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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SVAMA & WIC
Agile Marketing
Dave Lloyd, Adobe
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Dave Lloyd
Senior Manager, Global Search Mar...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
"Business has only two basic
functions: market...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2nd Law of Thermodynamics
4
Over time, all sys...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Common Pain Points in Organizations
Don’t know...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agile is a proven & repeatable process
6
Being...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
My team’s basic Agile methodology
Benefits
• A...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Maturity model for Agile Marketing adoption
Mo...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#1: Quarterly Project Planning (Be Agile or Be...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#2: Domain Migration (Be Agile or Be Overwhelm...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#3: Product Launch Planning (Be Agile or Be Be...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#4: Consistent Site Testing (Be Agile or Be Tr...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Building Agility into Marketing
 Customer-res...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Watch out for…
Perfection or over-complicating...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Takeaways
Carve out time with team(s) to g...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Resources for getting started in Agile in Mark...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
Dave Lloyd
Senior Manager, Global Search Ma...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
 Your features will be communicated as storie...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Waterflow is Chronological Steps
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Repeated Cycles, “Iterative” Development
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Backlog Sprint
Backlog
Sprint
Daily Scrum Meet...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Product Owner
Product Manager,
Product Owner,
...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Scope Set
Wireframes & Designs
Created
Feature...
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Agile Marketing with SVAMA & WIC - Dave Lloyd, Adobe

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How to better utilize your people, processes, and technology to drive Agile Marketing principles that impact speed, quality, and revenue.

In this session you will learn:
• How to decide whether agile should be adopted, and for which marketing processes
• The impact on marketing organization structure, skills, and training
• How such approaches can be applied to your individual campaigns and marketing plans in your company starting tomorrow
• Case studies of both B2B and B2C companies that have successfully adopted an agile processes
• How to apply agile marketing to your job to differentiate you from your co-workers in management’s eye

Published in: Marketing
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Agile Marketing with SVAMA & WIC - Dave Lloyd, Adobe

