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Nor Cal Business Marketing Association (BMA) presentation on Agile Marketing

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Agile Marketing presentation to the Northern California Business Marketing Association. Dave Lloyd at Adobe. April 2016

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Nor Cal Business Marketing Association (BMA) presentation on Agile Marketing

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. BMA and Agile Marketing Dave Lloyd, Adobe
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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. Digital is everywhere and offline is becoming the exception not the rule 67% of the buyer’s journey is online How did you shop on black Friday? Awareness Consideration Intent Decision
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The marketer’s dilemma Brands have struggled to achieve success with organic and content marketing “Are we leaving $$$ on the table?” Traffic Conversions Revenue ROI “Where should we spend our time?”
  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
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2nd Law of Thermodynamics Over time, all systems naturally move toward chaos.
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. "Business has only two basic functions: marketing and innovation.“ – Peter Drucker
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agile is a proven & repeatable process 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
  9. 9. © 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 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
  10. 10. © 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?
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #1: Product Launch Planning (Be Agile or Be Behind) 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. #2: Domain Migration (Be Agile or Be Overwhelmed) 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
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #3: Consistent Site Testing (Be Agile or Be Traditional) 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
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #4: Cross-team Website Improvements (Be Agile or Be Fractured) CHALLENGE  Urgent need to make quick changes to improve website performance, across multiple teams SOLUTION  Initial meeting to understand the scope of problem and key players  hybrid Scrum model employed using Backlog, Weekly Sprint, Product Owner, ScrumMaster BENEFITS  All are on the same page with clear communication  Regular bi-weekly updates without too many meetings
  15. 15. © 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
  16. 16. © 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
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways Carve out time with team(s) to generate a shared project list – weekly or bi-weekly 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 with Agile principles – then broader stakeholders
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Resources for getting started in Agile in Marketing 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/
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 Dave Lloyd Senior Manager, Global Search Marketing Thank you! @davelloyd1 slideshare.net/dalloyd
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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