@VirtualCMO                   AGILE	  	               or	  GO	  Home	  Introducing Marketing The Agile Way
CMO & Strategic Digital/Mobile/Social/Technology Marketing and Product LeaderAbout.me:http://about.me/shanelennone: shane@...
Credits where rightfully dueChris Walker (Head of Marketing at the American Kennel Club) & Founder ofBelfast Boys who was ...
Content •  Definition •  Benefits                 TABLE OF CONTENTS •  Methodology •  Roles •  Key Terms •  The Funnel and...
Definition AG•ILE                   - adjective Quick and well-coordinated in movement; lithe.                            ...
BenefitsUnlike traditional 3-6-12-24 month marketing planning &execution cycles. Agile Marketing allows teams to adapt to ...
MethodologyIterative, incremental and delivery based methodology for projectmanagement often seen in agile software develo...
Key TermsPRODUCT OWNER Responsible for maintaining the “Backlog” by representing the(PO) …………………. interests of the stakeho...
Key TermsTEAM (can = 1) A Prioritized list of high level requirementsBACKLOG ………….                     A prioritized list ...
The Funnel & Marketing                                           BRAND & BUZZ                                      Generat...
Agile Framework and Team Structure                                           MARKETING BOARD (CMO+)                       ...
A scrum          @VirtualCMO
The Scrum Board              BRAND & BUZZ           TOFU                         MOFU                 BOFU               M...
User Stories: sample                                                                                            How diffic...
User Stories: sample                                                                                                      ...
The Agile Marketing – e.g. “agreed to” key check-in points  •  A sprint is 2 weeks (10 working days)  •  “The Backlog” is ...
Stand UpEach team meets for 15 minutes dailyLiterally standing up                                       •    YESTERDAY    ...
ReportingEvery 2 weeks at the Poker Meeting, teams conduct Sprint Reviews,then share what they accomplished in the last sp...
Sprint Report e.g. for a team (person)Achievements:                                                    Unable to complete:...
@VirtualCMO
Appendix•  A Funnel Example                      @VirtualCMO
A Funnel exampleWhat?Awareness >Interest >Intent >Buy >                           @VirtualCMO
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@Virtual CMO Agile simple Marketing Framework March 2013

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A simple, easy and concise framework with working examples on setting up an Agile approach for marketing and marketing team deliverables. Teams love it (gives them sense of real ownership and makes it easier to manage and multi-task), heads of marketing find it very easy to manage (or rather it requires minimal management) and others in the organization love the results they see from an Agile approach - win win for all. It was crafted with start ups and hyper growth digital/tech companies in mind, but it has been used in larger marketing organizations, and may provide a competitive edge for those who can adapt it to their teams.

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  • This is a simple, easy and concise framework with working examples on setting up an Agile approach for marketing and marketing team deliverables. Teams love it (gives them sense of real ownership and makes it easier to manage and multi-task), heads of marketing find it very easy to manage (or rather it requires minimal management) and others in the organization love the results they see from an Agile approach - win win for all. It was crafted with start ups and hyper growth digital/tech companies in mind, but it has been used in larger marketing organizations, and may become a competitive edge for those who can adapt it to their teams.
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@Virtual CMO Agile simple Marketing Framework March 2013

  1. 1. @VirtualCMO AGILE     or  GO  Home  Introducing Marketing The Agile Way
  2. 2. CMO & Strategic Digital/Mobile/Social/Technology Marketing and Product LeaderAbout.me:http://about.me/shanelennone: shane@atVirtualCMO.comTwitter: @VirtualCMOand https://www.rebelmouse.com/CMO/Linkedin:http://www.linkedin.com/in/shanelennonBlog (tumblr), Google+, Pinterest, Vizualize.me& there are lots more I’ve tried …Enter to Win CMO Consultationor Scan the QR code to the right(to get QR Scan App for your phone text Buzz to 63566) @VirtualCMO
  3. 3. Credits where rightfully dueChris Walker (Head of Marketing at the American Kennel Club) & Founder ofBelfast Boys who was co-creator and guinea pig, or some of his teams were JMike Volpe (CMO) and the team @ Hubspot who provided the base version andmore importantly the foresight to drive a form of Agile into Marketing BestPracticesAnd some of the other teams who helped Chris and I create our version of AgileMarketing, but unnamed for confidentiality reasonsIf you want a copy of the source PPT please email me atshane@atVirtualCMO.com for a copy! @VirtualCMO
