AGILE MARKETING: HOW TO RUN A MARKETING TEAM LIKE A STARTUP
Ellie Mirman
WHAT IS AGILE?
AGILE adj. quick and well-coordinated in movement
Agile
Software
Development
Bringing agile
from Engineering
to Marketing
WHY AGILE?
Agile is FAST.
15-30 day sprints
make it easier to
adapt to changing
market conditions.
108,000+
downloads
Agile is FOCUSED.
Each user story has
a clear and distinct
success metric.
Image credit: epsos
Agile is PRIORITIZED.
Transparency &
“points” system make
prioritization a rational &
productive conversation
vs. tug of war.
Available: 16 pts
Project A (8 pts)
Project B (3 pts)
Project C (5 pts)
Project D (2 pts)
Project E (5 pts)
Agile is PREDICTABLE.
Daily “standup” plus
the points system help
to identify blockers &
eliminate surprises
effectively.
Sprint Progress
Sprint time complete: 60%
Projects complete: 40%
HOW?
The Scrum Process
Backlog
Sprint
Workable Increment
The Scrum Team
The Backlog
Example User Story
Planning Poker
Public Commitment
Daily Standup
Sprint Reporting
Glossary
• Sprint: Defined period of time in which a team commits to complete certain work output.
• Epic: A large effort split into multiple user stories.
• User story: A detailed description of a task with stakeholders in mind.
• Story points: Estimated level of effort a user story will take.
• Blocker: Anything that prevents a team member from performing work.
• Success criteria: Criteria used to determine if a user story is complete.
• Backlog: A prioritized list of projects.
• Sprint burndown chart: Daily progress chart for a sprint.
• Sprint commitment: Public meeting where teams commit to stories for the coming sprint.
• Plannning poker: Meeting where the team estimates the effort for stories in the backlog. Used to determine how many projects to commit.
• Standup: Daily standing meeting where team members share what they worked on yesterday, their plans for today, and blockers.
• Sprint review: Public meeting where teams review the completed sprint.
6 REASONS AGILE MARKETERS WIN
agile marketers publish more content
1
agile marketers can newsjack
2
agile marketers can jump on social media
Image credit: cerasaragirl
3
HubSpot’s social media policy:
Use good judgment.
agile marketers make quick, data-driven decisions
4
Image credit: seeminglee
agile marketers run tests every day
5
agile marketers fail fast and learn often
6
Agile Marketers Win.
• Fast, Focused, Prioritized, Predictable
• More content, buzz, action, testing, learning,
results
Build a Modern Marketing Team:
http://www.hubspot.com/modern-marketing-team-kit
THANK YOU Ellie Mirman
@ellieeille
www.EllieMirman.com