Great Product Marketing is one of the keys to product and business success. Agile methodologies have positively transformed product development, but at the same time have created new challenges for product marketing. How can you do your best when your development team is constantly changing priorities, has no solid roadmap to rely on and doesn’t allow you to plan very far in advance? How can you make sure that your efforts are as effective as possible to achieve your goals and make your products successful in a competitive market environment? This webinar will teach you strategies and techniques for doing just that. Topics that will be covered: 1. The three most common challenges that arise when working with Agile teams 2. Differences doing Product Marketing in an Agile versus Waterfall world 3. Three best practices to apply for increased success This webinar will be presented by Brian Lawley, CEO and Founder of the 280 Group and author of Product Management for Dummies and five other bestselling Product Management and Product Marketing books along with John Armstrong, Chief Marketing Officer at Zettaset and an accomplished Product Marketer with many years of experience working with Agile teams. Join us to gain insights and learn how to perform your Product Marketing role more effectively.

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AIPMM Webinar Series
Secrets of Effective Product Marketing
When Working with Agile DevelopmentTeams

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Brian Lawley
CEO & Founder, 280 Group, LLC
John Armstrong
CMO, Zettaset, Inc.
Our Speakers

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About The PM Challenges Survey…
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go.280group.com/challenges-aipmm

4. © 2017 280 Group LLC. 4
• About the 280 Group
• Secrets of Effective Product Marketing
When Working with Agile Development
Teams
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

5. © 2017 280 Group LLC. 5
We help companies and
individuals do GREAT Product
Management and Product
Marketing using our Optimal
Product Process™ framework.
Mission
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Product Management Maturity Scale
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280 Group Optimal Product Process™
Download the report: go.280group.com/challenges-aipmm
Approval to fund
business planning
Approval to fund
development
Product ready
for field testing
Product and
organization ready
On-going
marketing ready
New version or
retire completely
Marketing Plan End of Life PlanLaunch Plan
Beta Plan
Market Strategy Document
Roadmap Document
Product Description Document
Market Needs Document
Business Case Document
PM + Engineering (Agile,Hybrid,Waterfall)
PlanConceive Qualify
Run Beta/Pilot
program
Finish launch
plan
Release product,
gather feedback
Finish marketing
plan
Discover
opportunities
Develop Launch Maximize
Validate product/
market fit
Create roadmap
and strategy
Finish business
plans
Solidify
develop plans
Finish beta plan Support sales
Communicate
EOL
Retire
Plan sunset
or replacement
Perform
post mortem
Deliver final
documents
Plan EOL and
next release
Develop preliminary
documents
Perform post
mortem
Test messaging
and positioning
Final
feature list
Run/monitor
marketing
Phases and
Activities
Exit Criteria
Marketing
Product
Product
Management
EXECUTIONSTRATEGY
The OPP framework is completely customizable and
flexible, making it easily adopted by any company
regardless of size, maturity, or development methodology.
Development – Agile, Hybrid,Waterfall
Documentation – None, Lightweight, Formal
Maturity – Startup, Small/Medium, Enterprise
Optimal Product Process™
(OPP)
Optimal Product Process Methodology © 280 Group, 2011-2014
Source: Conceive to Retire from AIPMM Product Management Body of Knowledge®
(ProdBOK®
)
Optimizing Product Management™

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• Assessments & Custom Optimization Plans
• Consulting & Contractors
• Training
• Certifications
Product Marketing Solutions
Download the report: go.280group.com/challenges-aipmm

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• Two day foundation course
• Based on best-selling book
• Agile Certified Product Manager and Product
Owner exam
• Covers:
– All Certified Product Owner content
– Business Strategy
– Agile Product Management
– Agile methodologies: Scrum, XP, Kanban – and Hybrid
– Influencing and inspiring Agile teams
Agile Product Management and Product Ownership Excellence

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• About the 280 Group
• Secrets of Effective Product Marketing
When Working with Agile Development
Teams
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

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• New methodologies and processes introduced at a rate that
continues to accelerate
• Marketers always under pressure to demonstrate results with
scarce resources - Now results must be driven by marketing
automation and validated by supporting metrics
• Buying audiences increasingly fragmented, requiring a more
tailored approach to content, messaging, outreach
• Social media and digital marketing technology require marketers
to be more nimble and responsive
• Days of executing static “big bang” campaigns planned months in
advance are over
Marketing Transformation in Past 5 Years
Marketing Transformed
Fundamental changes in how we go-to-market

