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Marketing the Agile Way
Applying Scrum Outside of Development




Kirsten Knipp, Director of Product Marketing
@kirstenpetra
The next 45 minutes …

  • What is Scrum / Agile?

  • Why & how does HubSpot apply Agile
    in marketing?

  • Workshop it for your organization!
•   Waterfall … big project .. .issues …
    •   Not flexible
    •       Long Lead Times
        Scope creep
    •   Cannot shift to market
    •   Black box
                          Black Box

                                     Inflexible


3
• RUGBY IMAGE




4
• Question mark


                      What is scrum?

                      Anyone using it?



5
What does Wikipedia say?




    Scrum is an iterative, incremental methodology for project management often seen
    in agile software development, a type of software engineering.

    Although Scrum was intended for management of software development projects, it
    can be used to run software maintenance teams, or as a general project/program
    management approach.
6
Your Scrum Glossary …adapted for marketing …

    Roles
    • Scrum Team: Product Owner, ScrumMaster & Team
    • Product Owner (PO): Responsible for maintaining the
      Backlog by representing the interests of the stakeholders.
    • Scrum Master: The person responsible for the Scrum
      process & implementing properly.
    • Team: A cross-functional group of people responsible for
      managing itself to develop the product.




7
Scrum Glossary cont’d …adapted for marketing …
    Activities & Artifacts
    •   Team Backlog: A prioritized list of high level requirements.
    •   Sprint: A time period (typically 2–4 weeks) in which work occurs on a set of
        backlog items that the Team has committed.
    •   Sprint Backlog: A prioritized list of tasks to be completed during the sprint.
    •   Epic: A large effort split up into multiple related user stories.
    •   User Story: A detailed description of a task with the stakeholders in mind.
    •   Sprint Burn Down: Daily progress chart for a Sprint over the sprint’s
        length.
    •   Impediment/Blocker: Anything that prevents a team member from
        performing work as efficiently as possible.
    •   Planning Poker: The team estimates effort for the stories in the backlog.
        The PO uses estimates to prioritize & forecast stories based on velocity.
    •   Point Scale: Point system, used to describe task difficulty, without assigning
        actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…).
    •   Success Criteria: The exit-criteria to determine if a task is complete.
8
Agile Marketing @HubSpot

                   Marketing Leadership
         Macro Goals: Lead Gen, Conversion & Brand



            TOFU                  MOFU
                                                  Services
                                 Middle of       Marketplace
       Top of the Funnel        the Funnel


      Biweekly / Monthly Sprints – Sync’d with Dev & Sales

9
Why?


        Transparency


        Prioritization


        Predictability

10
Sample Team Home & Backlog: MOFU




11
Sample Monthly Sprint Backlog: MOFU




                          54
                        Stories




12
How we poker …




13
Anatomy of a User Story
                                                                    Measureable results.
                                                                    What defines ‘done’?


                                                           Success                     Points
     Prio                  User Story                                      Owner
                                                           Criteria                   & Status
     1      As a HubSpot Sales Person, I need a way        Prototype       Kirsten    5
            to prioritize my active trials so that I can   trial alert
            connect with prospects most likely to buy.     launched,
            • Define ‘active trial’                        Sales
            • Create HubSpot + SFDC Report                 feedback
            • Publish to Sales-Viewable Dashboard          for S32
            • Create Automated Weekly Email                                How difficult is this
                                                                           task? Velocity &
                   A specific description of a task – from the             points get refined
                   stakeholder perspective. Should start with              over time.
                   “As a _____ (stakeholder), I want to _____
                   (task), so that _____ (desired result).
                   List specific activities, if story becomes too
                   large, consider ways you could break it up.
                   Ensure dependencies are noted.
14
How we standup …




            15 Minutes Daily
               • Yesterday
                 • Today
                • Blockers
            • Cross Pollination




15
How we report out …


                       Monthly Science Fair
                                Sprint Review

                               Sprint Commit

                                 Check it out!




16
MOFU: S30
Stories      Points   MOFU Webinars
Planned       190       •5 Mary Group Demos
Deferred       9        •Managed Ollie Group Demos
Incomplete    10        •Launched 1st Group Trial Call
Bonus         10      Lead Nurturing to Drive Trials
Completed     181     Countdown to 2011 Campaign



3000+ Free Trials!
           Engaging with more
                content
Content Creation! 10 Blogs, 2 Case Studies & More

     10 MOFU Blog Posts with 11,000+ Page Views!
2011 Revenue Goals: How Much Traffic Do You Need to Succeed?
Final Prize! Play to Win an iPod Touch with Marketing Surprises
3 Metrics to Prove to Your Boss That Social Media Marketing is Working
Win Marketing Prizes in @HubSpot's Countdown to 2011
4 Metrics to Measure Your Best Leads
3 Reasons Landing Pages Should be Free
What is a 301 Redirect and Why Should You Care?
4 Ways to Segment Your Best Leads
6 Key Pieces of Lead Intelligence
5 Marketing Graphs to Send Your CMO Every Month




18
Home Page Testing Continues!




19
Local HUGs Alpha Site + 2011 Venue Narrowed




     #1 for HubSpot




         Late September           Mid August
20
What do we get …


                    Transparency


                    Prioritization


                    Predictability

21
How could you apply agile?

     •   Audit a dev scrum team at your company …
     •   Pick one project to define, poker & execute using scrum
     •   Draft a team to go agile for a few months
     •   Get the whole organization using agile

