Andrea Fryrear – Agile Marketing expert and President and Lead Trainer for AgileSherpas – and Carolyn Ghaie – Director of Activation Services at Aprimo – discuss how a well-structured marketing organization is required to enable agile marketing and how to get started. They also touch on technology’s role in the overall solution.
For more information, visit aprimo.com
2. 2
Our speakers
Andrea Fryrear
President & Lead Trainer, AgileSherpas
@AndreaFryrear
Carolyn Ghaie
Director of Activation Services at Aprimo
#AprimoAdvantage
Ed Breault
VP of Marketing, Aprimo
@edbreault
15. 15
“If we just flipped the
switch it would be a bit
of a disaster...So we took
the pilot approach and
launched into one
project, two sprints, in a
single line of business.” Dave Noyle
Creative Director
Sun Life Financial
18. 18
Right project:
Small scope, no urgency
Right people:
Available, flexible partners
Right perspective:
Experimental, trusting
19. 19
“Our business partners
say there’s no way
they’d go back. Results
are better, the quality is
better, and the speed
and pace are better.”
Dave Noyle
Creative Director
Sun Life Financial
20. 20
Short Duration Long Duration
Picking the Right Project
Adapted from The Scrumban [R]evolution
Unim
portant
Large
Project
C
ritical
Small
Project
W
eak
Business
Sponsorship
strong
Business
Sponsorship
Optimal
Project
35. 35
• 9 members or less
• Variety of functions
• Manage process & improve outcomes
• PO coordinates, not leads
ING Squads
Squad
P
36. 36
Chapter
• Develops expertise and knowledge across squads
• Spreads iterative improvements discovered by Squads
• Chapter leads provide opportunity for advancement
ING Chapters
38. 38
Tribe
Squad Squad Squad Squad
P P P P
Collection of squads with
interconnected missions
Tribe Lead aligns with
organization
Iterative improvement
from squads spreads
easily
Tribe
Lead
ING Tribes
39. 39
Potential Tribes
Scope: First point of
contact with a potential
customer until product is
chosen.
Typical composition: ⅓
tech, ⅔ business
Example: Omnichannel
marketing
CUSTOMER EXPERIENCE
Scope: Enables squads
to work independently.
Provides systems, apps,
architecture.
Typical composition:
Heavily towards tec
Example: Building
omnichannel tech
infrastructure
ENABLING
Scope: From when
product is chosen
through fulfillment &
management.
Typical composition: ⅔
tech, ⅓ business
Example: Mortgages
CUSTOMER SERVICE
42. 42
Transparency: Visibility Across Work
Single source of truth for
marketing activities
Visibility into project
status & pertinent
information to support
agile teams
Dashboards with key
metrics to drive decision
making progress
45. 45
Agile Board Vision (10)
Highlight risk areas &
capacity
Quickly make simple
changes like re-assign
or move due dates
Flexibility: Easily Accommodate Change
46. 46
Resource Management: Art of Balance
View all team member
assignments & estimated
work across projects
Rebalance project
assignments to prevent
bottlenecks
Clear view of teams
workload to meet delivery
commitments
49. 49
Wrap-up
• Moving Agile Marketing from theory to implementation
• Shared a leading practice for starting off on the right type of project
• Reviewed how to design your pilot teams to create optimal team composition
• Purpose-built technology is available for Agile Marketing to help you realize the
value of this emerging business discipline
52. Thank you
For more information, visit resources.aprimo.com!
#AprimoAdvantage
Andrea Fryrear
President & Lead Trainer, AgileSherpas
@AndreaFryrear
Carolyn Ghaie
Director of Activation Services at Aprimo