Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Introduction 04
stage
1 Understand Agile Marketing 08
stage
2 Organize Your Tasks 13
stage
3 Plan Your Sprint 16
stage
4 Agile Management 19
stage
5 Sprint Review 23
stage
6 Automate Agile Marketing 26
About 28
AGILE MARKETING
Framework
Click the buttons below to access all related
Leverage the framework below to quickly training, tools, templates, and other resources.
empower your organization’s agile marketing strategy.
Introduction
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Understand Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Agile Marketing Tasks Management Marketing
Introduction
1 Validated learning over opinions and conventions Deliver marketing programs frequently, from a couple of weeks to a
couple of months, with a preference to the shorter timescale.
2 Customer focused collaboration over silos and hierarchy Great marketing requires close alignment with the business people,
sales and development.
3 Adaptive and iterative campaigns over Big-Bang campaigns
Build marketing programs around motivated individuals. Give them the
4 The process of customer discovery over static prediction environment and support they need, and trust them to get the job done.
Learning, through the build-measure-learn feedback loop, is the
5 Flexible vs. rigid planning primary measure of progress.
Sustainable marketing requires you to keep a constant pace and
6 Responding to change over following a plan
pipeline.
7 Many small experiments over a few large bets Don’t be afraid to fail; just don’t fail the same way twice.
Continuous attention to marketing fundamentals and good design
enhances agility.
Simplicity is essential.
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Agile Marketing Tasks Management Marketing
Introduction
The power of Agile Marketing lies in it’s ability to respond quickly to what-
ever is happening in the market, and support teams in prioritizing their
projects so they can deliver fast and relevant campaigns.
For example, during the 2013 Super Bowl there was a blackout, and
savvy marketers, including the team at Oreo Cookies (Figure 1), quickly
responded on Twitter knowing the whole world was watching and talking
about this event.
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Understand Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Agile Marketing Tasks Management Marketing
Introduction
Glossary of Terms
Before we review how Agile Marketing works, please review this glos-
sary of terms to begin to become familiar with the terminology used when
working with an Agile management process.
Sprint: A specific length of time in which a team commits to complete Point Scale: Point system describing the difficulty of a task, instead of
a project. using hours.
Sprint Burn Down: A daily progress tracking chart for the duration of Impediment or Blocker: Something that is preventing the teams
the sprint. efficiency.
Sprint Backlog: A prioritized list of responsibilities to be achieved Sprint Review: Team meeting where successes/lessons are shared
during a sprint. from last sprint.
Product Backlog: A list of features/tasks that the team will add to Standup or Scrum: Team meets about yesterdays work, todays plans
future sprints. and ‘blockers’.
Task or User Story: Description of desired outcome from stakeholders Scrum master: The person responsible for sprint planning, reviews
perspective. and meetings.
Success Criteria: What must be achieved to declare a task complete. Kanban: A highly adaptable productivity approach for visually plan-
ning as a team.
Story Points: An estimated amount of effort a specific amount of work
will take.
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AGILE MARKETING
STAGE 1
STEP 1
Understand How Agile Marketing Works
In Agile Marketing, teams use Sprints (which are short focused Over the course of the Sprint, tasks are achieved which
periods of defined work) to get things done. incrementally improves the project (or in many cases a piece
of software), and with daily Standup meetings to ensure
These Sprints are planned as a team, and consist of multiple
collaboration.
tasks (also known as User Stories) which are required to be
completed for the Sprint to be successful. The entire team must
work together to help each other achieve a successful end FIGURE 2: THE SCRUM PROJECT MANAGEMENT METHOD
result for every Sprint. (Lakeworks)
24h
This means collaborating with other team members who may
be focusing and ‘owning’ a specific task or user story, to help
30 DAYS
them achieve the results required. Failure of a Sprint is the
entire teams responsibility.
Sprints are usually 1-4 weeks long, and anything that is too large
of a project will get broken down into smaller more digestible Product Sprint Working increment
Sprint
Backlog Backlog of the software
chunks, over the course of several Sprints. The concept of Sprints
comes directly from a popular methodology known as SCRUM.
