Why Agile Marketing Works

1. LAUNCH
MEASURE
ITERATE
why agile marketing works

2. Marketing
Product
Owner
@StephenBrentMay
linkedin.com/in/stephenmay
stephen@stephenbrentmay.com
Board Member
Co-Chair, Crystal Awards
Consultant
WineaholicCoffee Snob

5. AGILE MARKETING IS A SELF-
ORGANIZING PROCESS FOR
MARKETING TEAMS THAT PROVIDES
MAXIMUM VALUE FOR THE USER.

6. PRIORITIZATION
TRANSPARENCY
PREDICTABILITY
ACCOUNTABILITY
Benefits
of Agile
Marketing

7. What an Agile Marketing
Team Looks Like

8. @StephenBrentMay #AgileMarketing
What a Marketing Team Looks Like
8
VP /
Director
Manager
Social
Media
Copywriter Designer Analyst

9. @StephenBrentMay #AgileMarketing
What an Agile Marketing Team Looks Like
9
Product
Owner
Scrum
Master
Team
Member
Team
Member
Team
Member
Team
Member
WHAT PROCESS HOW

10. 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

11. @StephenBrentMay #AgileMarketing
Agile Marketing Teams
11
Ideal Team Size: 5-9 People
In 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

12. @StephenBrentMay #AgileMarketing12
Cross-functionality
Agile Marketing Teams
Web/Graphic Design
Writing
Social Media
Analytics

13. @StephenBrentMay #AgileMarketing13
Cross-functionality
Agile Marketing Teams
Web/Graphic Design
Writing
Social Media Analytics

14. IT PUTS THE CUSTOMER FIRST
IT RELIES ON DATA
IT ALLOWS FOR RAPID CHANGE
The
Process

15. THE
BACKLOG

16. THE
BACKLOG
Epics
Stories
Tasks

17. @StephenBrentMay #AgileMarketing
Writing User Stories
17
User Story
As a ___________________________________________________________________________________
I want to be able to____________________________________________________________________
So that I can___________________________________________________________________________
Acceptance Criteria
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________

18. @StephenBrentMay #AgileMarketing
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

19. @StephenBrentMay #AgileMarketing
The Process
19
Sample Sprint Board
Decide on a format
Create Content
Design
Send to Print
To-Do In Progress Review Done

20. @StephenBrentMay #AgileMarketing
The Process
20
Sample Sprint Board
Send to Print
To-Do
Design
In Progress
Create Content
Review
Decide on a format
Done

21. @StephenBrentMay #AgileMarketing
Some Tools to Use
21

22. THE PROCESS IS
MORE IMPORTANT
THAN THE TOOL

23. LAUNCH
MEASURE
ITERATE