Dan McGaw - Director of Marketing - @danielmcgaw

Pouring gas on the fire with Agile Marketing

Who am I ?

@danielmcgaw !

History Lesson

http://setandbma.wordpress.com/2012/03/23/agile-history/

Manifesto for Agile Development !

We are uncovering be!er ways of developing so"ware by doing it and helping others do it. Through this work we have come to value: !!Individuals and interactions over Processes and tools !Working so"ware over Comprehensive documentation !Customer collaboration over Contract negotiation !Responding to change over Following a plan !!That is, while there is value in the items on the right, we value the items on the le" more.

Traditional Marketing

Idea

Competitive Analysis

Design

Engineering

Support

Sales

Long Process

Month 1 Month 2 Month 3 Month 4

Design Problem

Month 1 Month 2 Month 3 Month 4 Month 5

Documentation problem

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Feature integration bug

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7

Design, Engineering, and Support Shut Down

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8

Missed Opportunity Window

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Don’t pour gas on this fire!

Stop the Stress

Agile Marketing

Cross Functional Team

Cross Functional Team

Individuals and interactions over Processes and tools

Instant communication

Work together to solve

problems

Stay focused with project management

Always be shipping

Always be shipping

Working so!ware over Comprehensive documentation

http://blog.optimizely.com/2013/01/04/an-optimized-2012-the-year-in-new-features-and-milestones/

Don’t let anyone or anything prevent you from shipping

Choose flexibility and simplicity

Make everything testable and accessible to marketing

transactionalpromotional

The Customer is at the center

The Customer is at the center

Customer collaboration over Contract negotiation

Understand their needs

with surveys

Understand their behavior with heatmaps

Learn what they do with analytics

Change is constant

Change is constant

Responding to change over Following a plan

Adjust priorities daily

http://leanagileprojects.blogspot.com/2013/07/naked-kanban-dresses-in-teams_5.html

Data over opinions

Everything must be transparenthttp://www.hammacher.com/Product/Default.aspx?sku=78952&refsku=10343

Pour on the gas

Build - Measure - Learn

2 weeks 4 weeks 6 weeks 8 weeks

Build - Measure - Learn

2 weeks 4 weeks 6 weeks 8 weeks

60%+ failure rate

Build - Measure - Learn

2 weeks 4 weeks 6 weeks 8 weeks

Build - Measure - Learn

2 weeks 4 weeks 6 weeks 8 weeks

Build - Measure - Learn

2 weeks 4 weeks 6 weeks 8 weeks

Build - Measure - Learn

2 weeks 4 weeks 6 weeks 8 weeks

Build - Measure - Learn

2 weeks 4 weeks 6 weeks 8 weeks

Build - Measure - Learn

2 weeks 4 weeks 6 weeks 8 weeks

How we do Agile

KISSmetrics Marketing Team

Dan McGaw Director of Marketing

Sean Work Blog Manager

Jason Caldwell Designer

Will Kurt Growth Engineer

Thue Madsen Marketing Associate

Zach Bulygo Content Writer

Lars Lofgren Growth Manager

Dan McGaw Director of Marketing

Sean Work Blog Manager

Jason Caldwell Designer

Dan McGaw Growth Engineer

Thue Madsen Marketing Associate

Zach Bulygo Content Writer

Lars Lofgren Growth Manager

#amazing

Amazingly Remote

Twice weekly all hands

Master Marketing Board

Back Log To Do

Pipeline

Doing (Today)

Review

Completed

History of completion

and a sense of humor

We Love Trello

Transparent Calendar

Weekly Screencasts

Document Everything (a!er you know the results)

THANK YOU

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Hiring!

dan@KISSmetrics.com

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Questions?

@danielmcgaw Director of Marketing

KISSmetrics

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