRE FOR AND REINFORCE THE AGILE, DATA-DRIVEN APPROACH LET’S RECAP
  70. 70. INBOUND15 THANK YOU ELLIE MIRMAN | @ELLIEEILLE ELLIEMIRMAN.COM/INBOUND15

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