Apply lean startup and agile development approaches to running your marketing team. This presentation reviews the basics and how to apply them to your marketing efforts. Learn more at http://blog.hubspot.com/blog/tabid/6307/bid/33718/Lean-Marketing-How-to-Run-Your-Marketing-Team-Like-a-Startup.aspx

1. AGILE
MARKETING:
HOW TO RUN A MARKETING
TEAM LIKE A STARTUP
Ellie Mirman

2. WHAT IS AGILE?

3. AGILE adj.
quick and well-coordinated in
movement

4. Agile
Software
Development

5. Bringing agile
from Engineering
to Marketing

6. WHY AGILE?

7. Agile is FAST.
15-30 day sprints
make it easier to
adapt to changing
market conditions.

8. 108,000+
downloads

9. Agile is FOCUSED.
Each user story has
a clear and distinct
success metric.

10. Image credit: epsos

11. Agile is PRIORITIZED.
Transparency &
“points” system make
prioritization a rational &
productive conversation
vs. tug of war.

12. Available: 16 pts
Project A (8 pts)
Project B (3 pts)
Project C (5 pts)
Project D (2 pts)
Project E (5 pts)

13. Agile is PREDICTABLE.
Daily “standup” plus
the points system help
to identify blockers &
eliminate surprises
effectively.

14. Sprint Progress
Sprint time complete: 60%
Projects complete: 40%

15. HOW?

16. The Scrum Process
Backlog
Sprint
Workable
Increment

17. The Scrum Team

18. The Backlog

19. Example User Story

20. Planning Poker

21. Public Commitment

22. Daily Standup

23. Sprint Reporting

24. Glossary
• Sprint: Defined period of time in which a team commits to complete certain
work output.
• Epic: A large effort split into multiple user stories.
• User story: A detailed description of a task with stakeholders in mind.
• Story points: Estimated level of effort a user story will take.
• Blocker: Anything that prevents a team member from performing work.
• Success criteria: Criteria used to determine if a user story is complete.
• Backlog: A prioritized list of projects.
• Sprint burndown chart: Daily progress chart for a sprint.
• Sprint commitment: Public meeting where teams commit to stories for the
coming sprint.
• Plannning poker: Meeting where the team estimates the effort for stories in the
backlog. Used to determine how many projects to commit.
• Standup: Daily standing meeting where team members share what they worked
on yesterday, their plans for today, and blockers.
• Sprint review: Public meeting where teams review the completed sprint.

25. 6 REASONS
AGILE
MARKETERS
WIN

26. 1
agile marketers
publish more content

27. agile marketers
can newsjack
2

30. agile marketers
can jump on
social media
3
Image credit: cerasaragirl

31. HubSpot’s social media policy:
Use good judgment.

32. agile marketers
make quick, data-driven
decisions
4
Image credit: seeminglee

34. agile marketers
run tests
every day
5

35. 6
agile marketers fail
fast and learn often

36. Agile Marketers Win.
• Fast, Focused, Prioritized, Predictable
• More content, buzz, action, testing, learning,
results
Build a Modern Marketing Team:
http://www.hubspot.com/modern-marketing-team-kit

37. THANK YOU
Ellie Mirman
@ellieeille
www.EllieMirman.com