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INBOUND15
Creating an Agile, Data-
Driven Marketing Team
Ellie Mirman
VP Marketing, Toast
1.Measuring & Analyzing Marketing
2.Communicating & Presenting with Data
3.Operating an Agile Marketing Team
4.Managing an Agile, Data-Driven Marketing Team
AGENDA
INBOUND15
1 MEASURING & ANALYZING
MARKETING
INBOUND15
“YOU CAN’T MANAGE WHAT
YOU DON’T MEASURE.”
INBOUND15
DATA IS A TOOL
INBOUND15
Align with Key Goals
Align Marketing with one
of the company’s main
goals: building the
product or selling it.
INBOUND15
Work Backwards
Use historic conversion
rates to back into
marketing goals.
Goal: 100 new customers
50% average opportunity close rate
= 200 opportunities
40% average lead conversion rate
= 500 new leads
INBOUND15
Set SMART Goals
Specific
Measurable
Attainable
Realistic
Timeframe
INBOUND15
Keep it Simple
Choose simple and clear
metrics. There should be a
direct path from your goal to
the company’s.
INBOUND15
1. DID WE HIT OUR GOALS?
2. WHY OR WHY NOT?
TWO KINDS OF ANALYSIS
INBOUND15
DID WE HIT OUR GOALS?
INBOUND15
WHY OR WHY NOT?
INBOUND15
FOCUS ON THE QUESTION
Which channels should we invest in?
Which programs should we cut?
What can we learn from the most effective programs to apply to others?
INBOUND15
ACTIVE VS. PASSIVE ANALYSIS
VS.
INBOUND15
TOOLS & DATA HYGIENE
only matter as far as they help you
get an answer to your question.
FOCUS ON TRENDS
INBOUND15
2 COMMUNICATING &
PRESENTING WITH DATA
INBOUND15
DATA IS A UNVERSAL LANGUAGE
INBOUND15
USE DATA TO FOCUS & PRIORITIZE
INBOUND15
7THINGS MARKETERS
DO WRONG WHEN
COMMUNICATING
RESULTS TO THEIR CEO
INBOUND15
#1
NOT SHOWING METRICS
INBOUND15
#2
GETTING INTO THE
WEEDS
INBOUND15
#3
NOT DRAWING
CONCLUSIONS
INBOUND15
#4
NOT FOCUSING ON THE
RIGHT METRICS
INBOUND15
#5
SHOWING TOO MUCH
INBOUND15
#6
NOT ANTICIPATING
QUESTIONS
INBOUND15
#7
TAKING TOO LONG TO
GET TO THE POINT
INBOUND15
4VISUAL PRESENTATION TIPS
FOR COMMUNICATING
WITH DATA
INBOUND15
#1
NO MORE PIE CHARTS
SOURCE: CHANDOO.ORG
INBOUND15
#2
CUT OUT THE
DISTRACTIONS
0
20
40
60
80
100
120
140
160
180
Month 1 Month 2 Month 3 Month 4 Month 5
EXAMPLE CHART
INBOUND15
#3
HIGHLIGHT YOUR POINT
0
100
200
300
400
Month 1 Month 2 Month 3 Month 4 Month 5
LEADS BY CHANNEL
ORGANIC SEARCH EMAIL MARKETING PAID MEDIA
SPIKE IN LEADS
DUE TO LARGE PAID
MEDIA CAMPAIGN
INBOUND15
#4
USE EXPECTED
STANDARDS
0 100 200 300 400 500 600
Channel 5
Channel 4
Channel 3
Channel 2
Channel 1
Leads by Channel This Quarter
INBOUND15
#4
USE EXPECTED
STANDARDS
0
50
100
150
200
Month 1 Month 2 Month 3 Month 4 Month 5
Leads by Month
INBOUND15
#4
USE EXPECTED
STANDARDS
0%
10%
20%
30%
0
50
100
150
200
Month 1 Month 2 Month 3 Month 4 Month 5
Leads by Month with Conversion Rate
Leads Conversion Rate
INBOUND15
3 OPERATING AN AGILE
MARKETING TEAM
#INBOUND15
AGILE adj.
quick and well-coordinated
movement
INBOUND15
SCRUM PROCESS
Backlog
Sprint
Workable
Increment
INBOUND15
SCRUM TEAM
PRODUCT OWNER
Responsible for maintaining
the backlog and representing
the interests of various
stakeholders.
TEAM
A cross-functional group of
people responsible for managing
itself to develop the product.
