1. @RTMike #EE13
The Modern Marketer Can Be Agile Too
Mike McKinnon
Director of Marketing Operations
ReadyTalk
2. @RTMike #EE13
About Me
• Mike McKinnon
• Director of Marketing Operations
• RTMike
• mike.mckinnon@readytalk.com
• MAP for 5 years and Eloqua for 3
• I climb rocks, big ones!
3. @RTMike #EE13
About My Company
• Audio and web conferencing
• Founded in 2001
• Competitors: Webex, GoToMeeting, Adobe, ON24
• Collaboration and Webinars
• Eloqua Cloud Connectors
4. @RTMike #EE13
ReadyTalk Marketing
• 8 Full time marketers
– 3 Demand Generation (inbound and outbound)
– 1 PR/Communications
– 1 Marketing Operations
– 1 Product Launch Specialist
– 1 Director
– 1 Partner Marketing
5. @RTMike #EE13
Today’s Takeaways
• What the Agile methodology is
• How ReadyTalk adapted it to their marketing department
• How you can adopt this methodology in your organization
6. @RTMike #EE13
Agile Background
• Based on incremental and iterative development traced
back to late 1950s
• Modern agile development began in 1990s
• 2001 Manifesto for Agile Software Development was
published
7. @RTMike #EE13
What is Agile
• Teamwork, collaboration and flexibility
• Breaks projects down to small tasks
• Focus on continuous improvement and
efficiency
• Responding to change over following a plan
Does Colleen have some nice slides on this, pics, videos?
We were working in silos. Not much visibility into what the other was doing. This led to people doing the same thing, things falling through the gaps and not understanding where your work fell into the larger scheme.
People were so focused on their area of expertise they often got lost in the forest. They just kept doing their own work without ever stopping to see how it relates to the large strategy and overall objectives.
Often deadlines were brought up at the last second as an employee realizes they cannot handle the entire assignment themselves. Or a project hinge on another person doing a small part but that person was not aware they were being a bottleneck. This resulted in a mad scramble the day before with everyone dropping everything to meet the deadline.
Letting one employee make the decision to let one project slip over another was not fair to the team or that person. Also, allowing upper management to see the impact their “last minute requests” had upon the team’s priorities helped us manage them without emotion.
