If you want to survive in marketing, it’s time to know agile. Dan Naden VersionOne Community...
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Transcript of If you want to survive in marketing, it’s time to know agile. Dan Naden VersionOne Community...
© 2012 VersionOne, Inc. 18
So why agile for marketing?
294 Billion emails are sent.
2 Million blog posts are written.
172 Million different people on F’book.
532 Million status updates.
844,000 hours of video sent to YouTube.
40 Million different people on Twitter.
22 Million different people on LinkedIn
The amount of change happening daily is astounding.
Source: MBA Online
© 2012 VersionOne, Inc. 19
Development leads the way.
Individuals and interactionsover processes and tools
Working softwareover comprehensive documentation
Customer collaborationover contract negotiation
Responding to changeover following a plan
© 2012 VersionOne, Inc. 20
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)
© 2012 VersionOne, Inc. 32
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?
© 2012 VersionOne, Inc. 33
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
© 2012 VersionOne, Inc. 34
We’ve had our share of challenges.
• Co-located Distributed• Understanding gap• How do we know what’s working?• Team roles (Scrummaster, Product Owner)
© 2012 VersionOne, Inc. 36
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?
© 2012 VersionOne, Inc. 42
Thank you.
Dan NadenVersionOneCommunity Manager
[email protected]://www.dannaden.comwww.linkedin.com/in/dannaden@dnaden