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If you want to survive in marketing, it’s time to know agile. Dan Naden If you want to survive in marketing, it’s time to know agile. Dan Naden Version. One Community Manager

Let’s get to know you. © 2012 Version. One, Inc. 2 Let’s get to know you. © 2012 Version. One, Inc. 2

There’s plenty to learn. © 2012 Version. One, Inc. 3 There’s plenty to learn. © 2012 Version. One, Inc. 3

Manage your life or it will manage you. © 2012 Version. One, Inc. 4 Manage your life or it will manage you. © 2012 Version. One, Inc. 4

My life is agile. © 2012 Version. One, Inc. 5 My life is agile. © 2012 Version. One, Inc. 5

© 2012 Version. One, Inc. 6 © 2012 Version. One, Inc. 6

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© 2012 Version. One, Inc. 8 © 2012 Version. One, Inc. 8

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© 2012 Version. One, Inc. 11 © 2012 Version. One, Inc. 11

Long req docs Siloed teams © 2012 Version. One, Inc. Unclear customer input 12 Long req docs Siloed teams © 2012 Version. One, Inc. Unclear customer input 12

Marketing teams today are not nimble & quick. © 2012 Version. One, Inc. 13 Marketing teams today are not nimble & quick. © 2012 Version. One, Inc. 13

Heavy planning process © 2012 Version. One, Inc. 14 Heavy planning process © 2012 Version. One, Inc. 14

Customer feedback: scattered, confused © 2012 Version. One, Inc. 15 Customer feedback: scattered, confused © 2012 Version. One, Inc. 15

Are we delivering value? © 2012 Version. One, Inc. 16 Are we delivering value? © 2012 Version. One, Inc. 16

Meetings. More Meetings. © 2012 Version. One, Inc. 17 Meetings. More Meetings. © 2012 Version. One, Inc. 17

So why agile for marketing? The amount of change happening daily is astounding. 294 So why agile for marketing? The amount of change happening daily is astounding. 294 Billion emails are sent. 2 Million blog posts are written. 172 Million different people on F’book. 844, 000 hours of video sent to You. Tube. 40 Million different people on Twitter. 532 Million status updates. 22 Million different people on Linked. In Source: MBA Online © 2012 Version. One, Inc. 18

Development leads the way. Individuals and interactions over processes and tools Working software over Development leads the way. Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan © 2012 Version. One, Inc. 19

Who needs to be on your agile marketing team? Scrummaster: removes impediments, looks out Who needs to be on your agile marketing team? Scrummaster: removes impediments, looks out for the team, and make sure everyone has what they need to be successful, works closely with Product Owner: owns and manages the backlog, understands and communicates the most important customer/business needs to the team; (proxy for the customer) © 2012 Version. One, Inc. 20

What will agile bring your marketing team? © 2012 Version. One, Inc. 21 What will agile bring your marketing team? © 2012 Version. One, Inc. 21

Close connection to customer voice © 2012 Version. One, Inc. 22 Close connection to customer voice © 2012 Version. One, Inc. 22

Thoughtful risk-taking © 2012 Version. One, Inc. 23 Thoughtful risk-taking © 2012 Version. One, Inc. 23

ABT © 2012 Version. One, Inc. 24 ABT © 2012 Version. One, Inc. 24

A tight-knit, focused, collaborative team © 2012 Version. One, Inc. 25 A tight-knit, focused, collaborative team © 2012 Version. One, Inc. 25

Team Communication will improve with Agile © 2012 Version. One, Inc. 26 Team Communication will improve with Agile © 2012 Version. One, Inc. 26

All team members will be heard © 2012 Version. One, Inc. 27 All team members will be heard © 2012 Version. One, Inc. 27

The plan is built, delivered, evaluated by the team. © 2012 Version. One, Inc. The plan is built, delivered, evaluated by the team. © 2012 Version. One, Inc. 28

All roles are understood. © 2012 Version. One, Inc. 29 All roles are understood. © 2012 Version. One, Inc. 29

Visually communicate ideas. The power of story. © 2012 Version. One, Inc. 30 Visually communicate ideas. The power of story. © 2012 Version. One, Inc. 30

Agile will impact all aspects of marketing. © 2012 Version. One, Inc. 31 Agile will impact all aspects of marketing. © 2012 Version. One, Inc. 31

Exercise #1 Describe a situation where your team is struggling or can improve. How Exercise #1 Describe a situation where your team is struggling or can improve. How could agile practices help with planning, understanding customer need, team collaboration? © 2012 Version. One, Inc. 32

How does our marketing team do agile? • Release Planning and Backlog (Product Owner) How does our marketing team do agile? • Release Planning and Backlog (Product Owner) • Story types (SPIKE, OUTLINE, DRAFT, DESIGN, DEPLOY, PROMO) • Two week sprints: sprint planning, sprint review, retrospective, daily standup • Inspect and adapt; test and learn © 2012 Version. One, Inc. 33

We’ve had our share of challenges. • • Co-located Distributed Understanding gap How do We’ve had our share of challenges. • • Co-located Distributed Understanding gap How do we know what’s working? Team roles (Scrummaster, Product Owner) © 2012 Version. One, Inc. 34

© 2012 Version. One, Inc. 35 © 2012 Version. One, Inc. 35

Exercise #2 It’s 1998. We are in charge of marketing Amazon. com. Our development Exercise #2 It’s 1998. We are in charge of marketing Amazon. com. Our development team has already started work on the first edition of the Web marketplace. • • How will you support them using agile? What’s the first thing you’d do? What are the main challenges you would face? How can you increase your chances of success? © 2012 Version. One, Inc. 36

So how can you get started with agile? © 2012 Version. One, Inc. 37 So how can you get started with agile? © 2012 Version. One, Inc. 37

Leverage the experts; harness their passion. © 2012 Version. One, Inc. 38 Leverage the experts; harness their passion. © 2012 Version. One, Inc. 38

What does success mean? Themes and metrics. © 2012 Version. One, Inc. 39 What does success mean? Themes and metrics. © 2012 Version. One, Inc. 39

Start small and grow. Whiteboard. © 2012 Version. One, Inc. 40 Start small and grow. Whiteboard. © 2012 Version. One, Inc. 40

Experiment quickly and be transparent on what’s working. © 2012 Version. One, Inc. 41 Experiment quickly and be transparent on what’s working. © 2012 Version. One, Inc. 41

Thank you. Dan Naden Version. One Community Manager dan. naden@versionone. com http: //www. dannaden. Thank you. Dan Naden Version. One Community Manager dan. naden@versionone. com http: //www. dannaden. com www. linkedin. com/in/dannaden @dnaden © 2012 Version. One, Inc. 42