After each Sprint, the team measures impact both good and bad
The SCRUM process (Figure 2) itself is continuous. It starts and does a Sprint Review and Retrospective, to ensure mistakes
with sprint planning, which takes tasks, or user stories, from the are not repeated. Agile embraces failure as part of the learning
product backlog, and places them into the Sprint backlog. process, and leverages these insights in the next Sprint.
AGILE MARKETING 9
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Introduction
1 Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Tasks Management Marketing
Understand
Agile Marketing
STEP 2 STEP 3
Defining Team and Roles Start Small but Strong
To get started with Agile Marketing it is important that you have It can be difficult to change how your organization operates.
the buy-in from key stakeholders at your organization. Although That’s why it is important to start small and grow your program
the Agile process is a proven method for empowering your over time, to get full buy-in and acceptance from the organiza-
marketing team to become more efficient, it is an entirely new tion and marketing team as a whole.
way of approaching project management to many people.
Often, the most successful approach, is for an individual to start
Although Agile Marketing focuses on all roles, titles and seniority using Agile on their own and prove it works.
to be removed from the working environment, there is still a
It’s a good idea to start with a small project that has a short
level of hierarchy required for proper organization. Therefore,
timeline and is not critical (so you can try the process without
every Agile team must have several key individuals, all working
becoming overwhelmed and abandoning the process as a result).
together to achieve each Sprint. Ultimately, there are two key
distinctions to be made: If you can find allies who also share your enthusiasm for Agile
Marketing, another approach is to start with a low risk pilot
Product Owners: Maintain backlog and represent stake-
project first.
holder interests.
Product Teams: Self-managing groups of people who No matter which scenario applies to you and your team, you
develop the product. should try to fully embrace the workflow from the start. That
includes creating a backlog, managing your Sprints and having
Depending on how many teams you have, or consecutive prod- Standup meetings to tracking progress visually for the team (or
ucts (otherwise known as projects) are being focused on, it can yourself) to reference.
be helpful to have a higher level individual that manages the
entire Agile/Scrum process often known as the ‘Scrum Master’.
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Introduction
1 Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Tasks Management Marketing
Understand
Agile Marketing
STEP 4
Potential Obstacles
One of the biggest challenges with using Agile Marketing is The meetings should be short and focused with a specific agenda.
getting the momentum going where everyone feels comfortable For example, during a Daily Standup, no one should be sharing
with the process, and does not deviate from it. It is very important anything that is not a direct answer to the three questions asked:
that everyone on the team follow the same set of rules equally.
1 What did you do yesterday?
One key problem occurs in that the team will need to focus on
learning a new methodology and process (while they do the
2 What will you do today?
work itself within its rules).
It’s important not to overwhelm your team with too many new 3 Are there any impediments in your way?
concepts at the same time, such as learning a piece of software
(while learning Agile itself). Starting with a simple whiteboard, In general, only team members with work assigned should ever
the entire team can share, is often the best way to start. be speaking at a meeting. Any topics outside of the three ques-
tions above should be addressed outside of a Standup meeting,
Often problems arise when people who aren’t following the rules
and that goes for other Agile meetings as well (including Sprint
interfere with those who are. For example, if team members
Reviews and Sprint Retrospectives).
are not present for reviews (when they should be), or non-core
team members consume a meeting with discussions that are It is important that teams report directly to other team members
not relevant, it won’t take long before people stop believing in about their progress instead of privately to a single member or
the Agile process. the Scrum Master. It is a key component of Agile, that everyone
is on the same page at all times, and that time used for commu-
Time spent in meetings should never be spent discussing
nication is kept brief and focused.
generalities or going off on any tangents.
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Introduction
1 Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Tasks Management Marketing
Understand
Agile Marketing
STEP 5
Leverage Tools and Software
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AGILE MARKETING
STAGE 2
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Introduction Understand
2 Plan Your Sprint Agile Sprint Review Automate Agile
Agile Marketing Management Marketing
Organize Your
Tasks
STEP 1
Creating a Backlog
The Agile Marketing process begins with defining all of the For example:
projects your team wants (or needs) to work on. This requires
“As a [Company Name] [Your Role], I need a
defining the work required and placing it in a Product Backlog,
[Insert Marketing Need], so that I can [Insert
which represents all of the projects and tasks you plan on
Outcome].”
working on in the near future.
