Agile for Marketing
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How can marketers respond to the rapidly changing marketplace today? Agile or Scrum methodology could be one of the answers. This deck describes agile and the way that the team at HubSpot uses it to make marketing fast, focused, prioritized and predictable.
![TEAM STRUCTURE
MOFU
(Middle of the Funnel)
NURTURES LEADS
EVANGELISM
DEEPENS PRODUCT
BRAND & BUZZ AWARENESS
GENERATES TOFU
BRAND (Top of the Funnel)
AWARENESS
ATTRACTS LEADS SALES
CONVERTS
LEADS TO
CUSTOMERS
MARKETEERING
(Marketing + Engineering)
BUILDS STUFF [TOOLS, APPS, ETC.]
Instead of structuring our marketing team by “function,” TO SUPPORT MARKETING GOALS
HubSpot organizes teams to reflect our sales funnel .
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Agile for Marketing
- 1. G E IL E. G A M O HO ORGO INTRODUCING MARKETING ! THE AGILE WAY.
- 2. TABLE OF CONTENTS 1 DEFINITION…………………….………....3 2 BENEFITS………………..……………….4 3 METHODOLOGY…………………………....5 4 ROLES…………………………………..6 5 KEY TERMS………………………………7 6 TEAM STRUCTURE…………………………9 7 EXAMPLE OF A USER STORY…………………11 8 STANDUP………………………………..12 9 REPORTING ……………………………...13 10 GIVE IT A TRY…………………………......14 2
- 3. DEFINITION AGŸILE -adjective Quick and well-coordinated in movement; lithe. 3
- 4. BENEFITS Unlike traditional 6-12 month marketing planning and execution cycles, Agile methodology allows the Modern Marketing Team to adapt to fast-changing market conditions, respond to immediate sales needs, and prove ROI quickly and consistently. THE AGILE WAY. FAST FOCUSED PRIORITIZED PREDICTABLE 15-30 day Sprints Each user story has a Transparency & a Daily “standup” plus make it easier to clear and distinct “points” system make the points system adapt to changing success metric. prioritization a help to identify market conditions. rational & productive blockers & eliminate conversation vs. a tug surprises effectively. of war. 4
- 5. METHODOLOGY An iterative, incremental methodology for project management often seen in agile software development, a type of software engineering. SCRUM. 30 DAYS Product Backlog Sprint Backlog Sprint Working Increment 5
- 6. ROLES SCRUM TEAM. PRODUCT OWNER (PO) TEAM Responsible for maintaining the Backlog by A cross-functional group of people responsible representing the interests of the stakeholders. for managing itself to develop the product. 6
- 7. KEY TERMS SPRINT Defined period of time in which a team commits to complete certain work output. EPIC A large effort split up into multiple related user stories. TASK/USER STORY A detailed description of a task with the stakeholders in mind. STORY POINTS Estimated level of effort a chunk of work will take. POINT SCALE Point system, used to describe task difficulty, without assigning actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…). SPRINT COMMITMENT Public meeting where teams commit to their stories for the coming sprint. SPRINT REVIEW Public meeting where teams review accomplishments and lessons from the last sprint. 7
- 8. KEY TERMS STANDUP Daily standing (literally) meeting where team members share what they worked on yesterday, their plans for today, and any ‘blocking’ items hindering their work progress. TEAM BACKLOG A prioritized list of high-level requirements. SPRINT BACKLOG A prioritized list of tasks to be completed during the sprint. SPRINT BURN DOWN Daily progress chart for a Sprint over the sprint’s length. PLANNING POKER The team estimates effort for the stories in the backlog. The PO uses estimates to prioritize & forecast stories based on velocity. IMPEDIMENT/BLOCKER Anything that prevents a team member from performing work as efficiently as possible. SUCCESS CRITERIA The exit-criteria to determine if a task is complete. 8
- 9. TEAM STRUCTURE MOFU (Middle of the Funnel) NURTURES LEADS EVANGELISM DEEPENS PRODUCT BRAND & BUZZ AWARENESS GENERATES TOFU BRAND (Top of the Funnel) AWARENESS ATTRACTS LEADS SALES CONVERTS LEADS TO CUSTOMERS MARKETEERING (Marketing + Engineering) BUILDS STUFF [TOOLS, APPS, ETC.] Instead of structuring our marketing team by “function,” TO SUPPORT MARKETING GOALS HubSpot organizes teams to reflect our sales funnel . 9 9
- 10. TEAM STRUCTURE MARKETING BOARD Hires, manages, & develops marketing teams; allocates budgets. BRAND & BUZZ TOFU MOFU EVANGELISM MARKETEERING OBJECTIVE: Generate OBJECTIVE: OBJECTIVE: OBJECTIVE: brand awareness. Attract leads. Nurture leads. Deepen product OBJECTIVE: Make stuff. awareness. T E A M A S S E T S • PR • Content • Email • Product content • Tools & apps • Brand • Co-Marketing • Landing pages • Sales training • Internal • Company Blog • Affiliate Marketing • Webinars • Customer events marketing • Events • Display • Analyst relations tech • PPC T E A M M E T R I C S • Direct & branded • Visitors • Leads • Product awareness • Traffic/downloads/ search traffic • Subscribers • Conversion rates • Lead close % users of tools & apps • PR Coverage • Downloads • Lead quality • Product buzz/PR • Marketing • Reach • Leads productivity 10 10
- 11. EXAMPLE OF A USER STORY How difficult is this task? Velocity & Measureable results. points get refined What defines ‘done’? over time. SUCCESS POINTS PRIO USER STORY OWNER CRITERIA & STATUS 1 POKERING. As a HubSpot Sales Person, I need a way to prioritize my active trials so that I can connect with prospects most likely Prototype trial alert launched, Kirsten 5 to buy. Sales feedback • Define ‘active trial’ for S32 • Create HubSpot + SFDC Report • Publish to Sales-Viewable Dashboard • Create Automated Weekly Email A specific description of a task – from the stakeholder perspective. Should start with “As a _____ (stakeholder), I want to _____ (task), so that _____ (desired result).” List specific activities, if story becomes too large, consider ways you could break it up. Ensure dependencies are noted. 11
- 12. STANDUP Each team meets for 15 minutes daily • YESTERDAY —literally standing up. • TODAY • BLOCKERS • CROSS POLLINATION 12
- 13. REPORTING Every month, teams conduct Sprint Reviews, then share what they accomplished in the last sprint and what they’re committing to for the next sprint at a company-wide “Science Fair.” 13 13
- 14. GIVE IT A TRY! Want to ensure focus, transparency, prioritization & predictability within your marketing team? GO AGILE! Give it a ‘trial run’ with a single project. Pick a single project to define, poker & execute using scrum. Use the handy Go Agile Workshop Discussion Guide provided in this kit to guide you! FIND MORE RESOURCES TO HELP YOU BUILD A MODERN MARKETING TEAM HERE: http://www.hubspot.com/modern-marketing-team-kit 14
- 15. ABOUT HUBSPOT HubSpot’s all-in-one Inbound Marketing Software helps 4500 small & medium-sized businesses generate over 500,000 leads per month. TRY HUBSPOT FREE FOR 30 DAYS! http://hubspot.com/free-trial LET’S BE FRIENDS ONLINE: blog.hubspot.com/ Twitter.com/hubspot Facebook.com/hubspot Linkedin/com/hubspot Youtube.com/hubspot flickr.com/photos/hubspot Slideshare.net/hubspot 15
- 16. THE END.