Marketing Agility 20/20An Agile Marketing Retrospective of 2019 and Predictions for 2020

Ed BreaultCMO, Aprimo

@EdBreault

Andrea FryrearPresident & Lead Trainer

@AndreaFryrear

BREAKTHROUGH WEBINAR SERIES

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Time for a RetroStart, Stop, Continue

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Going Agile Seems Obvious

Optimal People Utilization

Increased Visibility

DISCIPLINE

Increased Volume, Velocity

Close the Loop

Improved Customer

Experience

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Agile Off the Shelf… Can Backfire in a Major Way

Scrum vs Kanban “What language are

you speaking?”

“Good luck explaining points to the C-suite”

Scoping Your Epics“No surprises ever

happen”

Sprint Discipline

“Marketing work is so non-routine”

Burndown charts

“Just going to go into the blackhole of information

anyway”

Sprint post-mortem

Daily standups “How many

meetings are you already in?”

I’ve already got a backlog a year

long…”

Backlog scrubbing

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#1 EFFICIENCY #2

CYCLE TIME #3 THROUGHPUT

Source: AgileSherpas

The 3 [CRUCIAL] Metrics for Agile Marketing

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Key Agile Takeaways

1. Expectations2. Methodologies3. Culture4. Technology5. By Industry and Regulated 6. Departmental vs Enterprise7. Measurement

of Implementation and Benefits

METHODOLOGIES

CULTURE

TECHNOLOGY

By Industry andRegulated

Departmentalvs Enterprise

MEASUREMENT

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Agile Dashboard – Executive View

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Agile Dashboard – Management View

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QuestionsThank you for attending!

New State of Agile Marketing Surveyhttps://bit.ly/36NdNkf