Dan McGaw - Director of Marketing - @danielmcgaw
Pouring gas on the fire with
Agile Marketing
Who am I ?
@danielmcgaw!
History Lesson
http://setandbma.wordpress.com/2012/03/23/agile-history/
Manifesto for Agile Development
!
We are uncovering be er ways of developing so ware by doing it and
helping others do it....
Traditional Marketing
Idea
Competitive Analysis
Design
Engineering
Support
Sales
Long Process
Month 1 Month 2 Month 3 Month 4
Design Problem
Month 1 Month 2 Month 3 Month 4 Month 5
Documentation problem
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Feature integration bug
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Design, Engineering, and Support Shut Down
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8
Missed Opportunity Window
Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Don’t pour gas on this fire!
Stop the Stress
Agile Marketing
Cross Functional Team
Cross Functional Team
Individuals and interactions over Processes and tools
Instant communication
Work
together
to solve
problems
Stay focused with project management
Always be shipping
Always be shipping
Working so ware over Comprehensive documentation
http://blog.optimizely.com/2013/01/04/an-optimized-2012-the-year-in-new-features-and-milestones/
Don’t let anyone
or anyth...
Choose flexibility and simplicity
Make everything testable and accessible to marketing
transactionalpromotional
The Customer is at the center
The Customer is at the center
Customer collaboration over Contract negotiation
Understand
their needs
with surveys
Understand their behavior with heatmaps
Learn what they do with analytics
Change is constant
Change is constant
Responding to change over Following a plan
Adjust priorities daily
http://leanagileprojects.blogspot.com/2013/07/naked-kanban-dresses-in-teams_5.html
Data over opinions
Everything must be transparent
http://www.hammacher.com/Product/Default.aspx?sku=78952&refsku=10343
Pour on the gas
Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
60%+ failure rate
Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
How we do Agile
KISSmetrics Marketing Team
Dan McGaw	

Director of Marketing
Sean Work	

Blog Manager
Jason Caldwell	

Designer
Will Kurt	...
Dan McGaw	

Director of Marketing
Sean Work	

Blog Manager
Jason Caldwell	

Designer
Dan McGaw	

Growth Engineer
Thue Mads...
Amazingly Remote
Twice weekly all hands
Master Marketing Board
Back Log To Do
Pipeline
Doing (Today)
Review
Completed
History of completion
and a sense of humor
We Love Trello
Transparent Calendar
Weekly Screencasts
Document Everything
(a er you know the results)
THANK YOU
30 day trial of KISSmetrics > www.kissmetrics.com/conference
Hiring!
dan@KISSmetrics.com
30 day trial of KISSmetrics > www.kissmetrics.com/conference
Questions?
@danielmcgaw
Director of Marketing
KISSmetrics
30 day trial of KISSmetrics > www.kissmetrics.com/conference
Agile marketing
Agile marketing
Agile marketing
Agile marketing
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Agile marketing

