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Agile Marketing: How To Run Your Marketing Team Like a Startup

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Apply lean startup and agile development approaches to running your marketing team. This presentation reviews the basics and how to apply them to your marketing efforts. Learn more at http://blog.hubspot.com/blog/tabid/6307/bid/33718/Lean-Marketing-How-to-Run-Your-Marketing-Team-Like-a-Startup.aspx

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Agile Marketing: How To Run Your Marketing Team Like a Startup

  1. 1. AGILE MARKETING: HOW TO RUN A MARKETING TEAM LIKE A STARTUP Ellie Mirman
  2. 2. WHAT IS AGILE?
  3. 3. AGILE adj. quick and well-coordinated in movement
  4. 4. Agile Software Development
  5. 5. Bringing agile from Engineering to Marketing
  6. 6. WHY AGILE?
  7. 7. Agile is FAST. 15-30 day sprints make it easier to adapt to changing market conditions.
  8. 8. 108,000+ downloads
  9. 9. Agile is FOCUSED. Each user story has a clear and distinct success metric.
  10. 10. Image credit: epsos
  11. 11. Agile is PRIORITIZED. Transparency & “points” system make prioritization a rational & productive conversation vs. tug of war.
  12. 12. Available: 16 pts Project A (8 pts) Project B (3 pts) Project C (5 pts) Project D (2 pts) Project E (5 pts)
  13. 13. Agile is PREDICTABLE. Daily “standup” plus the points system help to identify blockers & eliminate surprises effectively.
  14. 14. Sprint Progress Sprint time complete: 60% Projects complete: 40%
  15. 15. HOW?
  16. 16. The Scrum Process Backlog Sprint Workable Increment
  17. 17. The Scrum Team
  18. 18. The Backlog
  19. 19. Example User Story
  20. 20. Planning Poker
  21. 21. Public Commitment
  22. 22. Daily Standup
  23. 23. Sprint Reporting
  24. 24. Glossary • Sprint: Defined period of time in which a team commits to complete certain work output. • Epic: A large effort split into multiple user stories. • User story: A detailed description of a task with stakeholders in mind. • Story points: Estimated level of effort a user story will take. • Blocker: Anything that prevents a team member from performing work. • Success criteria: Criteria used to determine if a user story is complete. • Backlog: A prioritized list of projects. • Sprint burndown chart: Daily progress chart for a sprint. • Sprint commitment: Public meeting where teams commit to stories for the coming sprint. • Plannning poker: Meeting where the team estimates the effort for stories in the backlog. Used to determine how many projects to commit. • Standup: Daily standing meeting where team members share what they worked on yesterday, their plans for today, and blockers. • Sprint review: Public meeting where teams review the completed sprint.
  25. 25. 6 REASONS AGILE MARKETERS WIN
  26. 26. 1 agile marketers publish more content
  27. 27. agile marketers can newsjack 2
  28. 28. agile marketers can jump on social media 3 Image credit: cerasaragirl
  29. 29. HubSpot’s social media policy: Use good judgment.
  30. 30. agile marketers make quick, data-driven decisions 4 Image credit: seeminglee
  31. 31. agile marketers run tests every day 5
  32. 32. 6 agile marketers fail fast and learn often
  33. 33. Agile Marketers Win. • Fast, Focused, Prioritized, Predictable • More content, buzz, action, testing, learning, results Build a Modern Marketing Team: http://www.hubspot.com/modern-marketing-team-kit
  34. 34. THANK YOU Ellie Mirman @ellieeille www.EllieMirman.com

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