Why Agile Marketing Doesn't Mean Chaos with Andrea Fryrear & Anjali Yakkundi

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During previous webinars in our Mind The Gap series, we’ve described how increasing needs from omnichannel growth and brand’s responsibility to govern puts enormous pressure on marketing teams. Resources remain flat and expectations continue to increase, exposing ‘the gap.’ Many enterprise marketers turn to agile marketing to bridge that gap. Despite the growing popularity of agile marketing, most marketers remain confused. Why? Because agile marketing is simple and hard at the same time. It’s simple to understand in theory. It’s hard to shift to working this way. For more information, check out aprimo.com

Marketing

© Copyright 2018. All rights reserved. Confidential. Proprietary.2
Our speakers
Andrea Fryrear
President & Lead Trainer, AgileSherpas
@AndreaFryrear
Anjali Yakkundi
Product Marketing Director, Aprimo
@AYakkundi
#AprimoAdvantage
Ed Breault
VP of Marketing, Aprimo
@edbreault

3 © Copyright 2018. All rights reserved. Confidential. Proprietary.
What’s in it for you?
Source: AgileSherpas 2018 State of Agile Marketing Report

4
Source: AgileSherpas 2018 State of Agile Marketing Report

7
Agile vs. agile
Specific methodology
Mindset shift
Values and principles
Teams & leaders are different
Nimble
Responsive
Adaptive
Fast

8
Particular Methodology
Scrum Kanban Scrumban

9
Source: 2018 State of Agile Marketing Report
Agile
Marketing
Approaches

11
We are uncovering better ways of developing software by doing it and helping others do it.
Through this work we have come to value:
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan

© Copyright 2018. All rights reserved. Confidential. Proprietary.
Experimental
Mindset in Action
Iterations and Increments
#AprimoAdvantage

© Copyright 2018. All rights reserved. Confidential. Proprietary.
From Team to Department
Major changes at CA Technologies
#AprimoAdvantage

22
Cameron
von Orman
SVP Product & Solutions
Marketing
CA Technologies

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

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

26
When you go big you
can also fail big.
#AprimoAdvantage

27
Low risk increments allow
expansion to be safe at
first and fast later on.
#AprimoAdvantage

30
Co-located teams
Ch-ch-ch-changes
Widely distributed teams

31
Co-located teams
Ch-ch-ch-changes
Widely distributed teams
Agile neophytes
Agile experienced
marketers

32
Co-located teams
Ch-ch-ch-changes
Widely distributed teams
Agile neophytes
Agile experienced
marketers
On-Prem productsSaaS

33
Co-located teams
Ch-ch-ch-changes
Widely distributed teams
Agile neophytes
Agile experienced
marketers
On-Prem productsSaaS
Portfolio of products
covering full life cycle
Single product

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

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

37
Engagement
6pts 11pts
Proud to work
for CA
31pts
Recommend
CA
11pts
Involved in decisions
affecting work
20pts
Valued as an
employee

38
20% improvement in
pipeline
(w/flat budgets)
Campaign delivery
from 2 months to 2
weeks
3x win rate for
marketing sourced
opportunities

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

7
5
Persistent
Cross-functional
Campaign teams
More
business
units

41
Start small.
Test smart.
Grow fast.
#AprimoAdvantage

© Copyright 2018. All rights reserved. Confidential. Proprietary.
Will You Be Next?
Planning Your Own Agile Transformation
#AprimoAdvantage

© Copyright 2018. All rights reserved. Confidential. Proprietary.
Thank you
For more information, visit resources.aprimo.com!
#AprimoAdvantage
Andrea Fryrear
President & Lead Trainer, AgileSherpas
@AndreaFryrear
Anjali Yakkundi
Product Marketing Director, Aprimo
@AYakkundi

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Why Agile Marketing Doesn't Mean Chaos with Andrea Fryrear & Anjali Yakkundi

2. © Copyright 2018. All rights reserved. Confidential. Proprietary.2 Our speakers Andrea Fryrear President & Lead Trainer, AgileSherpas @AndreaFryrear Anjali Yakkundi Product Marketing Director, Aprimo @AYakkundi #AprimoAdvantage Ed Breault VP of Marketing, Aprimo @edbreault

4. 4 Source: AgileSherpas 2018 State of Agile Marketing Report

5. 5

6. 6 NOT AGILE

7. 7 Agile vs. agile Specific methodology Mindset shift Values and principles Teams & leaders are different Nimble Responsive Adaptive Fast

8. 8 Particular Methodology Scrum Kanban Scrumban

9. 9 Source: 2018 State of Agile Marketing Report Agile Marketing Approaches

10. 10

11. 11 We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan

12. 12 Experimentation & Iteration

14. 14

15. 15

16. 16 Listicle

17. 17 Listicle Article

18. 18 Listicle Article Infographic

19. 19 Listicle Article Infographic Videos

20. 20

22. 22 Cameron von Orman SVP Product & Solutions Marketing CA Technologies

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

24. Step 1: Start Small The Get Big Curve

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

26. 26 When you go big you can also fail big. #AprimoAdvantage

27. 27 Low risk increments allow expansion to be safe at first and fast later on. #AprimoAdvantage

28. 28 Step 1

29. 29 Step 1 Step 2

30. 30 Co-located teams Ch-ch-ch-changes Widely distributed teams

31. 31 Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes Agile experienced marketers

32. 32 Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes Agile experienced marketers On-Prem productsSaaS

33. 33 Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes Agile experienced marketers On-Prem productsSaaS Portfolio of products covering full life cycle Single product

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

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

36. 36 1 2

37. 37 Engagement 6pts 11pts Proud to work for CA 31pts Recommend CA 11pts Involved in decisions affecting work 20pts Valued as an employee

38. 38 20% improvement in pipeline (w/flat budgets) Campaign delivery from 2 months to 2 weeks 3x win rate for marketing sourced opportunities

39. 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

40. 7 5 Persistent Cross-functional Campaign teams More business units

41. 41 Start small. Test smart. Grow fast. #AprimoAdvantage

42.

44. 44

45. 45

46. © Copyright 2018. All rights reserved. Confidential. Proprietary. Thank you For more information, visit resources.aprimo.com! #AprimoAdvantage Andrea Fryrear President & Lead Trainer, AgileSherpas @AndreaFryrear Anjali Yakkundi Product Marketing Director, Aprimo @AYakkundi

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