A simple, easy and concise framework with working examples on setting up an Agile approach for marketing and marketing team deliverables. Teams love it (gives them sense of real ownership and makes it easier to manage and multi-task), heads of marketing find it very easy to manage (or rather it requires minimal management) and others in the organization love the results they see from an Agile approach - win win for all. It was crafted with start ups and hyper growth digital/tech companies in mind, but it has been used in larger marketing organizations, and may provide a competitive edge for those who can adapt it to their teams.

1. @VirtualCMO
AGILE
or
GO
Home
Introducing Marketing The Agile Way

2. CMO & Strategic Digital/Mobile/Social/Technology Marketing and Product Leader
About.me:
http://about.me/shanelennon
e: shane@atVirtualCMO.com
Twitter: @VirtualCMO
and https://www.rebelmouse.com/CMO/
Linkedin:
http://www.linkedin.com/in/shanelennon
Blog (tumblr), Google+, Pinterest, Vizualize.me
& there are lots more I’ve tried …
Enter to Win CMO Consultation
or Scan the QR code to the right
(to get QR Scan App for your phone text Buzz to 63566)
@VirtualCMO

3. 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
shane@atVirtualCMO.com for a copy!
@VirtualCMO

4. Content
• Definition
• Benefits
TABLE OF CONTENTS
• Methodology
• Roles
• Key Terms
• The Funnel and Marketing
• Agile Framework and Team
• Scrum Board
• User Stories
• Stand Up
• Reporting
Let’s Try
@VirtualCMO

5. Definition
AG•ILE - adjective
Quick and well-coordinated
in movement; lithe.
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6. 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.
T H E A G I L E WAY
FAST FOCUSED PRIORITIZED PREDICTABLE
14-28 day Sprints Each User Story has Transparency makes Daily “standup” help to
allow us to adapt clear distinct metric/s prioritization productive, identify blockers &
easily to changing rational and focused remove surprises
conditions conversation vs. tug of war, effectively & efficiently
on resources & deliverables
@VirtualCMO

7. Methodology
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
e.g. Product Backlog Sprint Backlog Sprint Working Increment
Original Agile Software Methodology: http://en.wikipedia.org/wiki/Agile_software_development
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8. Key Terms
PRODUCT OWNER Responsible for maintaining the “Backlog” by representing the
(PO) …………………. interests of the stakeholders
Defined period of time in which team (can = 1) commits to
SPRINT …………….. complete certain work output
EPIC ………………… A large effort split into multiple related stories
TASK/USER STORY A detailed description of a task with the ‘stakeholders’ in mind
(PRIO)..
STORY TIME ………. Estimated level of effort a chunk of work will take (incl.
difficulty/complexity) – day/% of day & +, ++ or +++ e.g. 0.8 +
SPRINT
COMMITMENT ……. Meeting where teams/owners commit to their stories for the
coming sprint
SPRINT REVIEW …. Meeting where teams/owners review accomplishments &
lessons learned from the previous sprint
STANDUP ………….. Daily standing (yes literally) meeting where teams/owners
share what they worked on day before, plans for today, & key
– any “blocking” items hindering progress
@VirtualCMO

9. Key Terms
TEAM (can = 1) A Prioritized list of high level requirements
BACKLOG ………….
A prioritized list of “tasks” to be completed during the sprint
SPRINT BACKLOG ..
Daily progress chart for a “sprint” over the sprint’s length
SPRINT BURN
DOWN ………………
The team estimates the effort for the “stories” in the backlog.
PLANNING POKER . PO uses estimates to prioritize & forecast “stories” based on
velocity
BLOCKER / Anything preventing a team from performing work as
IMPEDIMENT ……… effectively as possible
SUCCESS Exit-criteria to determine if a task is complete
CRITERIA …………..
Awarding of Gold, Silver, Bronze & wooden spoon
BUZZ MEDALS ……. for “sprint” and “user story” achievement/s
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10. The Funnel & Marketing
BRAND & BUZZ
Generates Brand Awareness
TOFU
(Top of the Funnel)
Builds General Awareness to
Attract Visitors / Leads
MOFU MARKETeeRiING
(Middle of the Funnel) (Marketing + Other Teams)
Turns visitors into leads, BUILDS & IMPLEMENTS STUFF
Nurtures leads & UpSell [TOOLS, APPS, ETC.]
TO SUPPORT MARKETING &
BOFU
REVENUE GOALS
(Bottom of the Funnel)
Turns leads into MQL
Deepens Product Awareness
Build Sales Support Tools
SALES
Converts MQL / Leads
Into Customers
Instead of structuring our marketing team by “function”
The Company organizes efforts/resources to reflect the marketing and sales funnel.
@VirtualCMO

