Agile Marketing Boot Camp

Apply Agile methods to marketing and see measurable results. Discover why conventional marketing is passé and why Agile methodology (inspired by software developers) helps you get more done so you can quickly adapt to changing markets. In this 2-day course combining lectures and labs, you will gain an understanding of the principles, processes and terminology of Agile marketing. Hear real-world examples of how teams are using Agile marketing today. And find out how to hire, budget for and effectively organize Agile marketing teams, plus run your first sprint. With Agile, you'll focus on key priorities, eliminating tasks that don't impact revenue or customer satisfaction, thereby increasing productivity. Now, you're poised to beat the competition that is not practicing Agile marketing!

Also Available as:

• Live Online
• Onsite

How You Will Benefit

• Discover how to transition to Agile marketing, implement Agile marketing techniques and sell Agile marketing into your organization
• Build a marketing model; hold a Sprint planning session and review
• Conduct a scrum (daily standup meeting) and learn scrum master roles and responsibilities
• Create a Sprint backlog and manage it with tools like Trello and Kanbantool
• Obtain clear measurements of the impact of marketing
• Improve marketing's visibility and alignment with your organization's business and sales goals

What You Will Cover

• Understanding Agile methods and benefits
• Learning Agile terminology and basics
• Planning your Sprint by eliciting input, assigning roles and estimating team capacity
• Evaluating the success of the Sprint
• Identifying pitfalls and how to avoid them

Extended Seminar Outline

Print this page Extended Seminar Outline Seminar #76511 Agile Marketing Course Outline

I. Agile Marketing Training Overview – Explore why conventional methods of managing marketing no longer work, and why agile marketing methods, inspired by agile software development, can help marketing teams get more done and adapt quickly to changing marketing requirements. We will provide real-world examples of how teams are using Agile Marketing today, and we will discuss how to hire and organize marketers for maximum effectiveness in agile teams.

• Why Agile Marketing?
• Introduction to Agile Values, Principles and Process
• Benefits – what you can expect
• Agile Marketing teams – hiring, organizing and day-to-day collaboration

II. Agile Marketing Basics – Introduce basic terminology of Agile, as well as some of the artifacts (documents) and techniques.

• User roles and personas
• The Buyer's Journey
• The Marketing Model
• Lab: Building your first marketing model
• User stories
• Acceptance criteria
• Lab: writing user stories
• Prioritization techniques
• Relative estimating

III. Sprint Planning – Simulate an initial Sprint Planning session. Learn how to interview executive management and sales in order to get their input into the Sprint, how to create an initial marketing backlog, how to create your first Sprint backlog, and how to publish the results.

• Getting alignment with management and sales
• Lab: Creating an initial marketing backlog
• Initial estimation of team capacity
• Lab: Creating a Sprint backlog
• Publishing the Sprint backlog

IV. The Sprint – How to run a daily standup meeting, the role of the scrum master, tools for managing the Sprint, and how to handle changes that come up during the Sprint.

• The daily standup
• The role of the scrum master
• Tools for managing Agile Marketing
• Lab: using Kanbantool
• Handling changes

V. After the Sprint – Understanding the ceremonies (meetings) that happen after the Sprint.

• The Sprint Review
• The Sprint Retrospective

VI. Agile Marketing Practicalities – Practicalities of implementing Agile Marketing in organizations, including transitioning to agile marketing, sustaining agile marketing, what can go wrong (and how to avoid it), selling agile marketing into the organization and budgeting for agile marketing.

• Transitioning to Agile Marketing
• Sustaining Agile Marketing
• What can go wrong
• Selling Agile Marketing into the organization
• Budgeting for Agile Marketing

Who Should Attend

Marketing professionals (all levels), advertising executives, creative personnel, SEO specialists and public relations and communications managers who want to transition to Agile marketing.