Abstract: How can large, traditional marketing organizations - those that rely on functional departments, and annual marketing plans / budgets hope to keep up? We believe the answers lie in an Agile approach, and we are working hard to transform our marketing department from a plan / interrupt driven culture to one that can quickly sense and respond to customer needs and market changes.
This is easier said than done in a 350 person organization, but we are finding the solutions are familiar, and are rooted in a scaled agile approach. The key ingredients we have found so far include:
• A servant leadership mindset that lets go of details and actively supports team success
• Full cross-functional agile teams that eliminate the overhead of cross-departmental hand-offs and coordination
• Larger delivery groups organized around a set of solutions that deliver on a larger / holistic value proposition (aka release trains)
• Adaptive value delivery supported by experimentation, measurement, collaborative planning, and transparent execution
Our journey isn’t complete yet, but we are seeing real results. Join Steve Wolfe and Mary Bremel from CA Technologies and Yuval Yeret from AgileSparks to hear about CA’s journey to marketing agility, including key challenges faced and learnings applied along the way.
Learning Outcomes: - - Agile Marketing can achieve transformational results for marketing organizations that strive to become more relevant, competitive as they join the digital age.
- - Agile Marketing is possible not just for small nimble companies but also for large organizations with hundreds of marketers and several legacy siloes.
- - Blueprint for implementing agile marketing in a classic marketing organization - What are the key practices, how to start, what to pay attention to.
- - Agile Marketing can apply to marketing groups supporting a certain business as well as cross-corporate initiatives.
- - Differences between Marketing and Product Development to be aware of when extending Agile towards Marketing in your organization
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