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@andreafryrear | #IgniteB2B
Death of a
MarketerModern marketing’s troubled past and a new approach to change the future.
Search B2B marketing to download the app 3 Questions:1. How stressed are you at work?2. How many projects are you working on RIGHT NOW?3. What's the most pressing problem on YOUR marketing
team?@andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
Meet Leonard Shelby.
His memory resets every 5 minutes.
In Memento, his past is a mystery, and viewers uncover it with him.
Ok, so...what am I doing?
@andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
Let’s Play Date That Quote“Trustworthy brands are honest and transparent. They don't lie about who they are, what they are made of or how they manufacture. Transparency about their products and their values is what defines them.”
@andreafryrear | #IgniteB2B
Date That Quote“Trustworthy brands are honest and transparent. They don't lie about who they are, what they are made of or how they manufacture. Transparency about their products and their values is what defines them.”
2017
@andreafryrear | #IgniteB2B
Date That Quote“The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.”
@andreafryrear | #IgniteB2B
Date That Quote“The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.”
1915
Time to 50 million users
@andreafryrear | #IgniteB2B
Time to 50 million users
38 Years@andreafryrear | #IgniteB2B
Time to 50 million users
38 Years 13 Years@andreafryrear | #IgniteB2B
Time to 50 million users
38 Years 13 Years 1.5 Years@andreafryrear | #IgniteB2B
How stressed are marketers?13% Overly Stressed
12% Stressed to the Max
3% Not at all
35% Somewhat stressed
37% Stressed
Source: Workfront @andreafryrear | #IgniteB2B
Question #1:How stressed are you at work?
(search B2B marketing to download the app)
@andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
Role of Marketing in Firm and C-Suite
@andreafryrear | #IgniteB2B
Marketing Works Better
20%
Increased accountability across marketing function
28%
Marketing projects completed on time
26%
Marketing projects completed on budget
Source: Aprimo/Forbes @andreafryrear | #IgniteB2B
Marketers Work Better5 projects = 75% time wasted
Question #2:How many projects are you working on
RIGHT NOW?(search B2B marketing to download the app)
@andreafryrear | #IgniteB2B
Digital Transformation of the Modern Organization
@andreafryrear | #IgniteB2B
Digita
lness
of the
Worl
d
Time
Software
Software
Software
Marketing
Marketing
Marketing
Source: Hacking Marketing @andreafryrear | #IgniteB2B
Targeting High Value Sources of Growth
@andreafryrear | #IgniteB2B
80% Agile CMOs can better
prioritize the things that matter
Source: Forbes/CMG Partners @andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
Source: Forbes/CMG
Question #3:What's the most pressing problem on
YOUR marketing team?(search B2B marketing to download the app)
@andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
Source: Wrike State of Agile Marketing 2016
Visibility to the overall project status
Improved teamwork and morale
Better team alignment on priorities
Better division of work between team members
Can identify roadblocks, problems, schedule issues faster
Improved quality of work
Faster time to get things released
18% 14%
13%
13%
10%
17%
16%
@andreafryrear | #IgniteB2B
Source: Aprimo/Forbes
BENEFITS OF AGILITY27%Faster speed-to-market
23%Higher marketing metrics and KPIs
28%Marketing projects completed on time
26%Flexible approach to changing customer needs
20%Increased accountability across marketing function
20%Increased marketing collaboration
9%Faster shifts of marketing spend
21%More efficient marketing iterations
18%Increased real-time customer experience
22%Increased customer response
16%Fewer layers of marketing approval
11%Transparency of marketing spend
26%Marketing projects completed on budget
@andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
Scrum
Step 1: Understand Your Options
Kanban
Scrumban
@andreafryrear | #IgniteB2B
Option 1: Scrum
@andreafryrear | #IgniteB2B
5-7 FTEs Cross-functional
Need Protection Embrace Change@andreafryrear | #IgniteB2B
Option 2: Kanban
Workflow Visualization
12 4 2
WIP Limits
Work Item Types
Explicit Policies
@andreafryrear | #IgniteB2B
Big/Small Teams Specialized Teams
Burned Out TeamsSkeptical Orgs
Agency
@andreafryrear | #IgniteB2B
?? ?
Option 3: ScrumbanApplying Kanban systems in a Scrum context.
@andreafryrear | #IgniteB2B
Big/Small Teams
Autonomous Teams
Specialized Teams
Want an Edge
Agency
1 23
@andreafryrear | #IgniteB2B
Step 2: Start Smart
Choosing a Pilot ProgramWeak
Large
Critical
Unimportant
Strong
Small
DurationShort Long
Project Size
Business Sponsorship
Importance
Pick this project
Adapted from The Scrumban [R]evolution
Agile Marketing Rollout Adapted from SolutionsIQ
❏ Kickoff team❏ Prepare marketing
leaders to drive backlog process
❏ Training for the team
❏ Setup tools
❏ Begin team processes
❏ Deliver campaign iteration
❏ Training❏ Planning/strategy
❏ Establish good team behaviors
❏ Groom the backlog❏ Deliver campaign
iteration(s)❏ Rollout to agencies
& freelancers
❏ Quarterly strategic planning
❏ Inspect & adapt❏ Groom the backlog❏ Deliver campaign
iteration(s)
● Assessment● Intro to Agile● Marketing owner
training● Backlog
grooming● Coaching
● Process master training
● Iteration planning● Backlog
grooming● Retrospective● Coaching
● Iteration planning● Coaching● Backlog
grooming● Retrospective
● Coaching● Backlog
grooming● Retrospectives● Long term
planning
Sprint 0 Sprint 1 Sprint 2 Sprint 3+
The Agile Marketing Trojan Horse
★ Content Marketing★ SEO★ Social Media★ Email marketing★ MarTech rollout
@andreafryrear | #IgniteB2B
Step 3: Increments & Iterations
Iterations: Better Over Time
Evolution of WIP Limits@andreafryrear | #IgniteB2B
Increments: Adding Over Time
Backlog → Standups → WIP Limits@andreafryrear | #IgniteB2B
@andreafryrear | #IgniteB2B
That’s my bookThat’s me
[email protected]@andreafryrearSlides + ebook: bit.ly/igniteb2b