If you want to survive in Marketing, it's time to know Agile.
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For over a decade, Agile has brought transparency, collaboration, efficiency and effectiveness to the world of software development, and now it is starting to make inroads in other parts of the organization. Marketing, sales, HR and operations can all start small and begin to see the HUGE upside of the Agile mindset. No longer do projects need to be risky, nerve-racking, scary initiatives. You’ll learn how the VersionOne marketing team is successfully using Agile to deliver products that customers love. This isn’t a one-off phenomenon, but an organizational transformation that can build stronger employees and teams. Three takeaways from this “Agile” exercise: 1. Understanding Agile principles to stay relevant in today’s economy 2. How to make your marketing team a ‘learning team’ — every day, every project, every quarter 3. Tactics for finding connections both outside and inside your organization to help you stay strong and focused
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If you want to survive in Marketing, it's time to know Agile.
- 1. If you want to survive in Marketing, it’s time to know Agile. Dan Naden VersionOne Community Manager
- 2. Let’s get to know you.
- 3. Manage your life or it will manage you.
- 4. My life is agile.
- 8. Agile? Huh?
- 9. So why agile for marketing? 294 Billion emails 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 Source: MBA Online The amount of change happening daily is astounding.
- 10. Marketing teams today are not nimble & quick. • Heavy planning process • Customer feedback is scattered, confused • Hard work, but are we delivering value? • Meetings, meetings, and more meetings.
- 12. Nordstrom: Developing product on the fly
- 13. How can we make our teams more adaptive to change?
- 14. The Daily Standup brings accountability and transparency.
- 15. Sprint Planning: What will we get done in the next 2 wks? Sprint Review: Show and tell time
- 16. Retrospective: Inspect and Adapt • What things did we do well? • What did we do that we should avoid doing in the future? Do this at the end of every sprint.
- 17. User stories: Focus on outcomes, not features.
- 18. What will agile bring your marketing team? • A ‘test and learn’ DNA • A close connection to the customer voice • Transparency, accountability • A tight-knit, focused, collaborative team
- 19. We’ve had our share of challenges. • Co-located Distributed • Understanding gap • How do we know what’s working? • Team roles (Scrummaster, Product Owner)
- 20. Expect pushback.
- 21. So how can you get started with agile? • Leverage the experts; harness their passion. • What does success mean? Themes and metrics. • Start small and grow. Whiteboard. • Experiment quickly and be transparent on what’s working.
- 22. There’s plenty to learn.
- 23. Thank you. Dan Naden VersionOne Community Manager dnaden@gmail.com http://www.dannaden.com New eBook: How Do Brands Win Business: http://dannaden.com/nadens-corner-ebook/
Notas del editor
- So why are you here? So who do we have in the room? (Roles, types of companies?)How many are practicing agile? How many consider themselves ‘beginners’? Intermediates? Experts? What is everyone looking to get out of today’s session? Write them on the whiteboard
- My mantra. We have a limited number of ticks on the clock each day…if you don’t have a way to manage your life (personally, professionally, socially, it will eat you alive…)
- My life is Agile (I haven’t gone far enough to put sticky notes in our kitchen, but I did use Kanban to manage our move into a new house this past summer. My wife may have other thoughts, but I think it went beautifully. Soccer coach, Dad, Husband, Friend – you only have a limited amount of time – how you manage it makes all the difference? Wake up. Exercise.Take kids to school. Work. Play with kids. Dinner. Bathtime. Fall over….(Read, write, internet, TV, socialize)Sleep. Rinse and repeat.
- VersionOneAgilePaloozaAgileSherpaNaden’s Corner
- (Show graphic of all the things that marketing does on a daily basis…)Why not just keep agile with the development team? (quickly understanding and adapting to changing customer need, clear, consistent way to align on top priorities, rinse and repeat (we get smarter over time) – no creating the wheel each time…The business no longer sees marketing as a black box. You’ve learn about other areas of marketing (we all need to be generalists in marketing)
- (Show graphic of all the things that marketing does on a daily basis…)Why not just keep agile with the development team? (quickly understanding and adapting to changing customer need, clear, consistent way to align on top priorities, rinse and repeat (we get smarter over time) – no creating the wheel each time…The business no longer sees marketing as a black box. You’ve learn about other areas of marketing (we all need to be generalists in marketing)
- Sprints…Stories…Daily Standup Sprint ReviewRetrospectives – Inspect and AdaptSprint PlanningIn a recent survey of agile practitioners, 10 years after that agile manifesto, these are the benefits attributed to the adoption of agile:84% report the ability to change priorities77% report improved project visibility75% report increased productivity72% report improved team morale71% report faster time-to-marketPrepare for the pushback. Change is hard. Don’t give up. Find allies in the organization.
- Sprints…Stories…Daily Standup Sprint ReviewRetrospectives – Inspect and AdaptSprint PlanningIn a recent survey of agile practitioners, 10 years after that agile manifesto, these are the benefits attributed to the adoption of agile:84% report the ability to change priorities77% report improved project visibility75% report increased productivity72% report improved team morale71% report faster time-to-marketPrepare for the pushback. Change is hard. Don’t give up. Find allies in the organization.
- A ‘test and learn’ DNAA close connection to the customer voiceThoughtful risk-takingA tight-knit, focused, collaborative team
- What challenges have we faced? How have we overcome them? Remote workersDifferent levels of Agile understanding (Training, mentoring, coaching, even for the ‘supposed’ experts) Keeping in sync with developmentHow do we know what’s working? (Add Lean Start up quote about testing)What roles should we have on the team? (Scrummaster, Product Owner)Always experimenting…You are never satisfied with a result; we are always trying to get better. Action – you must test and learn your way to improvementDo we have the right people on the team to commit to Agile? Hire or groom someone that can be your champion…We lost good people that weren’t a good fit for the team.
- What challenges have we faced? How have we overcome them? Remote workersDifferent levels of Agile understanding (Training, mentoring, coaching, even for the ‘supposed’ experts) Keeping in sync with developmentHow do we know what’s working? (Add Lean Start up quote about testing)What roles should we have on the team? (Scrummaster, Product Owner)Always experimenting…You are never satisfied with a result; we are always trying to get better. Action – you must test and learn your way to improvementDo we have the right people on the team to commit to Agile? Hire or groom someone that can be your champion…We lost good people that weren’t a good fit for the team.
- http://www.marketingprofs.com/articles/2012/7963/what-is-agile-marketing-and-why-is-it-essential-to-marketing-operationsStart small. Embrace learnings. Have realistic expectations. Be in it for the long haul. This is not a checkbox exercise. This is a change in mindset. Let it spread organically, rather from top down.
- http://www.marketingprofs.com/articles/2012/7963/what-is-agile-marketing-and-why-is-it-essential-to-marketing-operations