CIM Summit: The Changing Face of Marketing - FairFX, Mariette Ferreira

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CIM | The Chartered Institute of Marketing

FairFX's Mariette Ferreira demonstrates how one can understand the features and requirements of successful agile marketing.

Marketing

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a mindset…a way of working…
a methodology…a system…a simple idea
“whenever you start a project, why not
regularly check in, see if what you’re doing
is heading in the right direction, and if it’s
actually what people want?”
• an iterative, incremental approach
• a way to easily adjust to stakeholder needs
• continuous improvement
Agile is…
- Jeff Sutherland

Agile Manifesto: Key Values
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan

Scrum Kanban
Scrumban Lean
Methodologies

Sprints
T-shaped
Velocity
Burn-down charts
Backlog
Scrum master
Agile ≠ scrum
Sprint Planning
Daily Scrum (stand-up)
Sprint Review
Sprint Retrospective
Product Owner
Scrum Master
Developers
CEREMONIESROLES

Scrumban
Ceremonies of Scrum + flexibility of pull-based
Kanban with WIP limits

How agile has helped our team
Focus
Transparency
An empowered team takes ownership
Improved stakeholder management
Flexible planning
No more silos – collaboration!
Better prioritisation of things that matter
Respond faster to customer needs
Clear understanding of dependencies

But aren’t we all agile?
Have cross-functional collaboration?
Prioritise customer needs over business needs?
Prioritise learning and experimentation over opinions?
Allow responding to change vs following a plan?
Have a team that takes accountability?

Agile in B2B
Company culture
Get Sales involved
‘Formalise’ learnings
Marketing needs to drive
transformation

Is it for tech only?
Senior management buy-in is key
Consider team sizes
Works best with proximate teams
No vanity exercises
Need expert support?

What I’ve learnt along the way
Continuous improvement
Defining ‘done’
Always ask: is it adding value?
It’s okay if we’re not T-shaped
You can be agile and scrum without a product owner or scrum master
There’s the perfect agile world…then there’s the real world…
It’s not a replacement for strategy!

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1. Going Agile Mariette Ferreira, FairFX

2. Prepaid Card Travel Cash Money Transfers

3. Life before agile

4. A typical day

5. Time for change

6. a mindset…a way of working… a methodology…a system…a simple idea “whenever you start a project, why not regularly check in, see if what you’re doing is heading in the right direction, and if it’s actually what people want?” • an iterative, incremental approach • a way to easily adjust to stakeholder needs • continuous improvement Agile is… - Jeff Sutherland

7. Agile Manifesto: Key Values Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan

8. Scrum Kanban Scrumban Lean Methodologies

9. Sprints T-shaped Velocity Burn-down charts Backlog Scrum master Agile ≠ scrum Sprint Planning Daily Scrum (stand-up) Sprint Review Sprint Retrospective Product Owner Scrum Master Developers CEREMONIESROLES

10. Scrumban Ceremonies of Scrum + flexibility of pull-based Kanban with WIP limits

11. How agile has helped our team Focus Transparency An empowered team takes ownership Improved stakeholder management Flexible planning No more silos – collaboration! Better prioritisation of things that matter Respond faster to customer needs Clear understanding of dependencies

12. But aren’t we all agile? Have cross-functional collaboration? Prioritise customer needs over business needs? Prioritise learning and experimentation over opinions? Allow responding to change vs following a plan? Have a team that takes accountability?

13. Agile in B2B Company culture Get Sales involved ‘Formalise’ learnings Marketing needs to drive transformation

14. Is it for tech only? Senior management buy-in is key Consider team sizes Works best with proximate teams No vanity exercises Need expert support?

15. What I’ve learnt along the way Continuous improvement Defining ‘done’ Always ask: is it adding value? It’s okay if we’re not T-shaped You can be agile and scrum without a product owner or scrum master There’s the perfect agile world…then there’s the real world… It’s not a replacement for strategy!

16. Thanks

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