Presented in April 2017 at Agile Eastern Europe in Kiev, Ukraine.

1. Monica Georgieff
Kanbanize
Head of a powerhouse inbound marketing team
Trying to make the most of creative chaos
Lover of Lean
@MonGeorgieff

2. Where did product managers come from?

3. Developers or Engineers
(or sometimes other)
Leading the Innovation in
the company
Engineers wanted to own the way the
products they were working on were
developing...

4. The tools.

5. Developers earned their place as
stewards of innovation by bringing in
Lean and Agile.

7. Marketing is still stuck doing Waterfall.

8. Marketers
Leaders overseeing the
Customer Experience in the
company
If marketers want to grow and own the
customer experience during the life
cycle...

9. Results-oriented does not mean
you should be process-blind.

10. “Their traditional methods don’t work so well
anymore, the approach they are used to using is
Waterfall which requires that you are working in a
context where you can reliably predict the future
but marketers are increasingly working in
environments where they can’t predict the future.”
Roland Smart
VP Marketing & Community @Oracle

11. How do we align the business units (marketing,
sales, finance) and the IT departments in an
organization?

12. The Lean tool -
Kanban.
Kanban suits marketing best because it
is a flow-based method, non-prescriptive
for the creative process and easy to
onboard.

17. The Rituals.
● Defining explicit policies
● Tracking metrics of the workflow
● Not multitasking
● Feedback loops (standups, reviews)
● Committing to continuous improvement

18. Marketing Problems Kanban Solutions
● lack of communication
● lack of experienced staff
● lack of reporting
● lack of budget
● Policies on a visual platform
● Commitment to improvement
● Feedback loops
● Tracking metrics of the workflow

19. What does it take for a marketing
organization or department to go Lean
with Kanban?

20. Three Deep Marketing
is a digital agency in Minnesota.

21. 1. An evangelist

23. 2. Master Portfolio Board for tracking
Campaigns

24. 3. Visual Kanban Boards
that Reflect your
Marketing Processes
|

25. Expedite
Projects
Maintenance
Backlog
In Progress Internal Review External
Review
Complete Archive
SEO and CONTENT Kanban Board
On Deck Ready
Work

26. Expedite
Campaigns
Maintenance
Project Adhoc
Backlog
In Progress
In Progress Internal Review Preview at Agency Preview at Clients Approved to Send Verify
Metrics
Complete
Archive
EMAIL MARKETING Kanban Board
On Deck Ready
Work

27. Expedite
Design: Project Adhoc
Contractor
Sales and Marketing Support
Backlog
In Progress/In Revision
Production Internal Review 1st Client Review 2nd+ Client
Review
Complete
Archive
On
Deck
DESIGN Kanban Board
Content: Project Adhoc
Ready
Work

28. 4. A way of collaborating with
stakeholders on the same
platform
Is everyone on the
same page?
Did we miss anything? Is anything blocked?
What is priority?

29. 5. A way of measuring the stability
of your workflow

30. 6. A way of measuring your
process efficiency

31. Lean & Agile are not just for
digital projects.

32. Prove it works by measuring the
right KPIs.
Your customer’s KPIs.

33. Make sure your team and (to an extent)
your customers commit to pursuing the
goals of Lean alongside you.

34. How do you know if you’ve gone Lean?
Yuval Yeret (Agile Sparks) on https://www.slideshare.net/yyeret/assessing-your-agile-marketing-maturity-level

35. Why would I want to do anything of what you just
said with my marketing department?
● Be more aligned with product management
● Serve as a gateway for Lean & Agile into the business
units
● Be more efficient and predictable in your current process
● Deliver more value to your customers and grow
● Because it is proven to be better

36. So, if the question before was:
Why would marketing want to go Lean and Agile?
The question now is:
Why aren’t all marketing
teams like this?

37. Write to me: monica@kanbanize.com