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Lean and Agile Marketing (Agile Eastern Europe, April 8th, Kiev)

  1. 1. Monica Georgieff Kanbanize Head of a powerhouse inbound marketing team Trying to make the most of creative chaos Lover of Lean @MonGeorgieff
  2. 2. Where did product managers come from?
  3. 3. Developers or Engineers (or sometimes other) Leading the Innovation in the company Engineers wanted to own the way the products they were working on were developing...
  4. 4. The tools.
  5. 5. Developers earned their place as stewards of innovation by bringing in Lean and Agile.
  6. 6. Marketing is still stuck doing Waterfall.
  7. 7. Marketers Leaders overseeing the Customer Experience in the company If marketers want to grow and own the customer experience during the life cycle...
  8. 8. Results-oriented does not mean you should be process-blind.
  9. 9. “Their traditional methods don’t work so well anymore, the approach they are used to using is Waterfall which requires that you are working in a context where you can reliably predict the future but marketers are increasingly working in environments where they can’t predict the future.” Roland Smart VP Marketing & Community @Oracle
  10. 10. How do we align the business units (marketing, sales, finance) and the IT departments in an organization?
  11. 11. The Lean tool - Kanban. Kanban suits marketing best because it is a flow-based method, non-prescriptive for the creative process and easy to onboard.
  12. 12. The Rituals. ● Defining explicit policies ● Tracking metrics of the workflow ● Not multitasking ● Feedback loops (standups, reviews) ● Committing to continuous improvement
  13. 13. Marketing Problems Kanban Solutions ● lack of communication ● lack of experienced staff ● lack of reporting ● lack of budget ● Policies on a visual platform ● Commitment to improvement ● Feedback loops ● Tracking metrics of the workflow
  14. 14. What does it take for a marketing organization or department to go Lean with Kanban?
  15. 15. Three Deep Marketing is a digital agency in Minnesota.
  16. 16. 1. An evangelist
  17. 17. 2. Master Portfolio Board for tracking Campaigns
  18. 18. 3. Visual Kanban Boards that Reflect your Marketing Processes |
  19. 19. Expedite Projects Maintenance Backlog In Progress Internal Review External Review Complete Archive SEO and CONTENT Kanban Board On Deck Ready Work
  20. 20. Expedite Campaigns Maintenance Project Adhoc Backlog In Progress In Progress Internal Review Preview at Agency Preview at Clients Approved to Send Verify Metrics Complete Archive EMAIL MARKETING Kanban Board On Deck Ready Work
  21. 21. Expedite Design: Project Adhoc Contractor Sales and Marketing Support Backlog In Progress/In Revision Production Internal Review 1st Client Review 2nd+ Client Review Complete Archive On Deck DESIGN Kanban Board Content: Project Adhoc Ready Work
  22. 22. 4. A way of collaborating with stakeholders on the same platform Is everyone on the same page? Did we miss anything? Is anything blocked? What is priority?
  23. 23. 5. A way of measuring the stability of your workflow
  24. 24. 6. A way of measuring your process efficiency
  25. 25. Lean & Agile are not just for digital projects.
  26. 26. Prove it works by measuring the right KPIs. Your customer’s KPIs.
  27. 27. Make sure your team and (to an extent) your customers commit to pursuing the goals of Lean alongside you.
  28. 28. How do you know if you’ve gone Lean? Yuval Yeret (Agile Sparks) on
  29. 29. Why would I want to do anything of what you just said with my marketing department? ● Be more aligned with product management ● Serve as a gateway for Lean & Agile into the business units ● Be more efficient and predictable in your current process ● Deliver more value to your customers and grow ● Because it is proven to be better
  30. 30. So, if the question before was: Why would marketing want to go Lean and Agile? The question now is: Why aren’t all marketing teams like this?
  31. 31. Write to me: