Using agile development methodologies in marketing is becoming more prevalent. This presentation defines scrum and describes how it's used in practice at HubSpot to gain greater transparency, manage prioritization better and achieve more predictability in our marketing efforts.
Cheap Rate Call Girls In Noida Sector 62 Metro 959961äš3876
Â
Marketing the Agile Way - Applying Scrum Outside of Develoment
1. Marketing the Agile Way
Applying Scrum Outside of Development
Kirsten Knipp, Director of Product Marketing
@kirstenpetra
2. The next 45 minutes âŚ
⢠What is Scrum / Agile?
⢠Why & how does HubSpot apply Agile
in marketing?
⢠Workshop it for your organization!
3. ⢠Waterfall ⌠big project .. .issues âŚ
⢠Not flexible
⢠Long Lead Times
Scope creep
⢠Cannot shift to market
⢠Black box
Black Box
Inflexible
3
6. What does Wikipedia say?
Scrum is an iterative, incremental methodology for project management often seen
in agile software development, a type of software engineering.
Although Scrum was intended for management of software development projects, it
can be used to run software maintenance teams, or as a general project/program
management approach.
6
7. Your Scrum Glossary âŚadapted for marketing âŚ
Roles
⢠Scrum Team: Product Owner, ScrumMaster & Team
⢠Product Owner (PO): Responsible for maintaining the
Backlog by representing the interests of the stakeholders.
⢠Scrum Master: The person responsible for the Scrum
process & implementing properly.
⢠Team: A cross-functional group of people responsible for
managing itself to develop the product.
7
8. Scrum Glossary contâd âŚadapted for marketing âŚ
Activities & Artifacts
⢠Team Backlog: A prioritized list of high level requirements.
⢠Sprint: A time period (typically 2â4 weeks) in which work occurs on a set of
backlog items that the Team has committed.
⢠Sprint Backlog: A prioritized list of tasks to be completed during the sprint.
⢠Epic: A large effort split up into multiple related user stories.
⢠User Story: A detailed description of a task with the stakeholders in mind.
⢠Sprint Burn Down: Daily progress chart for a Sprint over the sprintâs
length.
⢠Impediment/Blocker: Anything that prevents a team member from
performing work as efficiently as possible.
⢠Planning Poker: The team estimates effort for the stories in the backlog.
The PO uses estimates to prioritize & forecast stories based on velocity.
⢠Point Scale: Point system, used to describe task difficulty, without assigning
actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8âŚ).
⢠Success Criteria: The exit-criteria to determine if a task is complete.
8
9. Agile Marketing @HubSpot
Marketing Leadership
Macro Goals: Lead Gen, Conversion & Brand
TOFU MOFU
Services
Middle of Marketplace
Top of the Funnel the Funnel
Biweekly / Monthly Sprints â Syncâd with Dev & Sales
9
14. Anatomy of a User Story
Measureable results.
What defines âdoneâ?
Success Points
Prio User Story Owner
Criteria & Status
1 As a HubSpot Sales Person, I need a way Prototype Kirsten 5
to prioritize my active trials so that I can trial alert
connect with prospects most likely to buy. launched,
⢠Define âactive trialâ Sales
⢠Create HubSpot + SFDC Report feedback
⢠Publish to Sales-Viewable Dashboard for S32
⢠Create Automated Weekly Email How difficult is this
task? Velocity &
A specific description of a task â from the points get refined
stakeholder perspective. Should start with over time.
âAs 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.
14
15. How we standup âŚ
15 Minutes Daily
⢠Yesterday
⢠Today
⢠Blockers
⢠Cross Pollination
15
16. How we report out âŚ
Monthly Science Fair
Sprint Review
Sprint Commit
Check it out!
16
17. MOFU: S30
Stories Points MOFU Webinars
Planned 190 â˘5 Mary Group Demos
Deferred 9 â˘Managed Ollie Group Demos
Incomplete 10 â˘Launched 1st Group Trial Call
Bonus 10 Lead Nurturing to Drive Trials
Completed 181 Countdown to 2011 Campaign
3000+ Free Trials!
Engaging with more
content
18. Content Creation! 10 Blogs, 2 Case Studies & More
10 MOFU Blog Posts with 11,000+ Page Views!
2011 Revenue Goals: How Much Traffic Do You Need to Succeed?
Final Prize! Play to Win an iPod Touch with Marketing Surprises
3 Metrics to Prove to Your Boss That Social Media Marketing is Working
Win Marketing Prizes in @HubSpot's Countdown to 2011
4 Metrics to Measure Your Best Leads
3 Reasons Landing Pages Should be Free
What is a 301 Redirect and Why Should You Care?
4 Ways to Segment Your Best Leads
6 Key Pieces of Lead Intelligence
5 Marketing Graphs to Send Your CMO Every Month
18
20. Local HUGs Alpha Site + 2011 Venue Narrowed
#1 for HubSpot
Late September Mid August
20
21. What do we get âŚ
Transparency
Prioritization
Predictability
21
22. How could you apply agile?
⢠Audit a dev scrum team at your company âŚ
⢠Pick one project to define, poker & execute using scrum
⢠Draft a team to go agile for a few months
⢠Get the whole organization using agile
Workshop It! Cheatsheat provided âŚ
⢠Groups of 3-5
⢠Pick a project or team
⢠Define a user story & success criteria
⢠Discuss how youâd start evaluating points
⢠How would you execute?
⢠What cultural barriers might you encounter?
⢠Could this increase transparency?
⢠Could this help you prioritize?
⢠Could this improve predictability?
22