Transcript This Slideshare - Andrea Fryrear

How to Run An
MARKETING SPRINT
This Guide Covers:
Why Agile Marketing?
How to Put Agility Into Practice
How to Make an Agile Marketing Team
Agile Marketing: All or Nothing?
WHY AGILE MARKETING?
Productivity & Efficiency
“applying Agile methodology typically used in software development
yields greater marketing effectiveness and efficiency.”
87% said their
teams were more
productive using
Agile
93% said adopting
Agile helped them
improve speed to
market
Market Share
Marketing departments who
consider themselves agile are
3X more likely
to significantly grow market share
Happier Employees
Employees working in
agile environments
report a greater overall
sense of satisfaction
and pride in their work.
Less turnover, less
drama. More marketing.
AGILE THEORY: EASY
AGILE REALITY: HARD
Common Agile
Methodology:
SCRUM
The Scrum method include 5 elements:
1. Time-boxed sprints
2. Sprint planning meetings
3. Daily standup meetings
4. Transparent, visible tracking
5. Sprint review & retrospective
Time-boxed Sprints
Precise timeframes
for achieving specific
marketing objectives.
Time-boxed Sprints
• 2 – 6 weeks long
• Length can’t be changed once it starts
• Allow 10-20% of your time for
unforeseen events
• Specific goals and a strict definition of
“done” must be established before it
starts
Sprint Planning
Laying the ground rules for the sprint:
•
•
•
•
•
•
Start & end dates
Team availability
Goals & scope
Done = ?
Can we do what we’ve planned? Vote.
Assign tasks and get going
Daily Standup Meeting
Meet everyday
for 15 minutes
ONLY.
Only 3 topics:
1. What I did yesterday
2. What I will do today
3. Any blocks?
Visible Tracking System
Whether it’s a white board or
fancy software, the team’s goals
and progress should be totally
transparent & highly visible.
Sprint
Review
Review what you
accomplished with
your stakeholders.
Show off a bit!
&
Retrospective
Consider your
process & how
to improve it for
the next sprint.
Creating an Agile
Marketing Team
Team
members
need diverse
skills.
Including:
Create and test email campaigns
Setup, engage and monitor social media
Work with online advertising campaigns
Adjust website to test new messaging
Review and understand analytics & data
Write, edit, distribute content
Agile Marketing:
All or Nothing
Lack of System = Chaos
Moving away from traditional marketing
without a guiding system may make your
team more responsive, but it will also
create chaos.
To Maintain Sanity…
Go whole hog.
Go
Agile!
Adopt the entire Scrum methodology.
GET MORE AGILE.
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AUTHOR:
Andrea Fryrear
Content Marketer and
Certified Scrum Master
www.marketergizmo.com
@MarketerGizmo