The goal of each Sprint is to take items from that Product This becomes:
Backlog, and then place them into the Sprint Backlog to be
completed within the time defined for that specific Sprint, in “As an ABC Corporation Content Marketer, I
short iterations. need a video-based landing page, so that I can
ensure customers will engage and sign up to
Your team must develop a backlog of tasks (also known as User our June 30th webinar on ‘Product XYZ’.”
Stories) that describe the work in context to the stakeholders
involved.
A Story should be a small piece of work that can be written Ultimately, the goal of any Agile Marketing team is to prioritize
in context to the person doing the work itself. Truth be told, if stories based on their importance to the organization, and
the person working on the task cannot answer why they are then estimate how difficult the task will be using story points
doing the task, or define what will make the task successful, (instead of hours).
they really shouldn’t be working on it at all.
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Introduction Understand
2 Plan Your Sprint Agile Sprint Review Automate Agile
Agile Marketing Management Marketing
Organize Your
Tasks
STEP 2 STEP 3
Organize Product and User Story Backlog Find the Most Useful User Stories or Tasks
Our Backlog Tool will help you organize and keep track Our User Story Prioritization Tool has been designed to
of your Agile Backlog. help your team understand which tasks are the highest
priority based on important business criteria.
You need to organize the backlog for your Agile Marketing A User Story (or task) is the primary component of a Sprint.
effort. Each Sprint consists of multiple User Stories (or tasks), and it
Your Backlog is an important part of the Agile process, allowing can be confusing to know which tasks are best suited for your
you to store future tasks or projects so action can be taken on upcoming Sprint.
them at the right time in a future Sprint.
Helpful Hint – Use the Backlog Prioritization Tool to find
the most useful next actions in your backlog of tasks for
your agile marketing sprints.
AGILE MARKETING 15
AGILE MARKETING
STAGE 3
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Introduction Understand Organize Your
3 Agile Sprint Review Automate Agile
Agile Marketing Tasks Management Marketing
Plan Your
Sprint
STEP 1
Running a Sprint
Each Sprint can last from 1-4 weeks depending on what the FIGURE 3: A BURNDOWN CHART HELPS TRACK
Product Owner, or Scrum master decides. PROGRESS (Pablo Straub)
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Introduction Understand Organize Your
3 Agile Sprint Review Automate Agile
Agile Marketing Tasks Management Marketing
Plan Your
Sprint
STEP 2
Plan and track what is involved within each sprint
Action Item
VIEW RESOURCE
AGILE MARKETING 18
AGILE MARKETING
STAGE 4
Agile Management
In stage four, you will learn agile management best practices, and how to manage Standups.
AGILE MARKETING 19
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Introduction Understand Organize Your Plan Your Sprint
4 Sprint Review Automate Agile
Agile Marketing Tasks Marketing
Agile
Management
STEP 1
Understanding Agile Management
Often within an Agile team (that is using the Scrum methodology), It uses columns with different contexts within them such as:
there is a leader called the Scrum Master. This individual often Planning, Waiting For, Ready, Doing and Done. Team members
uses a Sprint Burndown chart (page 9) to track progress. use sticky notes and place their tasks on the board for everyone to
see. As items are achieved they are placed in the ‘Done’ column.
They ensure user stories are prioritized and that any items
brought up during a retrospective meeting are documented. This method allows team members to understand where
They look out for obstacles in the way of the Sprint, and ensure everyone’s tasks are currently, and how they can help each
everyone on the team is aware of the goal, and are in sync for other to achieve the Sprint as a team.
the expectations for each Sprint.
Ultimately, the Scrum Master is the coach that ensures the team FIGURE 4: A SIMPLE KANBAN BOARD FOR TRACKING
is working both independently and collaboratively, and that PROGRESS (Jeff Lasovski)
everyone is having a stress free experience. One of the tools a
Scrum Master can use to bring their team together is a Kanban To Do Doing Done
board (Figure 4). Kanban is another widely used method for
organizing an Agile teams activity.