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SVAMA & WIC Agile Marketing Dave Lloyd, Adobe
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Dave Lloyd Senior Manager, Global Search Marketing Global team delivering Organic, Site Search, and App Store Optimization strategies for all Adobe products Team charter • Deliver industry best practices • Drive KPI-focused results • Align with Marketing Cloud product teams @davelloyd1 http://blogs.adobe.com/digitalmarketing/author/dave-lloyd/
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. "Business has only two basic functions: marketing and innovation.“ – Peter Drucker 3
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2nd Law of Thermodynamics 4 Over time, all systems naturally move toward chaos.
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Common Pain Points in Organizations Don’t know the strategy Not moving fast enough Not aligned and on the same page Not improving efficiency 5
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agile is a proven & repeatable process 6 Being Customer Centric INSPIRES Product Vision & Sustainable Project Plan Teams EXECUTE & ITERATE on simple, short, and incremental Sprints (2 weeks) Sprint Learnings & Customer Feedback INFORM next Sprint deliverables Project Plan REQUIRES Agile-aligned Lean Teams Quick Fixes Immediate Gratification Limit Big Problems Always be WIPing
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. My team’s basic Agile methodology Benefits • Adaptable • Collaborative • Accountable • Organized • Celebrate Quick Wins Weekly Twice-weekly “stand up” meetings 1. what you did? 2. what you’re doing? 3. challenges?
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Maturity model for Agile Marketing adoption Modified Agile (Kanban) • Weekly Scrum meetings • Consistent Sprints • Shared accountability • Optional daily stand-ups • Optional user stories 8 Agile Methodology (Scrum) • Full stakeholder alignment • ScrumMaster leads daily stand-ups • Stakeholder feedback loop • Consistently prioritized Backlog Basic Project Management • Clear goals • Defined owners • Agreed on deliverable dates Integrated Project Management (Waterfall) • Shared ownership & KPIs • Regular meetings • Getting Things Done mentality between groups FirmLoose Stakeholder Commitment
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #1: Quarterly Project Planning (Be Agile or Be Tactical) 9 CHALLENGE  200+ major projects on the SEO team’s project list  Difficult to determine which projects are a priority  High task & people dependency  Multiple tools being used to manage projects within the same team SOLUTION  Quarterly half-day planning meetings – to prioritize projects  Weekly Sprint planning meetings – to discuss tasks completed, next steps, obstacles  Standardized project templates for large SEO projects  Usage of project management tools (i.e. Acrobat.com, AtTask) BENEFITS  Completed 183 projects based on Revenue Impact & Team Priority  Easier to justify project priority with Stakeholders  Management insight into timeline & resource management  Quicker project planning – due to standardized project planning templates & tools
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #2: Domain Migration (Be Agile or Be Overwhelmed) 10 CHALLENGE  Executive Directive  Migrate 15 Acquired-Company Domains  6 Months SOLUTION  Dedicated cross-functional team  Sprints every 2 weeks  Continued learning & agility  Used shared real-time platform BENEFITS  Every SEO best practice incorporated  Aligned to CEO & CMO vision  On time & under budget
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #3: Product Launch Planning (Be Agile or Be Behind) 11 CHALLENGE  Product Launch  73 unique SEO projects SOLUTION  List and categorize all projects  Prioritize projects (each team member prioritizes by assigning a 1, 2, or 3)  Revenue Impact (each team member has input into each project – High, Med, Low)  Impact (each team member categorizes each project by Impact – High, Med, Low)  Each project categorized by size (i.e. XL, L, M, S)  Assign Owners & Completion Date to each project  Highest prioritized projects are transferred into smaller project plans. These are broken into tasks that are reviewed in weekly sprint planning meetings BENEFITS  Hyper-responsive to frequent content updates & review cycles  Excellent results aligned to BU goals  Retrospective/Post-Mortem – what worked, what didn’t, what’s applicable to future
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #4: Consistent Site Testing (Be Agile or Be Traditional) 12 CHALLENGE  Consistent website testing for revenue-impacting digital assets (e.g. headlines, link placement, promo pricing, asset location, CTA button color, comparison charts, etc.) SOLUTION  Using Adobe Target, a Targeting and Optimization team runs iterative global website tests for targeting and optimization  Communication to stakeholders on an intranet blog includes Start and End Date, Hypothesis, Methodology, Primary Success Metrics, Dependencies, & Success Metrics  Tests run until pre-calculated visitor and conversion sample sizes are met BENEFITS  Testing Center of Excellence creates a culture of optimization  Statistically significant tests are maintained in market
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Building Agility into Marketing  Customer-responsive platforms  Omni-channel focus  Shorter marketing campaigns  Constant measuring and adapting to focus on ROI  Consider training as a Certified ScrumMaster (CSM) or Certified Product (CSPO)  Maximize real work to be done not “work” so that progress is measured in Experiences launched  Assemble cross-functional teams  Maintain a bias toward action  Be data-driven
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Watch out for… Perfection or over-complicating  It doesn’t have to be perfect, it just has to get started DO NOT boil the organizational ocean  Execute first on your team – stakeholder alignment is not critical at first Ineffective process  Must have: Scrum meetings and Sprint deadlines  Daily stand-up - critical for complete visibility, not always realistic Constant sprinting without a pause every 2 weeks Scope creep  New requests & requirements are added to the bottom of the queue for reconsideration, based on value of User Stories to top KPIs 14
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways Carve out time with team(s) to generate a shared project list 15 To move away from Waterfall Marketing, Agile gravitates toward collaboration, speed, and cultures of optimization Commit to overcome project entropy Innovate on your immediate team first with Agile principles – then broader stakeholders
  16. 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Resources for getting started in Agile in Marketing 16 http://agilemarketingmanifesto.org/ http://agilemanifesto.org/principles.html http://agilemarketing.net/ https://www.valtech.com/services/the-agile-marketing-way/ http://blogs.gartner.com/jake-sorofman/agile-isnt-just-for-geeks-anymore/ http://chiefmartec.com/2012/06/everything-is-marketing-everyone-must-be-agile/ http://www.slideshare.net/openmk/marketing-automation-goes-agile https://www.scrumalliance.org/
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 Dave Lloyd Senior Manager, Global Search Marketing Thank you! @davelloyd1 slideshare.net/dalloyd
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  Your features will be communicated as stories.  There is protagonist:  End user (most of the time) or stakeholder  The protagonist has a problem = “I need to find a product’s help manual on a website ….  And it specifies the benefit of the solution “…. so I’m not ignorant and waste time learning on my own”  Users stories should focus on the need and solution for the end user.  "As a <role>, I want <goal/desire> so that <benefit>" 20 Users Stories
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Waterflow is Chronological Steps
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Repeated Cycles, “Iterative” Development
  23. 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Backlog Sprint Backlog Sprint Daily Scrum Meeting or “Standup” for 15 minutes QA testing and Regression Testing Post- Launch QA Testing What happens before things hit the Product Backlog is CRUCIAL
  24. 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Product Owner Product Manager, Product Owner, UX, SEO, Writers Developers, Scrummasters, Product Owners Delivery Managers Developers, Scrummasters, Delivery Managers QA Testers Product Owner, Delivery Managers QA Testers
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Scope Set Wireframes & Designs Created Features Defined Requirements Documented as User Stories

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