Agile – The key to faster, more responsive Marketing
More and more CMOs are looking at Agile Marketing as the way to modernize their organization and make it faster and more responsive to the needs of the business while engaging and re-activating marketers that are simply struggling under the load and overheads of the old ways of doing Marketing.
So, Is Agile Marketing For Me?
Join our Lean/Agile Marketing workshop to evaluate whether Lean/Agile Marketing can help your marketing organization and how you can take your first steps towards implementing it.
This is a two-day course designed to get teams up and running on Agile Marketing. The first day covers basic concepts and walks teams through how they can apply these concepts to a hypothetical company. The second day helps them create their marketing backlog, hold their first Sprint Planning session, and prepare for their first Sprint including how they will manage the flow during that sprint. On the Monday following the training, they can begin that first Sprint.
Who is it for
This class is for marketers and marketing leaders interested in addressing some of the challenges in marketing via a new marketing operating system.
When a few attendees come from the same marketing organization/team they can actually work on their own context and accelerate their agile marketing liftoff during the class.
- Awareness – The need for Agile Marketing
- The need for responsiveness/flexibility: Audiences and internal stakeholders expect marketing to respond and adapt in real time. Agile methodologies make this feasible.
- The need for sustainability: Marketers aren’t currently working at a sustainable pace. Burned out employees deliver poor results. Agile creates a reliable, regular cadence that keeps marketers sane.
- The need to deliver in uncertainty: We can’t know what new technologies, channels, or competitors are around the corner, but we need to get work done no matter what’s next.
- The pace of change: The rate of change marketing has to deal with is unprecedented. We can either react mindlessly, or turn this change into a competitive advantage through deliberate Agile practices.
- New roles for Marketing (Chief Customer Experience Officer): Marketing’s responsibilities have expanded throughout the enterprise and across the customer journey. In parallel marketing is expected to be more supportive of actual revenue generation activities. Old fashioned marketing structures and management techniques struggle to deal with these new roles and expectations.
- Defining Agile Marketing
- What ISN’T Agile Marketing – agile vs. Agile, dispel agile is anti-planning myth, agile==Scrum
- What IS Agile Marketing – Values and Principles
- Agile Marketing vs Agile Development – Common/Different
- Implementing Customer Focus
- Organizing around Value – Agile Marketing Teams/Value Streams oriented around Customer Value/Impact on the Customer journey
- Organizing marketing work in User Stories focused on value
- Working with other functions in the organization (e.g. Development, Operations/Support, Sales) to create Remarkable Customer Experiences
- Implementing An Agile Planning/Execution Approach
- Understand your options for implementing an Agile process
- Establish Marketing Flow using Kanban
- Establish a Marketing Cadence using Scrum
- Combining Kanban and Scrum – ScrumBan
- Key Agile Roles, Events, Artifacts
- Creating a Validated Learning Process/Culture
- Iterating vs Incrementing – Principle and applying in practice
- Understand Lean Startup principles and their importance in an agile marketing organization – including concepts like Minimum Viable Product/Play/Campaign, Build-Measure-Learn, Validated Learning, Growth metrics vs Vanity metrics.
- How to apply a learning loop to a variety of marketing activities
- Collaboration/Alignment/Effective Agile teams
- Self-organized teams and self-organization techniques
- Cross-functional autonomous teams, including working with freelancers and agencies
- Working with other teams at scale
- Adapting to Change (this may be covered in the leadership course under business agility)
- Techniques for responding quickly to brand damaging events or fleeting opportunities
- Techniques for adapting to economic or market disruptions and competitors with disruptive business models
- Succeeding with Agile Marketing
- Reaching the tipping point – How to convince others in the organization to explore Agile Marketing.
- Create an initial blueprint for implementing agile marketing in your team.
Here is the Agenda:
Day 1 – Theory and practice exercises
The Need For Agile Marketing
What Is Agile Marketing
Introduction to Kanban
Kanban Principles and Practices In Depth
Introduction to Scrum
Scrum in Depth
Day 2 – Applying Agile Marketing to Your Business
Validated Learning / Experimenting
Agile Marketing in Real Life (Case Studies)
Scaling Agile Marketing
Plan Your Agile Marketing Implementation
Q & A
Trainer – Yuval Yeret
About Yuval: Yuval is the Agile Marketing practice lead at AgileSparks. He is currently the lead Agile Marketing coach on one of the biggest Enterprise Agile Marketing initiatives world-wide working hands on with the global CMO and her staff on transforming marketing. He is leading several strategic long-term lean/agile initiatives in large enterprises such as Siemens, HP, Amdocs, Informatica, Intel, CyberArk among others. Yuval is a big believer in pragmatic, best-of-breed solution design. He is a recipient of the Brickell Key Award for Lean Kanban community excellence. He is the author of “Holy Land Kanban” based on his thinking and writing at yuvalyeret.com.