             Workshop It! Cheatsheat provided …
                               • Groups of 3-5
                           • Pick a project or team
                    • Define a user story & success criteria
                  • Discuss how you’d start evaluating points
                          • How would you execute?
                 • What cultural barriers might you encounter?
                     • Could this increase transparency?
                        • Could this help you prioritize?
                      • Could this improve predictability?
22
•   Rugby shot
                            Questions?
     •   Twitter handle    @kirstenpetra
     •   Question mark …
     •   Interacting …




23

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Marketing the Agile Way - Applying Scrum Outside of Develoment

  • 1. Marketing the Agile Way Applying Scrum Outside of Development Kirsten Knipp, Director of Product Marketing @kirstenpetra
  • 2. The next 45 minutes … • What is Scrum / Agile? • Why & how does HubSpot apply Agile in marketing? • Workshop it for your organization!
  • 3. Waterfall … big project .. .issues … • Not flexible • Long Lead Times Scope creep • Cannot shift to market • Black box Black Box Inflexible 3
  • 5. • Question mark What is scrum? Anyone using it? 5
  • 6. What does Wikipedia say? Scrum is an iterative, incremental methodology for project management often seen in agile software development, a type of software engineering. Although Scrum was intended for management of software development projects, it can be used to run software maintenance teams, or as a general project/program management approach. 6
  • 7. Your Scrum Glossary …adapted for marketing … Roles • Scrum Team: Product Owner, ScrumMaster & Team • Product Owner (PO): Responsible for maintaining the Backlog by representing the interests of the stakeholders. • Scrum Master: The person responsible for the Scrum process & implementing properly. • Team: A cross-functional group of people responsible for managing itself to develop the product. 7
  • 8. Scrum Glossary cont’d …adapted for marketing … Activities & Artifacts • Team Backlog: A prioritized list of high level requirements. • Sprint: A time period (typically 2–4 weeks) in which work occurs on a set of backlog items that the Team has committed. • Sprint Backlog: A prioritized list of tasks to be completed during the sprint. • Epic: A large effort split up into multiple related user stories. • User Story: A detailed description of a task with the stakeholders in mind. • Sprint Burn Down: Daily progress chart for a Sprint over the sprint’s length. • Impediment/Blocker: Anything that prevents a team member from performing work as efficiently as possible. • Planning Poker: The team estimates effort for the stories in the backlog. The PO uses estimates to prioritize & forecast stories based on velocity. • Point Scale: Point system, used to describe task difficulty, without assigning actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…). • Success Criteria: The exit-criteria to determine if a task is complete. 8
  • 9. Agile Marketing @HubSpot Marketing Leadership Macro Goals: Lead Gen, Conversion & Brand TOFU MOFU Services Middle of Marketplace Top of the Funnel the Funnel Biweekly / Monthly Sprints – Sync’d with Dev & Sales 9
  • 10. Why? Transparency Prioritization Predictability 10
  • 11. Sample Team Home & Backlog: MOFU 11
  • 12. Sample Monthly Sprint Backlog: MOFU 54 Stories 12
  • 13. How we poker … 13
  • 14. Anatomy of a User Story Measureable results. What defines ‘done’? Success Points Prio User Story Owner Criteria & Status 1 As a HubSpot Sales Person, I need a way Prototype Kirsten 5 to prioritize my active trials so that I can trial alert connect with prospects most likely to buy. launched, • Define ‘active trial’ Sales • Create HubSpot + SFDC Report feedback • Publish to Sales-Viewable Dashboard for S32 • Create Automated Weekly Email How difficult is this task? Velocity & A specific description of a task – from the points get refined stakeholder perspective. Should start with over time. “As a _____ (stakeholder), I want to _____ (task), so that _____ (desired result). List specific activities, if story becomes too large, consider ways you could break it up. Ensure dependencies are noted. 14
  • 15. How we standup … 15 Minutes Daily • Yesterday • Today • Blockers • Cross Pollination 15
  • 16. How we report out … Monthly Science Fair Sprint Review Sprint Commit Check it out! 16
  • 17. MOFU: S30 Stories Points MOFU Webinars Planned 190 •5 Mary Group Demos Deferred 9 •Managed Ollie Group Demos Incomplete 10 •Launched 1st Group Trial Call Bonus 10 Lead Nurturing to Drive Trials Completed 181 Countdown to 2011 Campaign 3000+ Free Trials! Engaging with more content
  • 18. Content Creation! 10 Blogs, 2 Case Studies & More 10 MOFU Blog Posts with 11,000+ Page Views! 2011 Revenue Goals: How Much Traffic Do You Need to Succeed? Final Prize! Play to Win an iPod Touch with Marketing Surprises 3 Metrics to Prove to Your Boss That Social Media Marketing is Working Win Marketing Prizes in @HubSpot's Countdown to 2011 4 Metrics to Measure Your Best Leads 3 Reasons Landing Pages Should be Free What is a 301 Redirect and Why Should You Care? 4 Ways to Segment Your Best Leads 6 Key Pieces of Lead Intelligence 5 Marketing Graphs to Send Your CMO Every Month 18
  • 19. Home Page Testing Continues! 19
  • 20. Local HUGs Alpha Site + 2011 Venue Narrowed #1 for HubSpot Late September Mid August 20
  • 21. What do we get … Transparency Prioritization Predictability 21
  • 22. How could you apply agile? • Audit a dev scrum team at your company … • Pick one project to define, poker & execute using scrum • Draft a team to go agile for a few months • Get the whole organization using agile Workshop It! Cheatsheat provided … • Groups of 3-5 • Pick a project or team • Define a user story & success criteria • Discuss how you’d start evaluating points • How would you execute? • What cultural barriers might you encounter? • Could this increase transparency? • Could this help you prioritize? • Could this improve predictability? 22
  • 23. Rugby shot Questions? • Twitter handle @kirstenpetra • Question mark … • Interacting … 23