The document discusses how Intland Software implemented agile marketing practices. It introduces Intland and its codeBeamer ALM product. It then explains the internal and external reasons Intland adopted agile marketing, including distributed teams, failed campaigns, and the need for quicker responses. The document outlines Intland's agile marketing manifesto and tools like Scrum, Kanban boards, and story points. It discusses challenges in implementing agile marketing but notes benefits like increased motivation, transparency, and ability to adapt. Performance metrics show tasks and story points increased 56% and 75% after adopting agile marketing.

1. Agile Marketing Management
Improve marketing performance and avoid marketing failures
Eva Johnson
25 February, 2015

2. 2
Agenda
1. Introduction of Intland Software
2. Why we have implemented Agile in marketing
3. Our Agile Marketing Manifesto
4. Tools behind our Agile Marketing
5. Challenges and benefits of being Agile in our marketing
6. How we measured the performance of our marketing team
7. Live demo of codeBeamer ALM

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o Founded in 1998
o Headquarter in Stuttgart, Germany
o Office in Silicon Valley, USA
o Partners in Korea & Taiwan
o codeBeamer ALM with features including:
• Requirements Management
• Software Development Management
• QA-Test Management
• Demand Management
• IT Operations (DevOps)
Intland Software
Who are we?

4. 4
Our Clients
Automotive
High Technology
Defense
Finance
Medical
Other

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Agile Marketing Management
Why we have implemented Agile in our marketing
Internal reasons
• Distributed team
• Non balanced workload
• Failed campaigns
• Shorter response time
• Weak collaboration
External reasons
• Online Revolution
• Growing user generated content
• Quicker response to feedbacks
• More communication and interactions
with users/clients

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Agile Marketing Management
Our Agile Marketing Manifesto
• Planning shorter campaigns instead of big campaigns (iterations)
• Test and change marketing activities asap to deliver better results
• Improve collaboration to share experience and react changes faster
• Measure and make performance visible
• Use daily Scrum meeting and Kanban board

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Agile Marketing Management
Scrum vs. Kanban
SCRUM
Agile planning, Sprint, Daily
stand up, Retrospective
Kanban
Daily task management, status
update, WIP (overload)

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Agile Marketing Management
Agile Building Blocks
Marketing Backlog Collect requirements, define tasks and
assign tasks to team members
Defined Workflow Simple workflow with the statuses
Agile Planning Board Set up sprints and prioritizes
Story Points Point system to estimate the complexity of tasks,
measure performance of the team and individuals
Kanban Board and WIP Limits Manage daily work and visualize status of tasks

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Agile Marketing Management
How we implemented Agile in marketing
• Training about Agile principles
• Set story point systems and rules together with the team
• Run a 1 month experiment
• Define monthly goals and share it with the team
• Collect feedback from team to fine-tune your system
• Set baseline to measure performance after the first quarter
• Implement daily Scrum meeting, retrospective and sprint planning meetings

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Agile Marketing Management
Challenges and benefits
Challenge Benefit
Cultural changes and training Increased motivation
„Big brother“ Increased transparency
Frequent communication
(time, effort, availability)
Better management of (distributed) teams
Good coordination Increased visibility of competences
Ability to adapt to change Quicker reaction time

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Agile Marketing Management
Team Performance
Number of task in Q4: 243
Number of task in Q1: 316
Story points in Q4:572
Story points in Q1:1000
Increase in task: 56% Increase in SP: 75%
0
50
100
150
200
250
300
350
400
450
Number of tasks
performed
Achieved Story
points

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Agile Marketing Management
Tasks Analysis
Position
Responsibilities
Tasks
Complexity of tasks

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Agile Marketing Management
Individual Performance

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Agile Marketing Management
How to try our Sales and Marketing template?

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Agile Marketing Management
How to try our Sales and Marketing template?

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Agile Marketing Management
How to try our Sales and Marketing template?

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Agile Marketing Management
How to try our Sales and Marketing template?

18. 18
codeBeamer Live Demo

19. 19
Webinar: Reaching 360° Traceability for High
Quality Software and Hardware Projects
Date: 4 Mar 2015
Time: 4:00 PM (CET) / 10:00 AM (EST)
UPscALE to learn about Agile/Scrum.
Presenter: Jeff Sutherland, co-founder of Scrum
•Date: March 11th 2015
•Venue: Our lovely “Debitel Turm”
Gropiusplatz 10 (14th floor), Stuttgart
•Language: English

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Thank you
for your attention!