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How to Run An

How to Run An. AGILE. 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.

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How to Run An

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  1. How to Run An AGILE MARKETING SPRINT

  2. This Guide Covers: Why Agile Marketing? How to Put Agility Into Practice How to Make an Agile Marketing Team Agile Marketing: All or Nothing?

  3. WHY AGILE MARKETING?

  4. 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

  5. Market Share Marketing departments who consider themselves agile are 3X more likely to significantly grow market share

  6. 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.

  7. GREAT…NOW WHAT?

  8. AGILE THEORY: EASY AGILE REALITY: HARD

  9. Common Agile Methodology: SCRUM • The Scrum method include 5 elements: • Time-boxed sprints • Sprint planning meetings • Daily standup meetings • Transparent, visible tracking • Sprint review & retrospective

  10. Time-boxed Sprints Precise timeframes for achieving specific marketing objectives.

  11. 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

  12. 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

  13. Daily Standup Meeting Meet everyday for 15 minutes ONLY. Only 3 topics: What I did yesterday What I will do today Any blocks?

  14. Visible Tracking System Whether it’s a white board or fancy software, the team’s goals and progress should be totally transparent & highly visible.

  15. Sprint Review Retrospective & Consider your process & how to improve it for the next sprint. Review what you accomplished with your stakeholders. Show off a bit!

  16. Creating an Agile Marketing Team

  17. Team members need diverse skills. Including:

  18. 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

  19. Agile Marketing: All or Nothing

  20. 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.

  21. To Maintain Sanity… Go Agile! Go whole hog. Adopt the entire Scrum methodology.

  22. GET MORE AGILE. SUBSCRIBE TO MARKETERGIZMO. CLICK THE LINK TO SUBSCRIBE: www.marketergizmo.com/subscribe Our weekly newsletter, Excellence in Marketing, offers real world advice from agile marketers, along with digital marketing best practices. Go Agile!

  23. AUTHOR: Andrea Fryrear Content Marketer and Certified Scrum Master www.marketergizmo.com @MarketerGizmo

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