Develop marketing staff who think
like “product owners” more than marketing managers. A “product” might be anything that customers interact with — for instance, a website. — Interview with Ray Valez CTO of Razorfish Author of Converge http://chiefmartec.com/2013/09/front-row-merging-marketing-technology/
“I feel more like a
CIO than a CMO! I have marketing automation, CRM, listening platforms—I’m up to my eyeballs in technology.”
Migration from old to new
Large market Cloud Computing Migration from IT to SaaS Trackable Medium Measurable ROI Disruptive Innovation Opportunity for new players Software Economics Low cost, high margin Relatively easy to sell Low barriers to entry New Ventures Marketing Spend
This is your task board.
Sprint Planning To Do 1 2 3 4 5 6 7 8 9 10 11 1 4 2 In Progress 5 3 The team takes a set of tasks—in order—that they will commit to completing in this sprint. Done
Sprint During the sprint, team
members take on tasks in order of priority. Work “in progress” is easy to see. Kanban limits work in progress. To Do In Progress Done
Sprint 1 day Every day,
the team meets for a 15-minute stand-up. Each person on the team answers three questions: Daily Stand-up 1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments holding me back?
Sprint Review To Do In
Progress Done At the end of the sprint, the team conducts a review of the work completed. This is a good time to demo and report on progress to management. Often inspires new tasks to be added to the backlog.
Sprint Retrospective The team also
does a retrospective meeting — not about the work, but about the process and their interactions: What went well? What could have been better? What should we try next time?
Agile marketing isn’t about working
faster. One Long Cycle vs. Multiple Short Cycles It’s working in a more incremental and iterative fashion — to have more flexibility to adapt to feedback and changes.