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Creating an Agile, Data-
Driven Marketing Team
Ellie Mirman
VP Marketing, Toast

2. 1.Measuring & Analyzing Marketing
2.Communicating & Presenting with Data
3.Operating an Agile Marketing Team
4.Managing an Agile, Data-Driven Marketing Team
AGENDA

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1 MEASURING & ANALYZING
MARKETING

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“YOU CAN’T MANAGE WHAT
YOU DON’T MEASURE.”

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DATA IS A TOOL

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Align with Key Goals
Align Marketing with one
of the company’s main
goals: building the
product or selling it.

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Work Backwards
Use historic conversion
rates to back into
marketing goals.
Goal: 100 new customers
50% average opportunity close rate
= 200 opportunities
40% average lead conversion rate
= 500 new leads

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Set SMART Goals
Specific
Measurable
Attainable
Realistic
Timeframe

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Keep it Simple
Choose simple and clear
metrics. There should be a
direct path from your goal to
the company’s.

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1. DID WE HIT OUR GOALS?
2. WHY OR WHY NOT?
TWO KINDS OF ANALYSIS

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DID WE HIT OUR GOALS?

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WHY OR WHY NOT?

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FOCUS ON THE QUESTION
Which channels should we invest in?
Which programs should we cut?
What can we learn from the most effective programs to apply to others?

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ACTIVE VS. PASSIVE ANALYSIS
VS.

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TOOLS & DATA HYGIENE
only matter as far as they help you
get an answer to your question.
FOCUS ON TRENDS

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2 COMMUNICATING &
PRESENTING WITH DATA

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DATA IS A UNVERSAL LANGUAGE

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USE DATA TO FOCUS & PRIORITIZE

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7THINGS MARKETERS
DO WRONG WHEN
COMMUNICATING
RESULTS TO THEIR CEO

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#1
NOT SHOWING METRICS

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#2
GETTING INTO THE
WEEDS

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#3
NOT DRAWING
CONCLUSIONS

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#4
NOT FOCUSING ON THE
RIGHT METRICS

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#5
SHOWING TOO MUCH

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#6
NOT ANTICIPATING
QUESTIONS

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#7
TAKING TOO LONG TO
GET TO THE POINT

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4VISUAL PRESENTATION TIPS
FOR COMMUNICATING
WITH DATA

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#1
NO MORE PIE CHARTS
SOURCE: CHANDOO.ORG

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#2
CUT OUT THE
DISTRACTIONS
0
20
40
60
80
100
120
140
160
180
Month 1 Month 2 Month 3 Month 4 Month 5
EXAMPLE CHART

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#3
HIGHLIGHT YOUR POINT
0
100
200
300
400
Month 1 Month 2 Month 3 Month 4 Month 5
LEADS BY CHANNEL
ORGANIC SEARCH EMAIL MARKETING PAID MEDIA
SPIKE IN LEADS
DUE TO LARGE PAID
MEDIA CAMPAIGN

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#4
USE EXPECTED
STANDARDS
0 100 200 300 400 500 600
Channel 5
Channel 4
Channel 3
Channel 2
Channel 1
Leads by Channel This Quarter

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#4
USE EXPECTED
STANDARDS
0
50
100
150
200
Month 1 Month 2 Month 3 Month 4 Month 5
Leads by Month

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#4
USE EXPECTED
STANDARDS
0%
10%
20%
30%
0
50
100
150
200
Month 1 Month 2 Month 3 Month 4 Month 5
Leads by Month with Conversion Rate
Leads Conversion Rate

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3 OPERATING AN AGILE
MARKETING TEAM

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AGILE adj.
quick and well-coordinated
movement

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SCRUM PROCESS
Backlog
Sprint
Workable
Increment

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SCRUM TEAM
PRODUCT OWNER
Responsible for maintaining
the backlog and representing
the interests of various
stakeholders.
TEAM
A cross-functional group of
people responsible for managing
itself to develop the product.
SCRUM MASTER
Tasked with keeping the team
on track to reach its sprint
goals, removing blockers and
helping with coordination.

