Unlike traditional 6-12 month marketing planning and execution cycles, Agile methodology allows the Modern Marketing Team to adapt to fast-changing market conditions, respond to immediate sales needs, and prove ROI quickly and consistently.
But what exactly is agile?
In simple speak – agile methodology is an iterative, incremental method of project management often seen in software development, a type of software engineering.
The Agile Method
- Faster. Uses 30-day Sprint Cycles that make it easier to adapt to changing market conditions.
- More Focused. Each user story has a clear and distinct success metric attached to it.
- More Prioritized. Transparency and a “points” system make prioritization a rational and productive conversation versus a political tug of war.
- More Predictable. Daily “standup” plus the points system help identify blockers & eliminate surprises.
What is SCRUM?
Each SCRUM team is led by a Product Owner (PO). The PO is responsible for maintaining the Backlog by representing the interests of the stakeholders.
The Product Team consists of a cross-functional group of people responsible for managing itself to develop the product.
Key Terms in Agile Marketing
- SPRINT – Defined period of time in which a team commits to complete certain work output.
- EPIC – A large effort split up into multiple related user stories.
- USER STORY – An in-depth, targeted description of a task with all stakeholders in mind.
- STORY POINTS – Estimated level of effort a chunk of work will take.
- POINT SYSTEM / POINT SCALE – The system, used to describe task difficulty, without assigning actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…).
- COMMITMENT – Public meeting where agile teams commit to their stories for the coming sprint.
- REVIEW – Public meeting where teams review accomplishments and lessons from the last sprint.
- STANDUP – Daily standing meeting where team members share what they worked on yesterday, their plans for today, and any ‘blocking’ items hindering their work progress. Each team meets for 15 minutes daily—literally standing up.
- TEAM BACKLOG – A prioritized list of high-level requirements.
- SPRINT BACKLOG – A prioritized list of tasks to be completed during the sprint.
- BURN DOWN – Daily progress chart for a Sprint over the sprint’s length.
- PLANNING POKER – The team estimates effort for the stories in the backlog. The PO uses estimates to prioritize & forecast stories based on velocity.
- IMPEDIMENT – Anything that prevents a team member from performing work as efficiently as possible. Also known as a ‘blocker’ in some agile teams.
- SUCCESS CRITERIA – The exit criteria to determine if a certain task is complete.
Every month, agile marketing teams conduct Sprint Reviews, then share what they accomplished in the last sprint and what they’re committing to for the next sprint at a company-wide Agile Review.
To see more about how Agile works, and why it’s dominating the marketing landscape in the modern era, download the “Definitive Guide to Agile Marketing Strategy” – or just subscribe to unfunnel startup network.
This might come as a shock to some of you, but you DO NOT have a web traffic problem.
But you DO NOT have a traffic problem.
And here’s why…
What if I told you that each time you get a visitor to a page on your website, you make $10 in profit? Think you could get traffic to this web page?
Of course you could. You could spend up to $9.99 to get each visitor to your website and still profit. In fact, you’d be able to pay more than $10 per visitor if you truly understand the whole of the Digital Revenue Engine.
Some of the wisest online startups will often tell you,
“He who spends the most to acquire a customer, wins.”
Founder and CEO of Amazon.com, Jeff Bezos once stated…
“Your margin is my opportunity.”
The lesson you’ll learn is that once you understand DRE, you become unstoppable. Amazon.com sells at very thin margins knowing that acquiring new customers, selling more to each and selling more frequently to each is how you become unstoppable.
Traffic is not a problem.
You simply need to understand two things …
- How to measure your website traffic – and what this traffic is worth
- How to get maximum instant revenue from that traffic
Agile marketing tactics are worthless if you don’t understand the DRE. And that’s why you’re frustrated. You have no context. You have no system.
We can teach you to drive traffic through tactics like blogging, social media strategy or email marketing – but you’ll need to understand the digital revenue engine first.
The ultimate goal, no matter which traffic source you choose, is to drive prospects into the DRE Conversion Flow.
Become a master of a single, steady Traction Channel (also known as traffic referral source). Stay focused on that traction channel and, once mastered, add a second and third traffic source.
These traffic sources include…
- Email marketing
- Social Media Strategy (Facebook / Twitter / YouTube, etc)
- Google AdWords / Display Network (retargeting)
- Organic Search Engine Optimization
- Blogging for Business
- Referral Programs
Your traction channel strategy begins and ends with driving visitors into the Digital Revenue Engine.
The DRE begins with the Lead Generation Offer … we’ll talk about that one first.