@Virtual CMO Agile simple Marketing Framework March 2013

Introducing Marketing The Agile Way

AGILE    or  GO  Home  

@VirtualCMO

@VirtualCMO

CMO & Strategic Digital/Mobile/Social/Technology Marketing and Product Leader

About.me:

http://about.me/shanelennon

e: [email protected]

Twitter: @VirtualCMO

and https://www.rebelmouse.com/CMO/

Linkedin:

http://www.linkedin.com/in/shanelennon

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Credits where rightfully due

Chris Walker (Head of Marketing at the American Kennel Club) & Founder of

Belfast Boys who was co-creator and guinea pig, or some of his teams were J

Mike Volpe (CMO) and the team @ Hubspot who provided the base version and

more importantly the foresight to drive a form of Agile into Marketing Best

Practices

And some of the other teams who helped Chris and I create our version of Agile

Marketing, but unnamed for confidentiality reasons

If you want a copy of the source PPT please email me at

[email protected] for a copy!

@VirtualCMO

TABLE OF CONTENTS

Content

• Definition

•  Benefits

• Methodology

• Roles

•  Key Terms

•  The Funnel and Marketing

•  Agile Framework and Team

•  Scrum Board

• User Stories

•  Stand Up

• Reporting

Let’s Try

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AG•ILE Quick and well-coordinated in movement; lithe.

- adjective

Definition

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FAST FOCUSED PRIORITIZED PREDICTABLE

Benefits

Unlike traditional 3-6-12-24 month marketing planning & execution cycles. Agile Marketing allows teams to adapt to fast-changing market dynamics, respond to revenue/acquisition needs, prove ROI quickly and consistently.

THE AGILE WAY

14-28 day Sprints allow us to adapt easily to changing conditions

Each User Story has clear distinct metric/s

Transparency makes prioritization productive, rational and focused conversation vs. tug of war, on resources & deliverables

Daily “standup” help to identify blockers & remove surprises effectively & efficiently

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Methodology

e.g. Product Backlog Sprint Backlog Sprint Working Increment Original Agile Software Methodology: http://en.wikipedia.org/wiki/Agile_software_development

Iterative, incremental and delivery based methodology for project management often seen in agile software development. Constant progress in manageable chunks of time, resources and work outputs.

SCRUM

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Key Terms

PRODUCT OWNER (PO) …………………. SPRINT …………….. EPIC ………………… TASK/USER STORY (PRIO).. STORY TIME ………. SPRINT COMMITMENT ……. SPRINT REVIEW …. STANDUP …………..

Responsible for maintaining the “Backlog” by representing the interests of the stakeholders

Defined period of time in which team (can = 1) commits to complete certain work output A large effort split into multiple related stories

A detailed description of a task with the ‘stakeholders’ in mind Estimated level of effort a chunk of work will take (incl. difficulty/complexity) – day/% of day & +, ++ or +++ e.g. 0.8 + Meeting where teams/owners commit to their stories for the coming sprint

Meeting where teams/owners review accomplishments & lessons learned from the previous sprint Daily standing (yes literally) meeting where teams/owners share what they worked on day before, plans for today, & key – any “blocking” items hindering progress

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Key Terms

TEAM (can = 1) BACKLOG …………. SPRINT BACKLOG .. SPRINT BURN DOWN ……………… PLANNING POKER . BLOCKER / IMPEDIMENT ……… SUCCESS CRITERIA ………….. BUZZ MEDALS …….

A Prioritized list of high level requirements A prioritized list of “tasks” to be completed during the sprint Daily progress chart for a “sprint” over the sprint’s length

The team estimates the effort for the “stories” in the backlog. PO uses estimates to prioritize & forecast “stories” based on velocity

Anything preventing a team from performing work as effectively as possible Exit-criteria to determine if a task is complete Awarding of Gold, Silver, Bronze & wooden spoon for “sprint” and “user story” achievement/s

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MARKETeeRiING (Marketing + Other Teams) BUILDS & IMPLEMENTS STUFF [TOOLS, APPS, ETC.] TO SUPPORT MARKETING & REVENUE GOALS

Instead of structuring our marketing team by “function” The Company organizes efforts/resources to reflect the marketing and sales funnel.

The Funnel & Marketing

TOFU (Top of the Funnel) Builds General Awareness to Attract Visitors / Leads

MOFU (Middle of the Funnel) Turns visitors into leads, Nurtures leads & UpSell

BRAND & BUZZ Generates Brand Awareness

BOFU (Bottom of the Funnel) Turns leads into MQL Deepens Product Awareness Build Sales Support Tools

SALES Converts MQL / Leads Into Customers

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MARKETING BOARD (CMO+) Hires, manages, develops marketing team; sets

strategic goals/KPIs and allocates budget

T E A M A S S E T S

BRAND & BUZZ Objective: Generate brand awareness

•PR - WOM •Brand •Blog •Events & Conf •Website •Social Media

•Direct & branded traffic •Coverage •Reach

TOFU Objective: Attracts Visitors & leads

•Content •Social Media •Partner Marketing •Adv •Website …

•Visitors •Subscribers •Downloads •Leads

MOFU Objective: Nurtures leads & UpSell

•Email Campaigns •Landing Pages •Webinars … …

•Leads •Conversion Rates •Lead quality

BOFU Objective: Turns Leads into MQL.