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• Agile has completely transformed how software is created:
Developers take incremental steps, see what works and what
doesn’t, get team feedback, then move onto next phase of
development
• Agile = iterative approach to product development that values
adaptability and responsiveness to change as opposed to long-
term and inflexible fixed plans
• What if a company could achieve positive returns with 50%
more of its new-product introductions?
• What if marketing programs could generate 40% more
customer inquiries?
Do more with less, and do it faster!
Agile Marketing Benefits
Agile can help transform how we do Marketing

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#1: If You haven’t already… Go Agile!
Secret #1 – Go Agile

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• 34% of marketers have implemented Agile within the last 6
months, and another 22% are just starting*
• Agile methods help Product Marketing teams several ways:
• Improved quality of work, speed of execution, and alignment
on priorities are the top three benefits
• Better visibility into the overall project status
• Faster detection of roadblocks, scheduling issues, other
problems
* Source: Wrike 2016 State of Agile Marketing
Follow Methods Established by SW Developers
Agile Marketing Benefits
Adapt Them to Marketing Environment

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#2: Understand How Agile Works
Understand Agile

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It’s Not a Method, It’s a Mindset
• Rapid response and adaptation to changes in
the market
• Multiple, rapid campaign iterations, tested
and fine-tuned over time
• Fact-based validation of choices using hard
data (vs. intuition)
• Individual, customized buying experiences
vs. one-size fits all
• Cross-functional collaboration, elimination of
silos
• More positive user experience for the buyer
Core Traits of Agile Marketing
Core Traits of Agile Marketing

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Break Down Tasks into Digestible Portions
• Adopt the Scrum process: Clearly understand, communicate
what needs to be completed, market driver, recipient
• Sprint - the period of time the team has to complete their current projects,
usually two to four weeks
• Stand-up meeting - daily event to re-cap past and present activities, identify
roadblocks
• Sprint planning session - marketing team meets with sales and executive
management for an update on the latest sales and corporate priorities
• Sprint review - when a sprint is completed, time to share accomplishments,
results, accountability with peers, sales, management team
• Sprint retrospective – follow-up marketing-only meeting to assess the
sprint’s successes and failures, make adjustments for next sprint
Using Scrum for Agile Marketing
Scrum Process for Agile Marketing

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#3: Understand Roles & Responsibilities
Roles & Responsibilities

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Within Marketing
• Scrum Master
• Product Marketing Manager
• MarCom
• PR/AR
Outside of Marketing
• Scrum Master
• Product Manager
• Project Manager
• Engineering/Development
Key Roles in Agile Scrum
Key Roles

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Scrum Master
• Facilitates Scrum events - Iteration
planning, daily stand-up, review,
retrospective
• Coaches team in Scrum
• Ensures progress is tracked against plan
• Removes impediments to progress
• Ensures team members get help when
stuck
• Works closely with product manager and
development team
Scrum Master
Opportunity for Product Marketing toTake
Leadership Role

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#4: Cross-Functional Collaboration
Cross-Team Collaboration

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Be the Voice of the Customer
• Share market, sales, and customer input with
the development side of the business, including
product management
• Only nine percent of software projects at large
companies are successful*
• For every 100 projects started, 94 will have to
be re-started at least once*
• Primary reason for SW development failure
was lack of customer input and involvement*
*Source: Standish Group 2015 Chaos Report
Plug in to Your Software Development Team
Core Traits of Agile Marketing

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For Agile to succeed…
• Customer experience must be focus of all
efforts
• Solving buyer problems and understanding
buyer’s journey
• Help development team avoid “Ready, Fire,
Aim” syndrome
• Process must include capturing, validating and
clearly defining buyer requirements for the
product before and during development
• Marketing must be a key player in the process
Customer Experience is Everything
Focus on Customer Experience

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#5: Develop Strong People Skills
People Skills

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• Communication
• Influencing
• Negotiation
• Leadership
Key People Skills
Key People Skills

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• AIPMM Webinar Series
• Generating ownership & alignment in your stakeholders
• Emotional intelligence for Product Managers
• 10 people skills for Product Managers: it's all about trust
• Training Courses
– People Skills for Product Managers and Product Marketers
– Optimal Product Management and Product Marketing
Developing People Skills
People Skills - Resources