  4. 4. Content •  Definition •  Benefits TABLE OF CONTENTS •  Methodology •  Roles •  Key Terms •  The Funnel and Marketing •  Agile Framework and Team •  Scrum Board •  User Stories •  Stand Up •  ReportingLet’s Try @VirtualCMO
  5. 5. Definition AG•ILE - adjective Quick and well-coordinated in movement; lithe. @VirtualCMO
  6. 6. BenefitsUnlike traditional 3-6-12-24 month marketing planning &execution cycles. Agile Marketing allows teams to adapt to fast-changing market dynamics, respond to revenue/acquisitionneeds, prove ROI quickly and consistently. T H E A G I L E WAY FAST FOCUSED PRIORITIZED PREDICTABLE14-28 day Sprints Each User Story has Transparency makes Daily “standup” help toallow us to adapt clear distinct metric/s prioritization productive, identify blockers &easily to changing rational and focused remove surprisesconditions conversation vs. tug of war, effectively & efficiently on resources & deliverables @VirtualCMO
  7. 7. MethodologyIterative, incremental and delivery based methodology for projectmanagement often seen in agile software development. Constantprogress in manageable chunks of time, resources and work outputs. SCRUM e.g. Product Backlog Sprint Backlog Sprint Working Increment Original Agile Software Methodology: http://en.wikipedia.org/wiki/Agile_software_development @VirtualCMO
  8. 8. Key TermsPRODUCT OWNER Responsible for maintaining the “Backlog” by representing the(PO) …………………. interests of the stakeholders Defined period of time in which team (can = 1) commits toSPRINT …………….. complete certain work outputEPIC ………………… A large effort split into multiple related storiesTASK/USER STORY A detailed description of a task with the ‘stakeholders’ in mind(PRIO)..STORY TIME ………. Estimated level of effort a chunk of work will take (incl. difficulty/complexity) – day/% of day & +, ++ or +++ e.g. 0.8 +SPRINTCOMMITMENT ……. Meeting where teams/owners commit to their stories for the coming sprintSPRINT REVIEW …. Meeting where teams/owners review accomplishments & lessons learned from the previous sprintSTANDUP ………….. Daily standing (yes literally) meeting where teams/owners share what they worked on day before, plans for today, & key – any “blocking” items hindering progress @VirtualCMO
  9. 9. Key TermsTEAM (can = 1) A Prioritized list of high level requirementsBACKLOG …………. A prioritized list of “tasks” to be completed during the sprintSPRINT BACKLOG .. Daily progress chart for a “sprint” over the sprint’s lengthSPRINT BURNDOWN ……………… The team estimates the effort for the “stories” in the backlog.PLANNING POKER . PO uses estimates to prioritize & forecast “stories” based on velocityBLOCKER / Anything preventing a team from performing work asIMPEDIMENT ……… effectively as possibleSUCCESS Exit-criteria to determine if a task is completeCRITERIA ………….. Awarding of Gold, Silver, Bronze & wooden spoonBUZZ MEDALS ……. for “sprint” and “user story” achievement/s @VirtualCMO
  10. 10. The Funnel & Marketing BRAND & BUZZ Generates Brand AwarenessTOFU(Top of the Funnel)Builds General Awareness toAttract Visitors / LeadsMOFU MARKETeeRiING(Middle of the Funnel) (Marketing + Other Teams)Turns visitors into leads, BUILDS & IMPLEMENTS STUFFNurtures leads & UpSell [TOOLS, APPS, ETC.] TO SUPPORT MARKETING &BOFU REVENUE GOALS(Bottom of the Funnel)Turns leads into MQLDeepens Product AwarenessBuild Sales Support ToolsSALESConverts MQL / LeadsInto Customers Instead of structuring our marketing team by “function” The Company organizes efforts/resources to reflect the marketing and sales funnel. @VirtualCMO
  11. 11. Agile Framework and Team Structure MARKETING BOARD (CMO+) Hires, manages, develops marketing team; sets strategic goals/KPIs and allocates budget BRAND & BUZZ TOFU MOFU BOFU MARKETeeRiING Objective: Objective: Objective: Objective: Objective: Generate brand Attracts Visitors & Nurtures leads & Turns Leads into Makes stuff awareness leads UpSell MQL. T E A M A S S E T SHigher •PR - WOM •Content •Email Campaigns •Product content •Tools & appsFunction: •Brand •Social Media •Landing Pages •Case Study/Refs •… •Blog •Partner Marketing •Webinars •Sales training … •Events & Conf •Adv … •Customer events •Website •Website … •Non Customer •Social Media … relations T E A M M E T R I C SHigher •Direct & branded •Visitors •Leads •Product Awareness •Traffic/downloads/Function: traffic •Subscribers •Conversion Rates •Lead to MQL % users of tools & •Coverage •Downloads •Lead quality - MQL to close% apps •Reach •Leads •Product buzz •Marketing productivity @VirtualCMO
  12. 12. A scrum @VirtualCMO