•Product content •Case Study/Refs •Sales training •Customer events •Non Customer relations

•Product Awareness •Lead to MQL % - MQL to close% •Product buzz

MARKETeeRiING Objective: Makes stuff

•Tools & apps •… …

•Traffic/downloads/ users of tools & apps •Marketing productivity

Agile Framework and Team Structure

T E A M M E T R I C S

Higher Function:

Higher Function:

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A scrum

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T E A M A S S E T S

BRAND & BUZZ Objective: Generate brand awareness

•PR - WOM •Brand •Blog •Events & Conf •Website •Social Media

• PRIO 25

TOFU Objective: Attracts Visitors & leads

•Content •Social Media •Partner Marketing •Adv •Website

• PRIO 1

MOFU Objective: Nurtures leads & UpSell

•Email Campaigns •Landing Pages •Webinars

•PRIO 2

BOFU Objective: Turns Leads into MQL.

•Product content •Case Study/Refs •Sales training •Customer events •Non Customer relations

•PRIO 3

MARKETeeRING Objective: Makes stuff

•Tools & apps •…

• PRIO 9

The Scrum Board

W I P N O T S T A R T E D

Higher Function:

List of User Stories & Tasks Not Started:

• PRIO 20 • PRIO 18 • PRIO … • PRIO …

• PRIO 13 • PRIO 12 • PRIO 14

• PRIO 11 • PRIO 23

C O M P L E T E D

User Stories & Tasks Competed:

•PRIO 10 •PRIO 15 PRIO 17

• PRIO 4 • RPIO 5 • PRIO 6

• PRIO 7 • PRIO 8 • PRIO 12

• PRIO 21 • PRIO 22

W I P

User Stories & Tasks In Progress:

Color for each person / team:

Blocker List

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PRIO USER STORY SUCCESS CRITERIA

OWNER POINTS & STATUS

User Stories: sample

PRIO USER STORY SUCCESS CRITERIA TEAM OWNER

STORY TIME & STATUS

1 As a CMO, I (we) need a logo that represents the “brand” conveying the pillars, easily represents who we are that is flexible across all uses online & offline

Short term: 1.  3 concepts to review 2.  New logo

CMO 3.25 + 5%

Measurable results. What defines “completed?”

A specific description of a task – from the stakeholder perspective Should start with “As a …………… (stakeholder), I want to ……………. (task), so that ……….. (desired result).” List specific activities, if story becomes too large, then consider ways you could break it up. Ensure dependencies are noted.

How difficult is this task? Story time & velocity get refined over time What % is status completed

But CMO is not allowed to be a scrum

owner so need to bring in “Designer”

as owner

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PRIO USER STORY SUCCESS CRITERIA

OWNER POINTS & STATUS

User Stories: sample

PRIO USER STORY SUCCESS CRITERIA TEAM OWNER

STORY TIME & STATUS

1 As a marketing manager, I need a better way to broaden our reach on social media so that more brand/marketing people visit our website

Short term: 1.  Increase # twitter followers 2.  Post 75% of core vertically

related content

Jean 2.8 + 25%

Measurable results. What defines “completed?”

A specific description of a task – from the stakeholder perspective Should start with “As a …………… (stakeholder), I want to ……………. (task), so that ……….. (desired result).” List specific activities, if story becomes too large, then consider ways you could break it up. Ensure dependencies are noted.

How difficult is this task? Story time & velocity get refined over time What % is status completed

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The Agile Marketing – e.g. “agreed to” key check-in points

•  A sprint is 2 weeks (10 working days) •  “The Backlog” is the full list of activities

This sits on the Scrum Wall – anyone can add to it at anytime •  “Sprint Backlog” is the list that of activities agreed with mgt. that goes into a “sprint”

Ondine volunteered to manage the sprint list Key Meetings: •  Poker Meeting every 2 weeks: (mgt & team) •  Review the last spring – each owner presents see e.g.

•  Vote the Medals (& Wooden Spoon)

•  Negotiate what goes into next “sprint”

• Daily Stand Up (every day! – just team!) •  15 minutes at the Scrum Wall •  Quick status: PRIO yesterday, today & blockers •  1 team member collates daily “blocker” list – review with mgt or relevant person to fix

blocker

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•  YESTERDAY •  TODAY •  BLOCKERS •  CROSS POLLINATION

Stand Up

Each team meets for 15 minutes daily

Literally standing up

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Every 2 weeks at the Poker Meeting, teams conduct Sprint Reviews, then share what they accomplished in the last sprint and what they’re committing to for the next sprint at a company-wide “All Hands Mini”. Oh and vote the medals

Reporting

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Sprint Report e.g. for a team (person)

Achievements: •  Marketing ROI analysis •  Demo presentation - draft complete •  Sports Event Program

•  Kit compiled •  Entertainment talent finalized •  Reg page template

•  Set Up Partner User Accounts •  Trained 2 rep users

•  Q4 MQL & Deal win/loss •  Updated competitive landscape matrix •  Client reference webinars

•  CSR confirmed/planning underway •  ABC Inc. proposal made

•  New B2B Daily User Survey •  Survey drafted •  First test group of 5 completed

•  Updated all Social Media Profiles to align to updated Branding

Unable to complete: •  Signed contract for event hotel and décor •  Update latest version of Word Press •  New Customer Use Case for ABC Inc. Brand •  Lead to MQL to win/loss Blockers •  Hotel contact out for 3 days •  Dev not available for week 1 •  Website Social Plug-in bug (5 days delay) •  Survey Tool Agreement signed late (3 day

delay)

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Appendix

•  A Funnel Example

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A Funnel example

What? Awareness > Interest > Intent > Buy >