SCRUM MASTER
Tasked with keeping the team
on track to reach its sprint
goals, removing blockers and
helping with coordination.
INBOUND15
BACKLOG
Prioritized list
of upcoming
projects
INBOUND15
USER STORY
PRIORITY USER STORY SUCCESS CRITERIA OWNER POINTS
List stories
in order of
priority (1,
2, 3, etc.).
A specific description of the task,
written in the form of the benefit
to the stakeholder. e.g. “As a ___
(stakeholder), I want to ___
(task), so that I can ___ (desired
result).”
• List out the details ahead of
time,
• Thinking through each step
necessary
Note the measurable
result, so that you know
when the story is
officially completed.
Name the
people on
the
project.
Points
are a
measure
of the
project
difficulty.
INBOUND15
PLANNING POKER
0 ½ 1 2 3
5 8 13 20 40
INBOUND15
PUBLIC COMMITMENT
INBOUND15
DAILY STANDUP
INBOUND15
SPRINT REPORTING
INBOUND15
SPRINT REVIEW
 Execution vs. Commitment
 Wins
 Losses
 Lessons
INBOUND15
4KEY ADVANTAGES OF
AGILE MARKETING
#INBOUND15
MOVE FAST
INBOUND15
STAY FOCUSED
INBOUND15
PRIORITIZE CLEARLY
INBOUND15
PREDICT RESULTS
INBOUND15
3KEY DISADVANTAGES
OF THE AGILE METHOD
INBOUND15
OVERHEAD
Cut down on it. Meetings,
planning, reporting.
Consider the impact of
sprint cycle length, too.
INBOUND15
SHORT-TERM
Having trouble combining
agile and large-scale
projects? Break them down
into small chunks.
INBOUND15
CULTURE SHOCK
Team not used to agile?
Introduce it slowly – first
sprint commitment, then
planning poker, etc.
INBOUND15
6KEY STEPS TO ADAPT AGILE
FOR MARKETING TEAMS
INBOUND15
SPRINT CYCLE
Choose a sprint cycle tied to
company cycles (e.g. sales
quotas, product
development sprints).
INBOUND15
LIGHT GROOMING
Things change too quickly to
have a fully flushed out
backlog. But light grooming will
allow you move faster when
you’re ready to take on new
projects.
INBOUND15
EXTRA REPORTING
Skip the pieces that don’t
resonate with your team
– points, burndown, etc.
INBOUND15
RETROSPECTIVE
Keep the end-of-sprint
review, with the
opportunity for everyone
to self-evaluate.
INBOUND15
SIMPLE TOOLS
You don’t need fancy
tools to implement agile
– try Google Docs, Trello,
or Asana.
INBOUND15
SPECIALIZATION
While cross-training allows
anyone to take on top
projects, it’s helpful to have
different specialties
represented on the team.
INBOUND15
4 MANAGING AN AGILE,
DATA-DRIVEN TEAM
INBOUND15
HIRING
SCREENING RESUMES:
 Results
 Growth
 Initiative & Leadership
 Commitment & Resilience
INBOUND15
HIRING
INTERVIEW TIPS:
 Past examples
 Thought process
 Open-ended questions
INBOUND15
“How did you measure success in your last role?”
“Tell me about something you weren’t good at when you started your role
and how you improved.”
“Tell me about a time you didn’t hit a goal and what you did about it.”
Example Interview Questions
INBOUND15
TRAINING
EMPLOYEE TRAINING:
 Data Analysis
 Presentation Skills
 Professional Development
INBOUND15
Team Culture: Reviewing Metrics
INBOUND15
Team Culture: Planning
INBOUND15
Team Culture: Goals and Purpose
INBOUND15
1. SET SMART GOALS BASED ON COMPANY PRIORITIES
2. ANALYSIS, TOO, SHOULD HAVE A PURPOSE
3. USE DATA TO COMMUNICATE CLEARLY ACROSS THE COMPANY
4. SIMPLE DATA, SIMPLE PRESENTATIONS WIN
5. AGILE MARKETING HELPS YOU MOVE FAST & STAY FOCUSED
6. ADAPT THE AGILE METHODOLOGY TO KEEP WHAT HELPS YOU
7. HIRE FOR AND REINFORCE THE AGILE, DATA-DRIVEN APPROACH
LET’S RECAP
INBOUND15
THANK YOU
ELLIE MIRMAN | @ELLIEEILLE
ELLIEMIRMAN.COM/INBOUND15

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