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If you want to survive in marketing, it’s time to know agile. Dan Naden VersionOne Community Manager.

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Presentation on theme: "If you want to survive in marketing, it’s time to know agile. Dan Naden VersionOne Community Manager."— Presentation transcript:

1 If you want to survive in marketing, it’s time to know agile. Dan Naden VersionOne Community Manager

2 © 2012 VersionOne, Inc. 2 Let’s get to know you.

3 © 2012 VersionOne, Inc. 3 There’s plenty to learn.

4 © 2012 VersionOne, Inc. 4 Manage your life or it will manage you.

5 © 2012 VersionOne, Inc. 5 My life is agile.

6 © 2012 VersionOne, Inc. 6

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11 © 2012 VersionOne, Inc. 11

12 © 2012 VersionOne, Inc. 12 Long req docs Siloed teamsUnclear customer input

13 © 2012 VersionOne, Inc. 13 Marketing teams today are not nimble & quick.

14 © 2012 VersionOne, Inc. 14 Heavy planning process

15 © 2012 VersionOne, Inc. 15 Customer feedback: scattered, confused

16 © 2012 VersionOne, Inc. 16 Are we delivering value?

17 © 2012 VersionOne, Inc. 17 Meetings. Meetings. More Meetings.

18 © 2012 VersionOne, Inc. 18 So why agile for marketing? 294 Billion s are sent. 2 Million blog posts are written. 172 Million different people on F’book. 532 Million status updates. 844,000 hours of video sent to YouTube. 40 Million different people on Twitter. 22 Million different people on LinkedIn The amount of change happening daily is astounding. Source: MBA Online

19 © 2012 VersionOne, Inc. 19 Development leads the way. Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan

20 © 2012 VersionOne, Inc. 20 Who needs to be on your agile marketing team? Scrummaster: removes impediments, looks out for the team, and make sure everyone has what they need to be successful, works closely with Product Owner Product Owner: owns and manages the backlog, understands and communicates the most important customer/business needs to the team; (proxy for the customer)

21 © 2012 VersionOne, Inc. 21 What will agile bring your marketing team?

22 © 2012 VersionOne, Inc. 22 Close connection to customer voice

23 © 2012 VersionOne, Inc. 23 Thoughtful risk-taking

24 © 2012 VersionOne, Inc. 24 ABT

25 © 2012 VersionOne, Inc. 25 A tight-knit, focused, collaborative team

26 © 2012 VersionOne, Inc. 26 Team Communication will improve with Agile

27 © 2012 VersionOne, Inc. 27 All team members will be heard

28 © 2012 VersionOne, Inc. 28 The plan is built, delivered, evaluated by the team.

29 © 2012 VersionOne, Inc. 29 All roles are understood.

30 © 2012 VersionOne, Inc. 30 Visually communicate ideas. The power of story.

31 © 2012 VersionOne, Inc. 31 Agile will impact all aspects of marketing.

32 © 2012 VersionOne, Inc. 32 Exercise #1 Describe a situation where your team is struggling or can improve. How could agile practices help with planning, understanding customer need, team collaboration?

33 © 2012 VersionOne, Inc. 33 How does our marketing team do agile? Release Planning and Backlog (Product Owner) Story types (SPIKE, OUTLINE, DRAFT, DESIGN, DEPLOY, PROMO) Two week sprints: sprint planning, sprint review, retrospective, daily standup Inspect and adapt; test and learn

34 © 2012 VersionOne, Inc. 34 We’ve had our share of challenges. Co-located Distributed Understanding gap How do we know what’s working? Team roles (Scrummaster, Product Owner)

35 © 2012 VersionOne, Inc. 35

36 © 2012 VersionOne, Inc. 36 Exercise #2 It’s We are in charge of marketing Amazon.com. Our development team has already started work on the first edition of the Web marketplace. How will you support them using agile? What’s the first thing you’d do? What are the main challenges you would face? How can you increase your chances of success?

37 © 2012 VersionOne, Inc. 37 So how can you get started with agile?

38 © 2012 VersionOne, Inc. 38 Leverage the experts; harness their passion.

39 © 2012 VersionOne, Inc. 39 What does success mean? Themes and metrics.

40 © 2012 VersionOne, Inc. 40 Start small and grow. Whiteboard.

41 © 2012 VersionOne, Inc. 41 Experiment quickly and be transparent on what’s working.

42 © 2012 VersionOne, Inc. 42 Thank you. Dan Naden VersionOne Community Manager


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