Launch, Measure, Iterate
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LAUNCH MEASURE ITERATE why agile marketing works
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Transcript of Launch, Measure, Iterate
LAUNCH MEASURE ITERATE
why agile marketing works
Marketing Product Owner
@StephenBrentMay
linkedin.com/in/stephenmay
Board MemberCo-Chair, Crystal Awards
Consultant
WineaholicCoffee Snob
AGILE MARKETING IS A SELF-ORGANIZING PROCESS FOR MARKETING TEAMS THAT PROVIDES MAXIMUM VALUE FOR THE USER.
PRIORITIZATION
TRANSPARENCY
PREDICTABILITY
ACCOUNTABILITY
Benefits of Agile Marketing
What an Agile Marketing Team Looks Like
@StephenBrentMay #AgileMarketing
What a Marketing Team Looks Like
8
VP / Director
Manager
Social Media
Copywriter Designer Analyst
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What an Agile Marketing Team Looks Like
9
Product Owner
Scrum Master
Team Member
Team Member
Team Member
Team Member
WHAT PROCESS HOW
ADDING A PAGE TO OUR WEBSITE WILL FIX THE PROBLEM, BUT YOU HAVE NO DATA TO SUPPORT
YOUR CLAIM
BUT THAT’S NONE OF MY BUSINESS
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Agile Marketing Teams
11
Ideal Team Size: 5-9 PeopleIn most cases, 7 is the “magic number” when it comes to team size. You can make it work with more or less, but if you
have too many people, consider breaking it up into multiple teams.
Teams are Accountable
Titles Aren’t Important
Cross-functional
Collaboration is Key
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Cross-functionality
Agile Marketing Teams
Web/Graphic Design
Writing
Social Media
Analytics
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Cross-functionality
Agile Marketing Teams
Web/Graphic Design
Writing
Social Media Analytics
IT PUTS THE CUSTOMER FIRST
IT RELIES ON DATA
IT ALLOWS FOR RAPID CHANGE
The Process
THE BACKLOG
THE BACKLOG
Epics
Stories
Tasks
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Writing User Stories
17
User Story
As a ___________________________________________________________________________________
I want to be able to____________________________________________________________________
So that I can___________________________________________________________________________
Acceptance Criteria
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
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The Process
18
The Artifacts
01 02 03 04 05 06 07
08 09 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 01 02 03 04 05
JUN
JUL
Mon Tue Wed Thu Fri Sat Sun
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The Process
19
Sample Sprint Board
Decide on a format
Create Content
Design
Send to Print
To-Do In Progress Review Done
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The Process
20
Sample Sprint Board
Send to Print
To-Do
Design
In Progress
Create Content
Review
Decide on a format
Done
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Some Tools to Use
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THE PROCESS IS MORE IMPORTANT THAN THE TOOL
LAUNCH MEASURE ITERATE
