Agile Marketing with SVAMA & WIC - Dave Lloyd, Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SVAMA & WICAgile MarketingDave Lloyd, Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Dave LloydSenior Manager, Global Search Marketing

Global team delivering Organic, Site Search, and App Store Optimization strategies for all Adobe products

Team charter • Deliver industry best practices• Drive KPI-focused results• Align with Marketing Cloud product teams

@davelloyd1http://blogs.adobe.com/digitalmarketing/author/dave-lloyd/


"Business has only two basic functions: marketing and innovation.“ – Peter Drucker

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2nd Law of Thermodynamics

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Over time, all systems naturally move toward chaos.


Common Pain Points in Organizations

Don’t know the strategy

Not moving fast enough

Not aligned and on the same page

Not improving efficiency

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Agile is a proven & repeatable process

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Being Customer Centric INSPIRES Product Vision &

Sustainable Project Plan

Teams EXECUTE & ITERATE on simple, short, and incremental Sprints (2

weeks)

Sprint Learnings & Customer Feedback INFORM next Sprint

deliverables

Project Plan REQUIRES Agile-aligned Lean Teams

Quick FixesImmediate GratificationLimit Big ProblemsAlways be WIPing


My team’s basic Agile methodology

Benefits• Adaptable• Collaborative• Accountable• Organized• Celebrate Quick

Wins Weekly

Twice-weekly “stand up” meetings1. what you did? 2. what you’re doing? 3. challenges?


Maturity model for Agile Marketing adoption

Modified Agile (Kanban)• Weekly Scrum meetings• Consistent Sprints • Shared accountability• Optional daily stand-ups• Optional user stories

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Agile Methodology (Scrum)

• Full stakeholder alignment

• ScrumMaster leads daily stand-ups

• Stakeholder feedback loop

• Consistently prioritized Backlog

Basic Project Management

• Clear goals

• Defined owners

• Agreed on deliverable dates

Integrated Project Management (Waterfall)

• Shared ownership & KPIs

• Regular meetings

• Getting Things Done mentality between groups

FirmLooseStakeholder Commitment


#1: Quarterly Project Planning (Be Agile or Be Tactical)

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CHALLENGE 200+ major projects on the SEO team’s project list Difficult to determine which projects are a priority High task & people dependency Multiple tools being used to manage projects within the same team

SOLUTION Quarterly half-day planning meetings – to prioritize projects Weekly Sprint planning meetings – to discuss tasks completed, next steps, obstacles Standardized project templates for large SEO projects Usage of project management tools (i.e. Acrobat.com, AtTask)

BENEFITS Completed 183 projects based on Revenue Impact & Team Priority Easier to justify project priority with Stakeholders Management insight into timeline & resource management Quicker project planning – due to standardized project planning templates & tools


#2: Domain Migration (Be Agile or Be Overwhelmed)

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CHALLENGE Executive Directive Migrate 15 Acquired-Company Domains 6 Months

SOLUTION Dedicated cross-functional team Sprints every 2 weeks Continued learning & agility Used shared real-time platform

BENEFITS Every SEO best practice incorporated Aligned to CEO & CMO vision On time & under budget


#3: Product Launch Planning (Be Agile or Be Behind)

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CHALLENGE Product Launch 73 unique SEO projects

SOLUTION

List and categorize all projects Prioritize projects (each team member prioritizes by assigning a 1, 2, or 3) Revenue Impact (each team member has input into each project – High, Med, Low) Impact (each team member categorizes each project by Impact – High, Med, Low) Each project categorized by size (i.e. XL, L, M, S) Assign Owners & Completion Date to each project

Highest prioritized projects are transferred into smaller project plans.These are broken into tasks that are reviewed in weekly sprint planning meetings

BENEFITS Hyper-responsive to frequent content updates & review cycles Excellent results aligned to BU goals Retrospective/Post-Mortem – what worked, what didn’t, what’s applicable to future


#4: Consistent Site Testing (Be Agile or Be Traditional)

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CHALLENGE Consistent website testing for revenue-impacting digital assets (e.g. headlines, link

placement, promo pricing , asset location, CTA button color, comparison charts, etc.)

