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Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
Scrum-inspired Marketing
Execution with OpenView Labs
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
Scrum is part of who we are as a firm.	

	

	

 	

 It’s a project management framework/ 	

 	

	

 methodology that helps us all:	

	

•  Stay focused on what’s most important	

•  Create visibility 	

•  Increase collaboration	

•  Get the job done faster	

	

Jeff Sutherland	

Co-creator of Scrum	

OpenView Senior Advisor
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
Believe it or not, at OpenView, we ONLY have 2 Marketers
focused solely on OpenView Marketing efforts
A snapshot of SOME of our typical quarterly output: 	

	

•  2 major ebooks	

•  5+ reports and case studies	

•  Over a dozen webinars/podcasts	

•  Release over 20 new videos	

•  Put out over 100 new blog posts	

•  Send out a weekly newsletter to over 35,000 people 	

• 	

 to which we add 4k subscribers to quarterly	

	

	

Don’t believe us? Check out:	

www.openviewlabs.com	

www.openviewpartners.com.
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
And everyone on our marketing team usually leaves around 5:30pm. 	

This would not be possible without Scrum.
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved


But implementing Scrum is not easy. 

It requires discipline
It feels unnatural at first
It’s easy to fall back into bad habits


…And, the other teams within your
organization need to be bought in to a
certain extent. 
OpenView’s Scott Maxwell wholeheartedly believes in Scrum, that has made all the difference.
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
It works so well for us, we encourage marketers within
our companies to use it as well. 	

Free training with Jeff Sutherland is offered exclusively to our investments.	

	

3 Common pains our portfolio companies’ marketing team’s feel:	

	

1. Strained due to limited resources – working 60+
hours a week	

2. Too many small projects going on at once that seem
to be dragging on forever.	

And….
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
“I need more sales
enablement tools! PS.
The MQLs you are
sending me really
aren’t MQLS!”	

-VP of Sales	

“I need you to work on the
board presentation and have
it done by Friday.”	

-CEO	

“Lets meet to talk about
how you can help with
onboarding?”
-VP of HR	

“Can you review my
materials and make sure
they are consistent with the
brand messaging?”	

VP of Product Marketing	

3. Demands from other teams, taking away from
original and most important marketing goals 	

VP of Marketing	

Look familiar?
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
1. It begins with developing “SMART” goals for an
interval of time.
Sample Smart Goals our Portfolio companies might have for Q3:	

	

•  Increase website traffic by 10% month over month	

•  Increase web conversions by 100% by end of quarter	

•  Host 3 successful events with minimum 100 attendees per event	

•  Generate 50 MQLs from webinars by end of quarter
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
2. From there have a “Project Backlog” with workplans.	

Think:What are the projects you will execute to help you achieve your SMART GOALS?
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
3.You must institutionalize weekly “Sprint Planning” meetings.	

Vitals: your regularly occurring tasks that “keep the lights on”	

Projects: Tasks that are pulled directly from the workplans of our major goals.	

Think: What tasks (or “stories”)will you be prioritizing and “pulling into your upcoming
sprint” (a week’s worth of work)? 	

These #s
represent
hours spent.	

	

We strive to
plan 35
REAL hours
of work
each week. 	

	

That is our
capacity.
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
4.Always have daily “Scrum”meetings or stand-ups. (15-20 mins)
Pulling directly from your Sprint plan for that week… 	

	

•  What did stories (tasks) did you complete yesterday?	

•  What stories will you complete today?	

•  What impediments are holding you back?	

•  What can the team do to help?	

	

Strive to get tasks DONE.
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
5. Finally, weekly team sprint reviews and retrospectives are KEY.	

Sprint Review:	

What stories/tasks had you planned to do, but “killed” (or eliminated)? 	

What was was added to your sprint mid-week that was “unplanned”?	

What did you “pull forward”, tasks pulled in from your project backlog that	

you had not originally planned to do this week? 	

	

	

Track this information shared in
Google docs (or something
equivalent) – look for trends
over time.This becomes a great
management tool for you.	

Retrospective:	

What went well?	

What didn’t go well?	

What will you do differently next week?	

How can the team better support you?
Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved
Now, Rinse and Repeat. And stay disciplined. 

We LEARN from our weekly sprints, and adjust accordingly
when planning to following week.

	

We are AGILE.

