How Agile Marketing works

A practice experience by Jeremy Curtin

Who am I

Chapter Chairman and Founding Member

Currently Director of Digital Experience (Liberty Global)

12+ years experience spanning operations, digital, sales and marketing

Primary focus currently is on building a customer focused engagement

infrastructure spanning 13 markets

Using digital infrastructure to build a common way of working and

engagement methodology

Breaking down the silos – Enhancing customers experience by improving

communication and collaboration in an open and transparent way of

working

What drove the need to change

• Multiple digital teams

• Limited resources

• Differing priorities

• Digital at the bottom of

the ideation and

campaign creation funnel

• Multiple iterations

required to obtain a

viable delivery due to

misaligned stakeholders

• Individual deliveries

Agile a new way to engage

Plan

Develop

Test/Align Deploy

Optimise Fosters a

cycle of

continuous

improvement

Isolated

singular

development.

Deliver and

move on

How did we drive change

Unified Planning

Sales

Service

Demand

Analytics

Aligned

Delivery

Analyse and optimise

Stakeholder review

and alignment

Sprint

Challenges

Lack of understanding of what you are trying to

accomplish

Implementing an educational phase and designating advocates

Gaining support within the wider organisation and

aligning with other waterfall projects

Clearly understanding the deliverables and how they interact

with each other

How to get started

Pick one project and start small

Demonstrating your success and highlighting your

improvement opportunities

Clearly define your success measurements

Patience, Patience and more Patience

What were the results

Reduced time to market for campaigns by 60% roughly reducing

implementation time from 6 weeks to 2 weeks

Reduced rework time due to stakeholder alignment and agreement to

launch MVP and optimize in production

Drove double digit YoY conversion uplift

Increased overall customer satisfaction by demonstrating a constantly

evolving experience

What to watch out for

• Don’t work in isolation

• Don’t follow the process

for the sake of it

• Don’t believe that this will

change the world

overnight

• Don’t be afraid to evolve

• Don’t give up

• Do shout what you are

doing

• Do engage others within

the business and get them

involved

• Do be open and honest

about results and WoW

• Do examine and revise

how you organise your

teams

QUESTIONS????