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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BMA and Agile Marketing
Dave Lloyd, Adobe

Dave Lloyd
Senior 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
@davelloyd1
http://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 Fixes
Immediate Gratification
Limit Big Problems
Always 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
FirmLoose
Stakeholder Commitment

My team’s basic Agile methodology
Benefits
• Adaptable
• Collaborative
• Accountable
• Organized
• Celebrate Quick
Wins Weekly
Twice-weekly “stand up” meetings
1. 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 weeks
Scope 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/

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

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