5. 5
Better understand our target customer
• Who are the buyers
and influencers?
• What do they care
about? What
outcome are they
seeking?
• Where do we find
them?
• What or who
influences them?
• How do they want to
engage and
(eventually) buy?
8. 8
Build a
modern
sales &
marketing
tech stack Internet
CRM
Marketing
Automation
Website
Middleware and External Data Connectors
Analytics and Dashboards
Resource and Activity
Mgmt
Personalization, Testing & Optimization
Sales Enablement, SEM, SEO, Ad, Video, Events & Webinars, Social, Design
15. 15
We started with a typical Scrum approach
ActivitiesBacklog Sprints
24 h
30 days
16. 16
First, the team met to decide on the details
Q: How long should a sprint be?
A: 2-4 weeks max
Q: How many sprints can run concurrently and how
many sprints can one person participate in?
A: Sprints vary in size, so rather than cap the number of
sprints each person commits to a specific set of tasks
63. Medium term
activities that can
be broken into
discrete pieces
63
Real-time activities
or long-term
activities that
require continuity
Where did Scrumban work best?
66. Photo Credits
• Post-it Concept Wall courtesy of Jennifer Morrow
• Web Summit 2013 In The RDS In Dublin courtesy of William Murphy
• Burning Bright courtesy of Rowan Saunders
• Internet Marketing Plan with red markers courtesy of Ivan Walsh
• Digital Marketing Social Media Tree courtesy of Automotive Social
• Adorable Handsome… courtesy of Aqua Mechanical
66