USE LEARN GE T STICKY
Kanban is based on the Japanese strategy of ‘Kaizen’, which ABOUT
KANBAN NOTES!
encourages teams to achieve continuous improvement KANBAN
incrementally, one step at a time. TRY GE T A
KANBAN WHITE
Kanban is often implemented as a whiteboard in a visual TOOL BOARD
location within the office.
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Introduction Understand Organize Your Plan Your Sprint
4 Sprint Review Automate Agile
Agile Marketing Tasks Marketing
Agile
Management
STEP 2 STEP 3
Organize and visually show the context for tasks Quickly review how well your team is doing
Our cloud-based Agile Marketing Software has a Our Scrum Master Checklist is designed to empower the
kanban board view to immediately allow team members Scrum Master with best practices they should leverage
to leverage the power of Kanban. every single day, to ensure they keep everything on track.
Kanban boards are a powerful way to organize a team’s effort. A Scrum Master is the leader of the Agile Marketing process,
They are often used in conjunction with a SCRUM methodology and they have responsibilities including managing the team,
(such as Agile), to enhance overall results, but can be difficult to and ensuring the Sprint is on track.
get started (and often requires a large whiteboard).
AGILE MARKETING 21
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Introduction Understand Organize Your Plan Your Sprint
4 Sprint Review Automate Agile
Agile Marketing Tasks Marketing
Agile
Management
STEP 4 STEP 5
Understand Standups Ensure your Standups do not miss anything
During each Sprint, it is vital to have regular Standup meetings. Action Item
These are short meetings (usually daily) that last around 15
Our Standup Checklist is designed to ensure these
minutes where each team member answers three important
meetings are run properly and effectively.
questions:
AGILE MARKETING 22
AGILE MARKETING
STAGE 5
Sprint Review
In the fifth stage, you will learn how to review your progress and leverage it for future Standups.
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Introduction Understand Organize Your Plan Your Sprint Agile
5 Automate Agile
Agile Marketing Tasks Management Marketing
Sprint Review
STEP 1 STEP 2
Understand a Sprint Review Ensure your Review follows best practices
After a Sprint is completed, everyone meets to share what was Action Item
done.
Our Sprint Review Checklist has been designed to
This is also an expo for what new work is to come next, and
ensure that your Sprint review will leverage Agile
help everyone stay on the same page.
Marketing best practices.
Once again the entire Scrum Team and stakeholders must be
present. The Product Owner must identify what has (or has not)
been done, and present a demo of current work completed, to
be shown to the team. VIEW RESOURCE
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Introduction Understand Organize Your Plan Your Sprint Agile
5 Automate Agile
Agile Marketing Tasks Management Marketing
Sprint Review
STEP 3 STEP 4
Understand a Sprint Retrospective Ensure lessons learned are leveraged
Similar to the Sprint Review, the Sprint Retrospective must occur Action Item
after the Sprint has been completed.
Our Sprint Retrospective Checklist will help your next
This meeting is different in that it is a discussion amongst the
Sprint Retrospective leverage Agile Marketing best prac-
team and not simply a presentation by the Product Owner.
tices and ensure all solutions are recorded.
At this meeting, the team discusses any ideas for future improve-
ment, and acknowledges any team members who are worthy of
recognition.
VIEW RESOURCE
It is important that whenever criticism is brought up, that there is
an idea for improvement (so the mistake will not be repeated).
Lastly, whenever an item is discussed the team should employ
the ‘Five Why’s’ technique to ensure that the root cause is
discovered and understood. Each Agile Sprint has both good and bad moments that can be
leveraged.
It’s during a Sprint Retrospective that these matters are
discussed. Anything that was not successful needs to be
resolved so it never happens again, and all successful
processes must be recorded so they can be leveraged over
and over again.
AGILE MARKETING 25
AGILE MARKETING
STAGE 6
AGILE MARKETING 26
1 2 3 4 5
Introduction Understand Organize Your Plan Your Sprint Agile Sprint Review
6
Agile Marketing Tasks Management
Automate Agile
Marketing
STEP 1 STEP 2
Manage the process end-to-end Leverage pre-made agile marketing projects
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AGILE MARKETING 27
AGILE MARKETING
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