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Creating an Agile, Data-Driven Marketing Team
Ellie Mirman
VP Marketing, Toast
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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 WHATYOU 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 GoalsSpecificMeasurableAttainableRealisticTimeframe
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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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7 THINGS 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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4 VISUAL 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 OWNERResponsible for maintaining the backlog and representing the interests of various stakeholders.
TEAMA cross-functional group of people responsible for managing itself to develop the product.
SCRUM MASTERTasked 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. CommitmentWins Losses Lessons
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4 KEY 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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3 KEY DISADVANTAGESOF 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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6 KEY 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 GROOMINGThings 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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SPECIALIZATIONWhile 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 | @ELLIEEILLEELLIEMIRMAN.COM/INBOUND15