  13. 13. The Scrum Board BRAND & BUZZ TOFU MOFU BOFU MARKETeeRING Objective: Objective: Objective: Objective: Objective: Generate brand Attracts Visitors & Nurtures leads & Turns Leads into Makes stuff awareness leads UpSell MQL. T E A M A S S E T SHigher •PR - WOM •Content •Email Campaigns •Product content •Tools & appsFunction: •Brand •Social Media •Landing Pages •Case Study/Refs •… •Blog •Partner Marketing •Webinars •Sales training •Events & Conf •Adv •Customer events •Website •Website •Non Customer •Social Media relations WIP NOT STARTEDList of • PRIO 25 • PRIO 1 •PRIO 2 •PRIO 3 • PRIO 9User Stories& Tasks NotStarted: Color for W I P each person / team:User Stories •PRIO 10 •PRIO 15 • PRIO 4 • PRIO 7 • PRIO 21& Tasks In PRIO 17 • RPIO 5 • PRIO 8 • PRIO 22Progress: • PRIO 6 • PRIO 12 C O M P L E T E D BlockerUser Stories • PRIO 20 • PRIO 18 • PRIO 13 • PRIO 11 • PRIO 23 List& Tasks • PRIO … • PRIO 12Competed: • PRIO … • PRIO 14 @VirtualCMO
  14. 14. User Stories: sample How difficult is this task? Story time & velocity get Measurable results. But CMO is not refined over time allowed to be a scrum What % is status completed What defines “completed?” owner so need to bring in “Designer” as owner PRIO USER STORY SUCCESS OWNER POINTSPRIO USER STORY SUCCESS CRITERIA CRITERIA TEAM STATUS & STORY OWNER TIME & STATUS1 As a CMO, I (we) need a logo that Short term: CMO 3.25 + represents the “brand” conveying the 1.  3 concepts to review pillars, easily represents who we are 2.  New logo 5% that is flexible across all uses online & offline A specific description of a task – from the stakeholder perspective Should start with “As a …………… (stakeholder), I want to ……………. (task), so that ……….. (desired result).” List specific activities, if story becomes too large, then consider ways you could break it up. Ensure dependencies are noted. @VirtualCMO
  15. 15. User Stories: sample How difficult is this task? Story time & velocity get Measurable results. refined over time What defines “completed?” What % is status completed PRIO USER STORY SUCCESS OWNER POINTSPRIO USER STORY SUCCESS CRITERIA CRITERIA TEAM STATUS & STORY OWNER TIME & STATUS1 As a marketing manager, I need a Short term: Jean 2.8 + better way to broaden our reach on 1.  Increase # twitter followers social media so that more brand/ 2.  Post 75% of core vertically 25% marketing people visit our website related content A specific description of a task – from the stakeholder perspective Should start with “As a …………… (stakeholder), I want to ……………. (task), so that ……….. (desired result).” List specific activities, if story becomes too large, then consider ways you could break it up. Ensure dependencies are noted. @VirtualCMO
  16. 16. The Agile Marketing – e.g. “agreed to” key check-in points •  A sprint is 2 weeks (10 working days) •  “The Backlog” is the full list of activities This sits on the Scrum Wall – anyone can add to it at anytime •  “Sprint Backlog” is the list that of activities agreed with mgt. that goes into a “sprint” Ondine volunteered to manage the sprint list Key Meetings: •  Poker Meeting every 2 weeks: (mgt & team) •  Review the last spring – each owner presents see e.g. •  Vote the Medals (& Wooden Spoon) •  Negotiate what goes into next “sprint” •  Daily Stand Up (every day! – just team!) •  15 minutes at the Scrum Wall •  Quick status: PRIO yesterday, today & blockers •  1 team member collates daily “blocker” list – review with mgt or relevant person to fix blocker @VirtualCMO
  17. 17. Stand UpEach team meets for 15 minutes dailyLiterally standing up •  YESTERDAY •  TODAY •  BLOCKERS •  CROSS POLLINATION @VirtualCMO
  18. 18. ReportingEvery 2 weeks at the Poker Meeting, teams conduct Sprint Reviews,then share what they accomplished in the last sprint and what they’recommitting to for the next sprint at a company-wide “All Hands Mini”.Oh and vote the medals @VirtualCMO
  19. 19. Sprint Report e.g. for a team (person)Achievements: Unable to complete: •  Marketing ROI analysis •  Signed contract for event hotel and décor •  Demo presentation - draft complete •  Update latest version of Word Press •  Sports Event Program •  New Customer Use Case for ABC Inc. Brand •  Kit compiled •  Lead to MQL to win/loss •  Entertainment talent finalized Blockers •  Reg page template •  Hotel contact out for 3 days •  Set Up Partner User Accounts •  Dev not available for week 1 •  Trained 2 rep users •  Website Social Plug-in bug (5 days delay) •  Q4 MQL & Deal win/loss •  Survey Tool Agreement signed late (3 day delay) •  Updated competitive landscape matrix •  Client reference webinars •  CSR confirmed/planning underway •  ABC Inc. proposal made •  New B2B Daily User Survey •  Survey drafted •  First test group of 5 completed •  Updated all Social Media Profiles to align to updated Branding @VirtualCMO
  20. 20. @VirtualCMO
  21. 21. Appendix•  A Funnel Example @VirtualCMO
  22. 22. A Funnel exampleWhat?Awareness >Interest >Intent >Buy > @VirtualCMO

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