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If you want to survive in marketing, it’s time to know agile.

If you want to survive in marketing, it’s time to know agile. Dan Naden VersionOne Community Manager. Let’s get to know you. There’s plenty to learn. Manage your life or it will manage you. My life is agile. Long req docs. Siloed teams. Unclear customer input.

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If you want to survive in marketing, it’s time to know agile.

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  1. If you want to survive in marketing, it’s time to know agile. Dan NadenVersionOneCommunity Manager

  2. Let’s get to know you.

  3. There’s plenty to learn.

  4. Manage your life or it will manage you.

  5. My life is agile.

  6. Long req docs Siloed teams Unclear customer input

  7. Marketing teams today are not nimble & quick.

  8. Heavy planning process

  9. Customer feedback: scattered, confused

  10. Are we delivering value?

  11. Meetings. Meetings. More Meetings.

  12. So why agile for marketing? The amount of change happening daily is astounding. Source: MBA Online

  13. Development leads the way. Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan

  14. Who needs to be on your agile marketing team? Scrummaster: removes impediments, looks out for the team, and make sureeveryone has what they need to be successful, works closely with Product Owner Product Owner: owns and manages the backlog, understands and communicates themost important customer/business needs to the team; (proxy for the customer)

  15. What will agile bring your marketing team?

  16. Close connection to customer voice

  17. Thoughtful risk-taking

  18. ABT

  19. A tight-knit, focused, collaborative team

  20. Team Communication will improve with Agile

  21. All team members will be heard

  22. The plan is built, delivered, evaluated by the team.

  23. All roles are understood.

  24. Visually communicate ideas. The power of story.

  25. Agile will impact all aspects of marketing.

  26. Exercise #1 Describe a situation where your team is struggling or can improve. How could agile practices help with planning, understanding customer need, team collaboration?

  27. How does our marketing team do agile? • Release Planning and Backlog (Product Owner) • Story types (SPIKE, OUTLINE, DRAFT, DESIGN, DEPLOY, PROMO) • Two week sprints: sprint planning, sprint review, retrospective, daily standup • Inspect and adapt; test and learn

  28. We’ve had our share of challenges. • Co-located Distributed • Understanding gap • How do we know what’s working? • Team roles (Scrummaster, Product Owner)

  29. Exercise #2 It’s 1998. We are in charge of marketing Amazon.com. Our development team has already started work on the first edition of the Web marketplace. • How will you support them using agile? • What’s the first thing you’d do? • What are the main challenges you would face? • How can you increase your chances of success?

  30. So how can you get started with agile?

  31. Leverage the experts; harness their passion.

  32. What does success mean? Themes and metrics.

  33. Start small and grow. Whiteboard.

  34. Experiment quickly and be transparent on what’s working.

  35. Thank you. Dan NadenVersionOneCommunity Manager dan.naden@versionone.com http://www.dannaden.com www.linkedin.com/in/dannaden @dnaden

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