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Scrum-inspired Marketing Execution w/ OpenView Labs

  • 1. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved Scrum-inspired Marketing Execution with OpenView Labs
  • 2. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved Scrum is part of who we are as a firm. It’s a project management framework/ methodology that helps us all: •  Stay focused on what’s most important •  Create visibility •  Increase collaboration •  Get the job done faster Jeff Sutherland Co-creator of Scrum OpenView Senior Advisor
  • 3. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved Believe it or not, at OpenView, we ONLY have 2 Marketers focused solely on OpenView Marketing efforts A snapshot of SOME of our typical quarterly output: •  2 major ebooks •  5+ reports and case studies •  Over a dozen webinars/podcasts •  Release over 20 new videos •  Put out over 100 new blog posts •  Send out a weekly newsletter to over 35,000 people •  to which we add 4k subscribers to quarterly Don’t believe us? Check out: www.openviewlabs.com www.openviewpartners.com.
  • 4. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved And everyone on our marketing team usually leaves around 5:30pm. This would not be possible without Scrum.
  • 5. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved But implementing Scrum is not easy. It requires discipline It feels unnatural at first It’s easy to fall back into bad habits …And, the other teams within your organization need to be bought in to a certain extent. OpenView’s Scott Maxwell wholeheartedly believes in Scrum, that has made all the difference.
  • 6. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved It works so well for us, we encourage marketers within our companies to use it as well. Free training with Jeff Sutherland is offered exclusively to our investments. 3 Common pains our portfolio companies’ marketing team’s feel: 1. Strained due to limited resources – working 60+ hours a week 2. Too many small projects going on at once that seem to be dragging on forever. And….
  • 7. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved “I need more sales enablement tools! PS. The MQLs you are sending me really aren’t MQLS!” -VP of Sales “I need you to work on the board presentation and have it done by Friday.” -CEO “Lets meet to talk about how you can help with onboarding?” -VP of HR “Can you review my materials and make sure they are consistent with the brand messaging?” VP of Product Marketing 3. Demands from other teams, taking away from original and most important marketing goals VP of Marketing Look familiar?
  • 8. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved 1. It begins with developing “SMART” goals for an interval of time. Sample Smart Goals our Portfolio companies might have for Q3: •  Increase website traffic by 10% month over month •  Increase web conversions by 100% by end of quarter •  Host 3 successful events with minimum 100 attendees per event •  Generate 50 MQLs from webinars by end of quarter
  • 9. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved 2. From there have a “Project Backlog” with workplans. Think:What are the projects you will execute to help you achieve your SMART GOALS?
  • 10. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved 3.You must institutionalize weekly “Sprint Planning” meetings. Vitals: your regularly occurring tasks that “keep the lights on” Projects: Tasks that are pulled directly from the workplans of our major goals. Think: What tasks (or “stories”)will you be prioritizing and “pulling into your upcoming sprint” (a week’s worth of work)? These #s represent hours spent. We strive to plan 35 REAL hours of work each week. That is our capacity.
  • 11. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved 4.Always have daily “Scrum”meetings or stand-ups. (15-20 mins) Pulling directly from your Sprint plan for that week… •  What did stories (tasks) did you complete yesterday? •  What stories will you complete today? •  What impediments are holding you back? •  What can the team do to help? Strive to get tasks DONE.
  • 12. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved 5. Finally, weekly team sprint reviews and retrospectives are KEY. Sprint Review: What stories/tasks had you planned to do, but “killed” (or eliminated)? What was was added to your sprint mid-week that was “unplanned”? What did you “pull forward”, tasks pulled in from your project backlog that you had not originally planned to do this week? Track this information shared in Google docs (or something equivalent) – look for trends over time.This becomes a great management tool for you. Retrospective: What went well? What didn’t go well? What will you do differently next week? How can the team better support you?
  • 13. Proprietary and Confidential ©2014 OpenView Investments, LLC. All Rights Reserved Now, Rinse and Repeat. And stay disciplined. We LEARN from our weekly sprints, and adjust accordingly when planning to following week. We are AGILE.

Editor's Notes

  1. 5 years ago, From day one
  2. Been here for 5 years Been a part of our culture since day one So much so that we have made Jeff Sutherland, a senior advisor, and he comes to our office weekly
  3. Reiterate – scrum is the methodology that we use to make this happen
  4. Only say 3 – scrum minimize distraction So how does it work? When
  5. Mention that there are some phrases, or a language related to Scrum
  6. Established what they are doing the next Look at one person – she has 35 hours she is going to account for Make it alive and real – what can this help you do? Campaign 2 too much time,
  7. Own what each person is doing for the day Here’s what we do 2-3 minutes Here’s what we do Clear accountable and collaborative
  8. Bold scrum words. Tell the story of how we do it Take the daily stand up and expand it to become Did we plan appropriately? What distractions came our way? Give time,
  9. Things have to change You only committed the week, so you aren't so far into the plan that you cant change.