This document discusses operating in a non-operations driven marketing team and provides actionable steps to implement an agile approach. It recommends (1) forming smaller cross-functional teams, (2) rotating project managers to share skills and identify gaps, and (3) using daily stand-ups for quick decision making and efficient communication. The document also suggests expanding the team outside of marketing, centralizing data and knowledge sharing, and selecting collaborative tools to support transparency and workflow.

1. Operating in a Non-Operations
Driven Team

2. About me
Jami Schwartz
San Francisco, CA
Head of B2B Demand Gen, Airbnb for Work
Former Head of Content & Marketing Technologies,
Kabbage

3. About me
December in Alaska Spartan Race
Patriots Game, post loss:(

4. Marketing Ops Mngr profile

5. Marketing Team
Brand Marketing Product Marketing Performance
Marketing
Content
Marketing
Customer
Marketing
Social media
PR
Syndication
Partner
marketing
Enablement
Web
SEM
Marketing Ops
SEO Demand Gen
Content strategy
Editorial
Email
Field marketing

6. Agile marketing
● 37% of marketers report using some form of Agile to manage
their work including sprints, standups, user stories
● Agile marketing teams enjoy a wide variety of benefits
including:
○ Ability to change gears more quickly (55%)
○ Better visibility into project status (52%)
○ Higher quality work (47%)
Source: Agile Marketing Journey Continues: State of Agile Marketing 2018 appeared first on AgileSherpas.

7. Actionable steps
1. Smaller teams
2. PM rotation
3. Stand-ups
4. Expand your team outside of marketing
5. Centralize data and knowledge sharing
6. Tools & technology requirements

8. Small teams
ConcernsBenefits
● Quick decision making
● Easier communication
● Efficient
● Cross-functional
expertise
● Limited ideas
● Narrow focus
● Feeling excluded

9. Stand ups

10. Stand-ups
ConcernsBenefits
● Quick decision
making
● Easier
communication
● Efficient
● Appear time
consuming
● Requires organization
& commitment
● Limited
flexibility/change of
scope

11. Project Manager Rotation
ConcernsBenefits
● Balance workload
● Empathy
● Transfer of skills
● Identify operational
gaps
● High risk due to building
new skills
● Longer ramp time
● Stress

12. Expand your team

13. How to incorporate non-marketing functions
● Start with customer insights - research, sales, customer
success
● Pilot campaigns
● Create multi-touch campaigns across product, sales,
customer success
● Analyze, report out and iterate - group feedback

14. ● Adopt a single set of KPIs that each team rolls up to
● Centralize where data is located
● Review analytics as a team
● Create alignment on projects based on data
● Start with customer insights
Centralize data & knowledge sharing

15. Adopt a management system that works for your team
● Start small: outgrow your system -> Don’t let your system
outgrow you!
● Include all team members for transparency and
communication
● Find a system that includes: tasks, workflows,
communication and analytics
● Have a visualization component for presentations and
leadership
Tools & technology

16. Questions?
I’m hiring
Please email me at jami.schwartz@airbnb.com