Agile Marketing with SVAMA & WIC - Dave Lloyd, Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SVAMA & WIC
Agile Marketing
Dave Lloyd, Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Dave Lloyd
Senior Manager, Global Search Marketing
Global team delivering Organic, Site Search, and App
Store Optimization strategies for all Adobe products
Team charter
• Deliver industry best practices
• Drive KPI-focused results
• Align with Marketing Cloud product teams
@davelloyd1
http://blogs.adobe.com/digitalmarketing/author/dave-lloyd/

"Business has only two basic
functions: marketing and innovation.“
– Peter Drucker
3

2nd Law of Thermodynamics
4
Over time, all systems naturally move toward chaos.

Common Pain Points in Organizations
Don’t know the
strategy
Not moving fast
enough
Not aligned and
on the same page
Not improving
efficiency
5

Agile is a proven & repeatable process
6
Being Customer Centric
INSPIRES Product Vision &
Sustainable Project Plan
Teams EXECUTE &
ITERATE on simple, short,
and incremental Sprints (2
weeks)
Sprint Learnings &
Customer Feedback
INFORM next Sprint
deliverables
Project Plan REQUIRES
Agile-aligned Lean Teams
Quick Fixes
Immediate Gratification
Limit Big Problems
Always be WIPing

My team’s basic Agile methodology
Benefits
• Adaptable
• Collaborative
• Accountable
• Organized
• Celebrate Quick
Wins Weekly
Twice-weekly “stand up” meetings
1. what you did?
2. what you’re doing?
3. challenges?

Maturity model for Agile Marketing adoption
Modified Agile (Kanban)
• Weekly Scrum meetings
• Consistent Sprints
• Shared accountability
• Optional daily stand-ups
• Optional user stories
8
Agile Methodology (Scrum)
• Full stakeholder alignment
• ScrumMaster leads daily stand-ups
• Stakeholder feedback loop
• Consistently prioritized Backlog
Basic Project Management
• Clear goals
• Defined owners
• Agreed on deliverable dates
Integrated Project Management
(Waterfall)
• Shared ownership & KPIs
• Regular meetings
• Getting Things Done mentality between
groups
FirmLoose
Stakeholder Commitment

#1: Quarterly Project Planning (Be Agile or Be Tactical)
9
CHALLENGE
 200+ major projects on the SEO team’s project list
 Difficult to determine which projects are a priority
 High task & people dependency
 Multiple tools being used to manage projects within the same team
SOLUTION
 Quarterly half-day planning meetings – to prioritize projects
 Weekly Sprint planning meetings – to discuss tasks completed, next steps, obstacles
 Standardized project templates for large SEO projects
 Usage of project management tools (i.e. Acrobat.com, AtTask)
BENEFITS
 Completed 183 projects based on Revenue Impact & Team Priority
 Easier to justify project priority with Stakeholders
 Management insight into timeline & resource management
 Quicker project planning – due to standardized project planning templates & tools

#2: Domain Migration (Be Agile or Be Overwhelmed)
10
CHALLENGE
 Executive Directive
 Migrate 15 Acquired-Company Domains
 6 Months
SOLUTION
 Dedicated cross-functional team
 Sprints every 2 weeks
 Continued learning & agility
 Used shared real-time platform
BENEFITS
 Every SEO best practice incorporated
 Aligned to CEO & CMO vision
 On time & under budget

#3: Product Launch Planning (Be Agile or Be Behind)
11
CHALLENGE
 Product Launch
 73 unique SEO projects
SOLUTION
 List and categorize all projects
 Prioritize projects (each team member prioritizes by assigning a 1, 2, or 3)
 Revenue Impact (each team member has input into each project – High, Med, Low)
 Impact (each team member categorizes each project by Impact – High, Med, Low)
 Each project categorized by size (i.e. XL, L, M, S)
 Assign Owners & Completion Date to each project
 Highest prioritized projects are transferred into smaller project plans.
These are broken into tasks that are reviewed in weekly sprint planning meetings
BENEFITS
 Hyper-responsive to frequent content updates & review cycles
 Excellent results aligned to BU goals
 Retrospective/Post-Mortem – what worked, what didn’t, what’s applicable to future

