Nor Cal Business Marketing Association (BMA) presentation on Agile Marketing

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

BMA and Agile MarketingDave Lloyd, Adobe


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/


Digital is everywhere and offline is becoming the exception not the rule

67% of the buyer’s journey is online

How did you shop on black Friday?

Awareness Consideration Intent Decision


The marketer’s dilemma

Brands have struggled to achieve success with organic and content marketing

“Are we leaving $$$ on the table?”

Traffic

Conversions

Revenue

ROI

“Where should we spend our time?”


Common Pain Points in Organizations

Don’t know the strategy

Not moving fast enough

Not aligned and on the same page

Not improving efficiency


2nd Law of Thermodynamics

Over time, all systems naturally move toward chaos.


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


Agile is a proven & repeatable process

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


Maturity model for Agile Marketing adoption

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

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


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?


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

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


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

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: Consistent Site Testing (Be Agile or Be Traditional)

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


#4: Cross-team Website Improvements (Be Agile or Be Fractured)

CHALLENGE Urgent need to make quick changes to improve website performance, across multiple teams

SOLUTION Initial meeting to understand the scope of problem and key players hybrid Scrum model employed using Backlog, Weekly Sprint, Product Owner, ScrumMaster

BENEFITS All are on the same page with clear communication Regular bi-weekly updates without too many meetings


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


Key Takeaways

Carve out time with team(s) to generate a shared project list – weekly or bi-weekly

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 with Agile principles –then broader stakeholders



Resources for getting started in Agile in Marketing

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/

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

Dave LloydSenior Manager, Global Search Marketing

Thank you!

@davelloyd1slideshare.net/dalloyd


Date post:	19-Jan-2017
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Nor Cal Business Marketing Association (BMA) presentation on Agile Marketing

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