SOLUTION Using Adobe Target, a Targeting and Optimization team runs iterative global website tests

for targeting and optimization Communication to stakeholders on an intranet blog includes Start and End Date,

Hypothesis, Methodology, Primary Success Metrics, Dependencies, & Success Metrics Tests run until pre-calculated visitor and conversion sample sizes are met

BENEFITS Testing Center of Excellence creates a culture of optimization Statistically significant tests are maintained in market


Building Agility into Marketing

Customer-responsive platforms Omni-channel focus Shorter marketing campaigns Constant measuring and adapting to focus on ROI Consider training as a Certified ScrumMaster (CSM) or Certified Product (CSPO) Maximize real work to be done not “work” so that progress is measured in

Experiences launched Assemble cross-functional teams Maintain a bias toward action Be data-driven


Watch out for…

Perfection or over-complicating It doesn’t have to be perfect, it just has to get started

DO NOT boil the organizational ocean Execute first on your team – stakeholder alignment is not critical at first

Ineffective process Must have: Scrum meetings and Sprint deadlines Daily stand-up - critical for complete visibility, not always realistic

Constant sprinting without a pause every 2 weeksScope creep New requests & requirements are added to the bottom of the queue for

reconsideration, based on value of User Stories to top KPIs

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Key Takeaways

Carve out time with team(s) to generate a shared project list

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To move away from Waterfall Marketing , Agile gravitates toward collaboration, speed, and cultures of optimization

Commit to overcome project entropy

Innovate on your immediate team first with Agile principles –then broader stakeholders


Resources for getting started in Agile in Marketing

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http://agilemarketingmanifesto.org/

http://agilemanifesto.org/principles.html

http://agilemarketing.net/

https://www.valtech.com/services/the-agile-marketing-way/

http://blogs.gartner.com/jake-sorofman/agile-isnt-just-for-geeks-anymore/

http://chiefmartec.com/2012/06/everything-is-marketing-everyone-must-be-agile/

http://www.slideshare.net/openmk/marketing-automation-goes-agile

https://www.scrumalliance.org/

https://www.valtech.com/siteassets/services/agile_marketing.pdf



https://www.valtech.com/services/the-agile-marketing-way/

http://blogs.gartner.com/jake-sorofman/agile-isnt-just-for-geeks-anymore/

http://chiefmartec.com/2012/06/everything-is-marketing-everyone-must-be-agile/

http://www.slideshare.net/openmk/marketing-automation-goes-agile

https://www.scrumalliance.org/


Your features will be communicated as stories.

There is protagonist:

End user (most of the time) or stakeholder

The protagonist has a problem = “I need to find a product’s help manual on a website ….

And it specifies the benefit of the solution “…. so I’m not ignorant and waste time learning on my own”

Users stories should focus on the need and solution for the end user.

"As a <role>, I want <goal/desire> so that <benefit>"

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Users Stories


Waterflow is Chronological Steps


Repeated Cycles, “Iterative” Development


Backlog Sprint Backlog

Sprint

Daily Scrum Meeting or “Standup” for 15

minutes

QA testing and Regression Testing

Post-Launch QA

Testing

What happens before things hit the Product Backlog is CRUCIAL


Product Owner

Product Manager,Product Owner,UX, SEO, Writers

Developers, Scrummasters,

Product OwnersDelivery Managers

Developers, Scrummasters,

Delivery Managers

QA Testers

Product Owner, Delivery

Managers

QA Testers


Scope Set

Wireframes & Designs Created

Features Defined

Requirements Documented as User

Stories

Agile Marketing with SVAMA & WIC - Dave Lloyd, Adobe

Marketing

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