11. Agile Framework and Team Structure
MARKETING BOARD (CMO+)
Hires, manages, develops marketing team; sets
strategic goals/KPIs and allocates budget
BRAND & BUZZ TOFU MOFU BOFU MARKETeeRiING
Objective: Objective: Objective: Objective: Objective:
Generate brand Attracts Visitors & Nurtures leads & Turns Leads into Makes stuff
awareness leads UpSell MQL.
T E A M A S S E T S
Higher •PR - WOM •Content •Email Campaigns •Product content •Tools & apps
Function: •Brand •Social Media •Landing Pages •Case Study/Refs •…
•Blog •Partner Marketing •Webinars •Sales training …
•Events & Conf •Adv … •Customer events
•Website •Website … •Non Customer
•Social Media … relations
T E A M M E T R I C S
Higher •Direct & branded •Visitors •Leads •Product Awareness •Traffic/downloads/
Function: traffic •Subscribers •Conversion Rates •Lead to MQL % users of tools &
•Coverage •Downloads •Lead quality - MQL to close% apps
•Reach •Leads •Product buzz •Marketing
productivity
@VirtualCMO

12. A scrum
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13. The Scrum Board
BRAND & BUZZ TOFU MOFU BOFU MARKETeeRING
Objective: Objective: Objective: Objective: Objective:
Generate brand Attracts Visitors & Nurtures leads & Turns Leads into Makes stuff
awareness leads UpSell MQL.
T E A M A S S E T S
Higher •PR - WOM •Content •Email Campaigns •Product content •Tools & apps
Function: •Brand •Social Media •Landing Pages •Case Study/Refs •…
•Blog •Partner Marketing •Webinars •Sales training
•Events & Conf •Adv •Customer events
•Website •Website •Non Customer
•Social Media relations
WIP NOT STARTED
List of • PRIO 25 • PRIO 1 •PRIO 2 •PRIO 3 • PRIO 9
User Stories
& Tasks Not
Started:
Color for
W I P each person
/ team:
User Stories •PRIO 10 •PRIO 15 • PRIO 4 • PRIO 7 • PRIO 21
& Tasks In PRIO 17 • RPIO 5 • PRIO 8 • PRIO 22
Progress: • PRIO 6 • PRIO 12
C O M P L E T E D Blocker
User Stories • PRIO 20 • PRIO 18 • PRIO 13 • PRIO 11 • PRIO 23 List
& Tasks • PRIO … • PRIO 12
Competed: • PRIO … • PRIO 14
@VirtualCMO

14. User Stories: sample
How difficult is this task?
Story time & velocity get
Measurable results. But CMO is not refined over time
allowed to be a scrum What % is status completed
What defines “completed?”
owner so need to
bring in “Designer”
as owner
PRIO USER STORY SUCCESS OWNER POINTS
PRIO USER STORY SUCCESS CRITERIA
CRITERIA TEAM STATUS
& STORY
OWNER TIME &
STATUS
1 As a CMO, I (we) need a logo that Short term: CMO 3.25 +
represents the “brand” conveying the 1. 3 concepts to review
pillars, easily represents who we are 2. New logo 5%
that is flexible across all uses online &
offline
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.
@VirtualCMO

15. User Stories: sample
How difficult is this task?
Story time & velocity get
Measurable results. refined over time
What defines “completed?” What % is status completed
PRIO USER STORY SUCCESS OWNER POINTS
PRIO USER STORY SUCCESS CRITERIA
CRITERIA TEAM STATUS
& STORY
OWNER TIME &
STATUS
1 As a marketing manager, I need a Short term: Jean 2.8 +
better way to broaden our reach on 1. Increase # twitter followers
social media so that more brand/ 2. Post 75% of core vertically 25%
marketing people visit our website related content
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.
@VirtualCMO

16. 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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17. Stand Up
Each team meets for 15 minutes daily
Literally standing up
• YESTERDAY
• TODAY
• BLOCKERS
• CROSS POLLINATION
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18. Reporting
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
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19. Sprint Report e.g. for a team (person)
Achievements:
Unable to complete:
• Marketing ROI analysis • Signed contract for event hotel and décor
• Demo presentation - draft complete • Update latest version of Word Press
• Sports Event Program • New Customer Use Case for ABC Inc. Brand
• Kit compiled
• Lead to MQL to win/loss
• Entertainment talent finalized
Blockers
• Reg page template • Hotel contact out for 3 days
• Set Up Partner User Accounts • Dev not available for week 1
• Trained 2 rep users • Website Social Plug-in bug (5 days delay)
• Q4 MQL & Deal win/loss • Survey Tool Agreement signed late (3 day
delay)
• 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
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20. @VirtualCMO

21. Appendix
• A Funnel Example
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22. A Funnel example
What?
Awareness >
Interest >
Intent >
Buy >
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