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Agile marketing

  1. 1. Dan McGaw - Director of Marketing - @danielmcgaw Pouring gas on the fire with Agile Marketing
  2. 2. Who am I ? @danielmcgaw!
  3. 3. History Lesson
  4. 4. http://setandbma.wordpress.com/2012/03/23/agile-history/
  5. 5. Manifesto for Agile Development ! We are uncovering be er ways of developing so ware by doing it and helping others do it. Through this work we have come to value: ! ! Individuals and interactions over Processes and tools ! Working so ware over Comprehensive documentation ! Customer collaboration over Contract negotiation ! Responding to change over Following a plan ! ! That is, while there is value in the items on the right, we value the items on the le more.
  6. 6. Traditional Marketing
  7. 7. Idea
  8. 8. Competitive Analysis
  9. 9. Design
  10. 10. Engineering
  11. 11. Support
  12. 12. Sales
  13. 13. Long Process Month 1 Month 2 Month 3 Month 4
  14. 14. Design Problem Month 1 Month 2 Month 3 Month 4 Month 5
  15. 15. Documentation problem Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
  16. 16. Feature integration bug Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
  17. 17. Design, Engineering, and Support Shut Down Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8
  18. 18. Missed Opportunity Window Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9
  19. 19. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Don’t pour gas on this fire!
  20. 20. Stop the Stress
  21. 21. Agile Marketing
  22. 22. Cross Functional Team
  23. 23. Cross Functional Team Individuals and interactions over Processes and tools
  24. 24. Instant communication
  25. 25. Work together to solve problems
  26. 26. Stay focused with project management
  27. 27. Always be shipping
  28. 28. Always be shipping Working so ware over Comprehensive documentation
  29. 29. http://blog.optimizely.com/2013/01/04/an-optimized-2012-the-year-in-new-features-and-milestones/ Don’t let anyone or anything prevent you from shipping
  30. 30. Choose flexibility and simplicity
  31. 31. Make everything testable and accessible to marketing transactionalpromotional
  32. 32. The Customer is at the center
  33. 33. The Customer is at the center Customer collaboration over Contract negotiation
  34. 34. Understand their needs with surveys
  35. 35. Understand their behavior with heatmaps
  36. 36. Learn what they do with analytics
  37. 37. Change is constant
  38. 38. Change is constant Responding to change over Following a plan
  39. 39. Adjust priorities daily http://leanagileprojects.blogspot.com/2013/07/naked-kanban-dresses-in-teams_5.html
  40. 40. Data over opinions
  41. 41. Everything must be transparent http://www.hammacher.com/Product/Default.aspx?sku=78952&refsku=10343
  42. 42. Pour on the gas
  43. 43. Build - Measure - Learn 2 weeks 4 weeks 6 weeks 8 weeks
  44. 44. Build - Measure - Learn 2 weeks 4 weeks 6 weeks 8 weeks 60%+ failure rate
  45. 45. Build - Measure - Learn 2 weeks 4 weeks 6 weeks 8 weeks
  46. 46. Build - Measure - Learn 2 weeks 4 weeks 6 weeks 8 weeks
  47. 47. Build - Measure - Learn 2 weeks 4 weeks 6 weeks 8 weeks
  48. 48. Build - Measure - Learn 2 weeks 4 weeks 6 weeks 8 weeks
  49. 49. Build - Measure - Learn 2 weeks 4 weeks 6 weeks 8 weeks
  50. 50. Build - Measure - Learn 2 weeks 4 weeks 6 weeks 8 weeks
  51. 51. How we do Agile
  52. 52. KISSmetrics Marketing Team Dan McGaw Director of Marketing Sean Work Blog Manager Jason Caldwell Designer Will Kurt Growth Engineer Thue Madsen Marketing Associate Zach Bulygo Content Writer Lars Lofgren Growth Manager
  53. 53. Dan McGaw Director of Marketing Sean Work Blog Manager Jason Caldwell Designer Dan McGaw Growth Engineer Thue Madsen Marketing Associate Zach Bulygo Content Writer Lars Lofgren Growth Manager #amazing
  54. 54. Amazingly Remote
  55. 55. Twice weekly all hands
  56. 56. Master Marketing Board
  57. 57. Back Log To Do
  58. 58. Pipeline
  59. 59. Doing (Today)
  60. 60. Review
  61. 61. Completed
  62. 62. History of completion
  63. 63. and a sense of humor
  64. 64. We Love Trello
  65. 65. Transparent Calendar
  66. 66. Weekly Screencasts
  67. 67. Document Everything (a er you know the results)
  68. 68. THANK YOU 30 day trial of KISSmetrics > www.kissmetrics.com/conference
  69. 69. Hiring! dan@KISSmetrics.com 30 day trial of KISSmetrics > www.kissmetrics.com/conference
  70. 70. Questions? @danielmcgaw Director of Marketing KISSmetrics 30 day trial of KISSmetrics > www.kissmetrics.com/conference

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