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BACKLOG
Prioritized list
of upcoming
projects

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USER STORY
PRIORITY USER STORY SUCCESS CRITERIA OWNER POINTS
List stories
in order of
priority (1,
2, 3, etc.).
A specific description of the task,
written in the form of the benefit
to the stakeholder. e.g. “As a ___
(stakeholder), I want to ___
(task), so that I can ___ (desired
result).”
• List out the details ahead of
time,
• Thinking through each step
necessary
Note the measurable
result, so that you know
when the story is
officially completed.
Name the
people on
the
project.
Points
are a
measure
of the
project
difficulty.

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PLANNING POKER
0 ½ 1 2 3
5 8 13 20 40

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PUBLIC COMMITMENT

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DAILY STANDUP

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SPRINT REPORTING

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SPRINT REVIEW
 Execution vs. Commitment
 Wins
 Losses
 Lessons

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4KEY ADVANTAGES OF
AGILE MARKETING

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MOVE FAST

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STAY FOCUSED

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PRIORITIZE CLEARLY

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PREDICT RESULTS

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3KEY DISADVANTAGES
OF THE AGILE METHOD

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OVERHEAD
Cut down on it. Meetings,
planning, reporting.
Consider the impact of
sprint cycle length, too.

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SHORT-TERM
Having trouble combining
agile and large-scale
projects? Break them down
into small chunks.

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CULTURE SHOCK
Team not used to agile?
Introduce it slowly – first
sprint commitment, then
planning poker, etc.

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6KEY STEPS TO ADAPT AGILE
FOR MARKETING TEAMS

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SPRINT CYCLE
Choose a sprint cycle tied to
company cycles (e.g. sales
quotas, product
development sprints).

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LIGHT GROOMING
Things change too quickly to
have a fully flushed out
backlog. But light grooming will
allow you move faster when
you’re ready to take on new
projects.

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EXTRA REPORTING
Skip the pieces that don’t
resonate with your team
– points, burndown, etc.

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RETROSPECTIVE
Keep the end-of-sprint
review, with the
opportunity for everyone
to self-evaluate.

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SIMPLE TOOLS
You don’t need fancy
tools to implement agile
– try Google Docs, Trello,
or Asana.

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SPECIALIZATION
While cross-training allows
anyone to take on top
projects, it’s helpful to have
different specialties
represented on the team.

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4 MANAGING AN AGILE,
DATA-DRIVEN TEAM

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HIRING
SCREENING RESUMES:
 Results
 Growth
 Initiative & Leadership
 Commitment & Resilience

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HIRING
INTERVIEW TIPS:
 Past examples
 Thought process
 Open-ended questions

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“How did you measure success in your last role?”
“Tell me about something you weren’t good at when you started your role
and how you improved.”
“Tell me about a time you didn’t hit a goal and what you did about it.”
Example Interview Questions

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TRAINING
EMPLOYEE TRAINING:
 Data Analysis
 Presentation Skills
 Professional Development

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Team Culture: Reviewing Metrics

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Team Culture: Planning

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Team Culture: Goals and Purpose

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1. SET SMART GOALS BASED ON COMPANY PRIORITIES
2. ANALYSIS, TOO, SHOULD HAVE A PURPOSE
3. USE DATA TO COMMUNICATE CLEARLY ACROSS THE COMPANY
4. SIMPLE DATA, SIMPLE PRESENTATIONS WIN
5. AGILE MARKETING HELPS YOU MOVE FAST & STAY FOCUSED
6. ADAPT THE AGILE METHODOLOGY TO KEEP WHAT HELPS YOU
7. HIRE FOR AND REINFORCE THE AGILE, DATA-DRIVEN APPROACH
LET’S RECAP

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THANK YOU
ELLIE MIRMAN | @ELLIEEILLE
ELLIEMIRMAN.COM/INBOUND15