AGILE MARKETING: HOW TO RUN A MARKETING TEAM LIKE A STARTUP

Ellie Mirman

WHAT IS AGILE?

AGILE adj. quick and well-coordinated in movement

Agile

Software

Development

Bringing agile

from Engineering

to Marketing

WHY AGILE?

Agile is FAST.

15-30 day sprints

make it easier to

adapt to changing

market conditions.

108,000+

downloads

Agile is FOCUSED.

Each user story has

a clear and distinct

success metric.

Image credit: epsos

Agile is PRIORITIZED.

Transparency &

“points” system make

prioritization a rational &

productive conversation

vs. tug of war.

Available: 16 pts

Project A (8 pts)

Project B (3 pts)

Project C (5 pts)

Project D (2 pts)

Project E (5 pts)

Agile is PREDICTABLE.

Daily “standup” plus

the points system help

to identify blockers &

eliminate surprises

effectively.

Sprint Progress

Sprint time complete: 60%

Projects complete: 40%

HOW?

The Scrum Process

Backlog

Sprint

Workable Increment

The Scrum Team

The Backlog

Example User Story

Planning Poker

Public Commitment

Daily Standup

Sprint Reporting

Glossary

• Sprint: Defined period of time in which a team commits to complete certain work output.

• Epic: A large effort split into multiple user stories.

• User story: A detailed description of a task with stakeholders in mind.

• Story points: Estimated level of effort a user story will take.

• Blocker: Anything that prevents a team member from performing work.

• Success criteria: Criteria used to determine if a user story is complete.

• Backlog: A prioritized list of projects.

• Sprint burndown chart: Daily progress chart for a sprint.

• Sprint commitment: Public meeting where teams commit to stories for the coming sprint.

• Plannning poker: Meeting where the team estimates the effort for stories in the backlog. Used to determine how many projects to commit.

• Standup: Daily standing meeting where team members share what they worked on yesterday, their plans for today, and blockers.

• Sprint review: Public meeting where teams review the completed sprint.

6 REASONS AGILE MARKETERS WIN

agile marketers publish more content

1

agile marketers can newsjack

2

agile marketers can jump on social media

Image credit: cerasaragirl

3

HubSpot’s social media policy:

Use good judgment.

agile marketers make quick, data-driven decisions

4

Image credit: seeminglee

agile marketers run tests every day

5

agile marketers fail fast and learn often

6

Agile Marketers Win.

• Fast, Focused, Prioritized, Predictable

• More content, buzz, action, testing, learning,

results

Build a Modern Marketing Team:

http://www.hubspot.com/modern-marketing-team-kit

THANK YOU Ellie Mirman

@ellieeille

www.EllieMirman.com