agile marketing with svama & wic - dave lloyd, adobe
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SVAMA & WICAgile MarketingDave Lloyd, Adobe
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
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/
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
"Business has only two basic functions: marketing and innovation.“ – Peter Drucker
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2nd Law of Thermodynamics
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Over time, all systems naturally move toward chaos.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Common Pain Points in Organizations
Don’t know the strategy
Not moving fast enough
Not aligned and on the same page
Not improving efficiency
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agile is a proven & repeatable process
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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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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?
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Maturity model for Agile Marketing adoption
Modified Agile (Kanban)• Weekly Scrum meetings• Consistent Sprints • Shared accountability• Optional daily stand-ups• Optional user stories
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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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#1: Quarterly Project Planning (Be Agile or Be Tactical)
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CHALLENGE 200+ major projects on the SEO team’s project list Difficult to determine which projects are a priority High task & people dependency Multiple tools being used to manage projects within the same team
SOLUTION Quarterly half-day planning meetings – to prioritize projects Weekly Sprint planning meetings – to discuss tasks completed, next steps, obstacles Standardized project templates for large SEO projects Usage of project management tools (i.e. Acrobat.com, AtTask)
BENEFITS Completed 183 projects based on Revenue Impact & Team Priority Easier to justify project priority with Stakeholders Management insight into timeline & resource management Quicker project planning – due to standardized project planning templates & tools
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#2: Domain Migration (Be Agile or Be Overwhelmed)
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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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#3: Product Launch Planning (Be Agile or Be Behind)
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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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#4: Consistent Site Testing (Be Agile or Be Traditional)
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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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Takeaways
Carve out time with team(s) to generate a shared project list
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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 first with Agile principles –then broader stakeholders
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Resources for getting started in Agile in Marketing
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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/
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
Dave LloydSenior Manager, Global Search Marketing
Thank you!
@davelloyd1slideshare.net/dalloyd
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Your features will be communicated as stories.
There is protagonist:
End user (most of the time) or stakeholder
The protagonist has a problem = “I need to find a product’s help manual on a website ….
And it specifies the benefit of the solution “…. so I’m not ignorant and waste time learning on my own”
Users stories should focus on the need and solution for the end user.
"As a <role>, I want <goal/desire> so that <benefit>"
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Users Stories
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Waterflow is Chronological Steps
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Repeated Cycles, “Iterative” Development
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Backlog Sprint Backlog
Sprint
Daily Scrum Meeting or “Standup” for 15
minutes
QA testing and Regression Testing
Post-Launch QA
Testing
What happens before things hit the Product Backlog is CRUCIAL
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Product Owner
Product Manager,Product Owner,UX, SEO, Writers
Developers, Scrummasters,
Product OwnersDelivery Managers
Developers, Scrummasters,
Delivery Managers
QA Testers
Product Owner, Delivery
Managers
QA Testers