This document discusses using Kanban systems and Lean principles for marketing teams. It notes that traditional Waterfall methods do not work as well for marketing given the unpredictable nature of the work. Kanban offers visual policies and feedback loops to improve communication, experience, and metrics tracking. Examples are given of Kanban boards for marketing workflows like content, email, and design projects. The document advocates that Lean and Agile can be applied beyond just digital projects, and teams should commit to measuring customer-focused KPIs to prove the value of these approaches.

1. Monica Georgieff
Kanbanize
Head of a powerhouse inbound marketing team
Trying to make the most of creative chaos
Lover of Lean
@MonGeorgieff

2. Results-oriented does not mean
you should be process-blind.

3. “Criminal organizations are faster
because they don’t tolerate
inefficiency.”

4. + minimum wasted time
+ minimum resources
+ maximum quality
+ explicit policies
MAXIMUM EFFICIENCY

5. Manufacturing
Information
Technology

6. The tools.

8. Marketing is still stuck doing Waterfall.

9. “Their traditional methods don’t work so well
anymore, the approach they are used to using is
Waterfall which requires that you are working in a
context where you can reliably predict the future
but marketers are increasingly working in
environments where they can’t predict the future.”
Roland Smart
VP Marketing & Community @Oracle

10. Marketers
Leaders overseeing the
Customer Experience in the
company
If marketers want to grow and own the
customer experience during the life
cycle...

11. Kanban (n.)
a visual Japanese system in which any
process is mapped and regulated through
the use of cards representing the state of
work items on a board

12. Marketing Problems Kanban Solutions
● lack of communication
● lack of experienced staff
● lack of reporting
● lack of budget
● Unpredictable to
stakeholders
● Policies on a visual platform
● Commitment to improvement
● Feedback loops
● Tracking metrics of the workflow
● Flow-based

16. Expedite
Projects
Maintenance
Backlog
In Progress Internal Review External
Review
Complete Archive
SEO and CONTENT Kanban Board
On Deck Ready
Work

17. Expedite
Campaigns
Maintenance
Project Adhoc
Backlog
In Progress
In Progress Internal Review Preview at Agency Preview at Clients Approved to Send Verify
Metrics
Complete
Archive
EMAIL MARKETING Kanban Board
On Deck Ready
Work

18. Expedite
Design: Project Adhoc
Contractor
Sales and Marketing Support
Backlog
In Progress/In Revision
Production Internal Review 1st Client Review 2nd+ Client
Review
Complete
Archive
On
Deck
DESIGN Kanban Board
Content: Project Adhoc
Ready
Work

19. Lean & Agile are not just for
digital projects.

20. Prove it works by measuring the
right KPIs.
Your customer’s KPIs.

21. Make sure your team and (to an extent)
customers commit to pursuing the goals
of Lean.

22. Three Deep Marketing
is a digital agency in Minnesota.

24. Write to me: monica@kanbanize.com