Discover the real-life application of how to leverage Agile to create marketing plans, successfully execute on those plans, analyze early results, and pivot to meet the demands of the marketplace. This is an interactive and collaborative session that will combine lecture, marketing mapping, and Q&A to help your organization succeed with a comprehensive and agile marketing strategy. You’ll learn: How a marketing plan can be developed using the Agile framework How results can be gathered and analyzed for effectiveness How to modify the marketing plan to incorporate feedback without losing the strategic vision How Agile can be leveraged and applied in any organization for marketing success LEAD MENTOR: KRISTIN RUNYAN SVP Operations, PayLease,

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Kristin Runyan
Plan, Analyze & Pivot

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About Kristin

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PLAN

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1. Research
2. Collaborate
3. Score
4. Decide
5. Communicate
Plan

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• Do as much external research as
possible
• The Marketplace
• Your Competition
• Existing Clients
• Likely Prospects
1. Research
Create a backlog

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• Meet with team members and
internal clients about priorities and
business drivers
• Sales is a customer!
• Marketplace Opportunity must meet
business capabilities
2. Collaborate
Groom the backlog

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• Take all of the inputs – internal and
external
• Balance them against cost / level of
effort
• Create a score to aid in prioritization
3. Score
Prioritize the backlog

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• Commit to what you can reasonably
and effectively accomplish
• Align budget and resources
accordingly
4. Decide
Commit to the backlog

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• Tell everyone!
• Make sure the Marketing team knows:
• What you are doing?
• What is the priority?
• What is the timeline?
• WHY?
• Make sure all other stakeholders are
aware too – especially Sales.
5. Communicate
Communicate the
backlog

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ANALYZE

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• What do you know?
• What do you think?
• Can you find out for sure?
• Data tells the quantitative story…
• Who tells the most relevant qualitative
story?
Analyze

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Look at the results
• Are you meeting goals?
• Where are the bottlenecks?
• Where are results less than expected?
• Where are results better?
What do you know?

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What do you think?

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• Back-up thoughts with data where
possible
• LEARN!
• Do not stick to your original
hypothesis if signs point elsewhere
What do you think?

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• Here, qualitative matters too….
What do you think?

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PIVOT

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• Who is good at Pivoting?
• Sailboat Captains
• Airplane Pilots
• Basketball Players
• US??
Pivot

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Example 1
Example 1

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• Direct Mail is seldom used
• We have a good partnership with lots
of name recognition
• Beautifully designed piece, attention
grabbing, clear call to action
Print Campaign

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• Sent a list with 9,000 names
• Whittled it down to 3,000 of the
most viable
• Sent a Direct Mail piece costing $3/
each
• Email follow-up
Print Campaign

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• Do a pilot first!
• Send out 1,000 direct mail pieces
• Reduced Costs
• Gave us time to analyze
responsiveness
Critical Decision

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Surprising Result
• Email worked better!
• Far greater response even on follow-up
email to direct mail
• Proceeded with email only to larger
group
• Better Response + Less Cost = Win, Win

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Example 2
Example 2

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Prospect Correspondence

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• Results better with text email
• Equally important….
• Sales liked it better
Analyze

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Example 3

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Product Evolution
Utility Expense
Management
Resident Billing Payments

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Product Evolution
Analyze Bill Collect

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Product Evolution
Analyze Bill Collect

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Product Evolution
Analyze Bill Connect

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Good stuff too!

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What about you?
How can Agile help?
What about you?

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QUESTIONS?
Thank You