Agile marketing
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Transcript of Agile marketing
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
30 day trial of KISSmetrics > www.kissmetrics.com/conference
Hiring!
30 day trial of KISSmetrics > www.kissmetrics.com/conference
Questions?
@danielmcgaw Director of Marketing
KISSmetrics
30 day trial of KISSmetrics > www.kissmetrics.com/conference