Learn how small changes can deliver amazing results faster than you expected. Hear about a B2B team that's killing it with Agile, and the three-step process to get started on your own Agile marketing journey. Delivered at B2BMX 2018.

1. #B2BMX
The Journey
How B2B Brands are Applying Agile Marketing
from Chaos to
True Agility

2. #B2BMXGo Big or Go Home.

3. #B2BMX

4. #B2BMX
Selective
Abstraction:
Ignoring everything about a
journey except its final
destination.

5. #B2BMX
Selective
Abstraction
In Action
Big Change

6. Ignored
Context
1st Small Change

7. #B2BMX
Agile
Transformation

8. Today
Big
Change?
Big Results!!
Status
Quo
IF No IF Yes

9. #B2BMX

10. #B2BMX
NOT AGILE

11. #B2BMX
Agile vs. agile
Specific methodology
Mindset shift
Teams & leaders are different
Values and principles
Nimble
Responsive
Adaptive
Fast

12. #B2BMX
Particular Methodology
Scrum Kanban Scrumban

13. Source: AgileSherpas 2018 State of Agile Marketing Report
Agile
Marketing
Approaches

14. #B2BMX
Experimentation & Iteration

15. #B2BMX
Don’t go big.
Get big.

16. #B2BMX
Get a big change
without making a big
change.

17. #B2BMX
Cameron
von Orman
SVP Product & Solutions
Marketing
CA Technologies

18. “big differences
between small, co-
located app
development
teams...and a large,
spread out marketing
staff conditioned to long
duration initiatives.”

19. Step 1: Start Small
The Get Big
Curve

20. Step 1: Start Small
Small but strategic
The Get Big
Curve

21. #B2BMX
When you go big you can
also fail big.

22. #B2BMX
Low risk increments allow
expansion to be safe at first
and fast later on.

23. #B2BMX
Step 1

24. #B2BMX
Step 1 Step 2

25. #B2BMX
Co-located teams
Ch-ch-ch-changes
Widely distributed teams

26. #B2BMX
Co-located teams
Ch-ch-ch-changes
Widely distributed teams
Agile neophytes
Agile experienced
marketers

27. #B2BMX
Co-located teams
Ch-ch-ch-changes
Widely distributed teams
Agile neophytes
On-Prem products
Agile experienced
marketers
SaaS

28. #B2BMX
Co-located teams
Ch-ch-ch-changes
Portfolio of products
covering full life cycle
Widely distributed teams
Agile neophytes
On-Prem products
Agile experienced
marketers
SaaS
Single product

29. Step 1: Start Small
Step 2: Test SmartSmall but strategic
The Get Big
Curve
Epiphany Point

30. Step 1: Start Small
Step 2: Test Smart
Metrics & measurement around
small start
Small but strategic
The Get Big
Curve
Epiphany Point

31. #B2BMX
1 2

32. #B2BMX
Engagement
6pts 11pts
Proud to work
for CA
31pts
Recommend
CA
11pts
Involved in decisions
affecting work
20pts
Valued as an
employee

33. #B2BMX
20% improvement
in pipeline
(w/flat budgets)
Campaign delivery
from 2 months to 2
weeks
3x win rate for
marketing sourced
opportunities

34. Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Bigger space
between steps,
but bigger
impact w/each
change
Metrics & measurement around
small start
Small but strategic
Epiphany Point
The Get Big
Curve

35. 7
5
Persistent
Cross-functional
Campaign teams
More
business
units

36. #B2BMX
Start small.
Test smart.
Grow fast.

38. Build Your
Own Get Big
Curve
Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Epiphany Point

39. Build Your
Own Get Big
Curve
Step 1: Start Small

40. #B2BMX
Pick this
project
Adapted from The Scrumban [R]evolution

41. Marketing Product IT
Team 1 Team 2 Team 3

42. Marketing Product IT
Team 1 Team 2 Team 3

43. Build Your
Own Get Big
Curve
Step 1: Start Small
Step 2: Test Smart
Epiphany Point

44. #B2BMX
Agile Marketing Benefits

45. #B2BMX
Agile Marketing Benefits

46. Build Your
Own Get Big
Curve
Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Epiphany Point

47. Marketing Product IT
Team 1 Team 2 Team 3

48. Marketing Product IT
Team 1 Team 2 Team 3

49. Marketing Product IT
Team 1 Team 2 Team 3

50. Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Epiphany Point
Every project.
Every campaign.
Every team.

51. #B2BMX

52. #B2BMX

53. #B2BMX

54. #B2BMX

55. #B2BMX
18,446,744,073,709,551,615

56. #B2BMX
“Humanity’s greatest
shortcoming is the inability
to understand the
exponential function.”
-Albert Allen Bartlett

57. #B2BMX
You don’t need to make a big
change to get a big change.

58. #B2BMX
Find your first grain.

59. Additional Resources
● Death of a Marketer (my book)
● Agile marketing case studies
● Online training course -
Introduction to Agile Marketing
● Cameron’s articles on CA’s
transformation
Let’s talk: andrea@agilesherpas.com