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How to Go Agile Without Going Crazy – Webinar Slides

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Andrea Fryrear – Agile Marketing expert and President and Lead Trainer for AgileSherpas – and Carolyn Ghaie – Director of Activation Services at Aprimo – discuss how a well-structured marketing organization is required to enable agile marketing and how to get started. They also touch on technology’s role in the overall solution.

For more information, visit aprimo.com

Published in: Marketing
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How to Go Agile Without Going Crazy – Webinar Slides

  1. 1. Go Agile Without Going Crazy #AprimoAdvantage
  2. 2. 2 Our speakers Andrea Fryrear President & Lead Trainer, AgileSherpas @AndreaFryrear Carolyn Ghaie Director of Activation Services at Aprimo #AprimoAdvantage Ed Breault VP of Marketing, Aprimo @edbreault
  3. 3. 3 35.8% 68.5% When does your marketing department plan to implement Agile?
  4. 4. 4 Go Big or Go Home.
  5. 5. 5 Before After
  6. 6. 6 Selective Abstraction: Ignoring everything about the journey except its final destination.
  7. 7. 7 Big Change Selective Abstraction In Action
  8. 8. 8 1st Small Change Ignored Context
  9. 9. 9 Agile Transformation
  10. 10. 10 Today Big Change? Big Results!! Status Quo IF No IF Yes
  11. 11. 11 Today Small Change Small Win Small Lesson Small Change
  12. 12. 12 Option 1: Pilot Project
  13. 13. 13 Dave Noyle Creative Director Sun Life Financial
  14. 14. 14 Image credit: Henrik Kniberg
  15. 15. 15 “If we just flipped the switch it would be a bit of a disaster...So we took the pilot approach and launched into one project, two sprints, in a single line of business.” Dave Noyle Creative Director Sun Life Financial
  16. 16. 16 Right project: Small scope, no urgency
  17. 17. 17 Right project: Small scope, no urgency Right people: Available, flexible partners
  18. 18. 18 Right project: Small scope, no urgency Right people: Available, flexible partners Right perspective: Experimental, trusting
  19. 19. 19 “Our business partners say there’s no way they’d go back. Results are better, the quality is better, and the speed and pace are better.” Dave Noyle Creative Director Sun Life Financial
  20. 20. 20 Short Duration Long Duration Picking the Right Project Adapted from The Scrumban [R]evolution Unim portant Large Project C ritical Small Project W eak Business Sponsorship strong Business Sponsorship Optimal Project
  21. 21. 21 Option 2: Pilot Teams
  22. 22. 22 Nick Jue CEO ING Netherlands
  23. 23. 23 1 Site 2,500 Employees
  24. 24. 24 2 Months 5 Board off-sites
  25. 25. 25 2,500 employees 250 multidisciplinary Squads 13 Tribes
  26. 26. 26 Tribe Squad Squad Squad Squad Tribe Lead Agile Coach P P P P P = Product Owner
  27. 27. 27 • Quicker to market • Increased employee engagement • Reduced impediments and handoffs • Improved client experience
  28. 28. 28 And it all started with pilot teams!
  29. 29. Marketing Product IT Team 1 Team 2 Team 3
  30. 30. Marketing Product IT Team 1 Team 2 Team 3
  31. 31. Marketing Product IT Team 1 Team 2 Team 3
  32. 32. Marketing Product IT Team 1 Team 2 Team 3
  33. 33. 33
  34. 34. 34 Tribe Squad Squad Squad Squad Tribe Lead Agile Coach P P P P P = Product Owner
  35. 35. 35 • 9 members or less • Variety of functions • Manage process & improve outcomes • PO coordinates, not leads ING Squads Squad P
  36. 36. 36 Chapter • Develops expertise and knowledge across squads • Spreads iterative improvements discovered by Squads • Chapter leads provide opportunity for advancement ING Chapters
  37. 37. 37 Incremental squad expansion spreads process without disruption Squads as Increments Squad P Squad P Squad P
  38. 38. 38 Tribe Squad Squad Squad Squad P P P P Collection of squads with interconnected missions Tribe Lead aligns with organization Iterative improvement from squads spreads easily Tribe Lead ING Tribes
  39. 39. 39 Potential Tribes Scope: First point of contact with a potential customer until product is chosen. Typical composition: ⅓ tech, ⅔ business Example: Omnichannel marketing CUSTOMER EXPERIENCE Scope: Enables squads to work independently. Provides systems, apps, architecture. Typical composition: Heavily towards tec Example: Building omnichannel tech infrastructure ENABLING Scope: From when product is chosen through fulfillment & management. Typical composition: ⅔ tech, ⅓ business Example: Mortgages CUSTOMER SERVICE
  40. 40. 40 Pillars of Agile Marketing Iterative Predictability Empowered Culture Transparency Flexibility Prioritization Supporting AGILE Marketing teams
  41. 41. 41 aprimo.com © Copyright 2018. All rights reserved. Confidential. Proprietary. Agile Marketing isn’t chaotic. It requires processes and a collaboration system.
  42. 42. 42 Transparency: Visibility Across Work Single source of truth for marketing activities Visibility into project status & pertinent information to support agile teams Dashboards with key metrics to drive decision making progress
  43. 43. 43 aprimo.com © Copyright 2018. All rights reserved. Confidential. Proprietary.
  44. 44. 44 Collaboration: Foster Communication System wide visual view of work Display work by Project, Team, Roles Highlight of conflicts or bottlenecks
  45. 45. 45 Agile Board Vision (10) Highlight risk areas & capacity Quickly make simple changes like re-assign or move due dates Flexibility: Easily Accommodate Change
  46. 46. 46 Resource Management: Art of Balance View all team member assignments & estimated work across projects Rebalance project assignments to prevent bottlenecks Clear view of teams workload to meet delivery commitments
  47. 47. 47 Once upon a time… What Will Be Your Marketing Story?
  48. 48. 48 Reduced Cycle Time Increased Productivity Improved Quality Improved Customer Responsiveness
  49. 49. 49 Wrap-up • Moving Agile Marketing from theory to implementation • Shared a leading practice for starting off on the right type of project • Reviewed how to design your pilot teams to create optimal team composition • Purpose-built technology is available for Agile Marketing to help you realize the value of this emerging business discipline
  50. 50. 50 Q&A
  51. 51. 51 aprimo.com © Copyright 2018. All rights reserved. Confidential. Proprietary. Mind the Gap Webinar Series • Find all related content for all 5 webinars in the Aprimo series at: https://www.aprimo.com/advantage-webinar-series/ • AgileSherpas online course: https://agilesherpas.thinkific.com/courses/introduction-to-agile- marketing promo code: aprimo = 50% off
  52. 52. Thank you For more information, visit resources.aprimo.com! #AprimoAdvantage Andrea Fryrear President & Lead Trainer, AgileSherpas @AndreaFryrear Carolyn Ghaie Director of Activation Services at Aprimo

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