#4: Consistent Site Testing (Be Agile or Be Traditional)
12
CHALLENGE
 Consistent website testing for revenue-impacting digital assets (e.g. headlines, link
placement, promo pricing, asset location, CTA button color, comparison charts, etc.)
SOLUTION
 Using Adobe Target, a Targeting and Optimization team runs iterative global website tests
for targeting and optimization
 Communication to stakeholders on an intranet blog includes Start and End Date,
Hypothesis, Methodology, Primary Success Metrics, Dependencies, & Success Metrics
 Tests run until pre-calculated visitor and conversion sample sizes are met
BENEFITS
 Testing Center of Excellence creates a culture of optimization
 Statistically significant tests are maintained in market

Building Agility into Marketing
 Customer-responsive platforms
 Omni-channel focus
 Shorter marketing campaigns
 Constant measuring and adapting to focus on ROI
 Consider training as a Certified ScrumMaster (CSM) or Certified Product (CSPO)
 Maximize real work to be done not “work” so that progress is measured in
Experiences launched
 Assemble cross-functional teams
 Maintain a bias toward action
 Be data-driven

Watch out for…
Perfection or over-complicating
 It doesn’t have to be perfect, it just has to get started
DO NOT boil the organizational ocean
 Execute first on your team – stakeholder alignment is not critical at first
Ineffective process
 Must have: Scrum meetings and Sprint deadlines
 Daily stand-up - critical for complete visibility, not always realistic
Constant sprinting without a pause every 2 weeks
Scope creep
 New requests & requirements are added to the bottom of the queue for
reconsideration, based on value of User Stories to top KPIs
14

Key Takeaways
Carve out time with team(s) to generate a shared project list
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To move away from Waterfall Marketing, Agile gravitates toward
collaboration, speed, and cultures of optimization
Commit to overcome project entropy
Innovate on your immediate team first with Agile principles –
then broader stakeholders

Resources for getting started in Agile in Marketing
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http://agilemarketingmanifesto.org/
http://agilemanifesto.org/principles.html
http://agilemarketing.net/
https://www.valtech.com/services/the-agile-marketing-way/
http://blogs.gartner.com/jake-sorofman/agile-isnt-just-for-geeks-anymore/
http://chiefmartec.com/2012/06/everything-is-marketing-everyone-must-be-agile/
http://www.slideshare.net/openmk/marketing-automation-goes-agile
https://www.scrumalliance.org/

 Your features will be communicated as stories.
 There is protagonist:
 End user (most of the time) or stakeholder
 The protagonist has a problem = “I need to find a product’s help manual on a website ….
 And it specifies the benefit of the solution “…. so I’m not ignorant and waste time learning on my own”
 Users stories should focus on the need and solution for the end user.
 "As a <role>, I want <goal/desire> so that <benefit>"
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Users Stories

Waterflow is Chronological Steps

Repeated Cycles, “Iterative” Development

Backlog Sprint
Backlog
Sprint
Daily Scrum Meeting
or “Standup” for 15
minutes
QA testing and
Regression Testing
Post-
Launch QA
Testing
What happens before
things hit the Product
Backlog is CRUCIAL

Product Owner
Product Manager,
Product Owner,
UX, SEO, Writers
Developers,
Scrummasters,
Product Owners
Delivery Managers
Developers,
Scrummasters,
Delivery Managers
QA
Testers
Product
Owner,
Delivery
Managers
QA
Testers

Scope Set
Wireframes & Designs
Created
Features Defined
Requirements
Documented as User
Stories

Agile Marketing with SVAMA & WIC - Dave Lloyd, Adobe

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Agile Marketing with SVAMA & WIC - Dave Lloyd, Adobe