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

1. Go Agile Without
Going Crazy
#AprimoAdvantage

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

3. 3
35.8%
68.5%
When does your marketing department
plan to implement Agile?

4. 4
Go Big or Go Home.

5. 5
Before After

6. 6
Selective
Abstraction:
Ignoring everything about
the journey except its final
destination.

7. 7
Big Change
Selective
Abstraction
In Action

8. 8
1st Small Change
Ignored Context

9. 9
Agile Transformation

10. 10
Today
Big
Change?
Big Results!!
Status
Quo
IF No IF Yes

11. 11
Today
Small
Change
Small
Win
Small
Lesson
Small
Change

12. 12
Option 1: Pilot Project

13. 13
Dave Noyle
Creative Director
Sun Life Financial

14. 14 Image credit: Henrik Kniberg

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

16. 16
Right project:
Small scope, no urgency

17. 17
Right project:
Small scope, no urgency
Right people:
Available, flexible partners

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

21. 21
Option 2: Pilot Teams

22. 22
Nick Jue
CEO
ING Netherlands

23. 23
1 Site
2,500 Employees

24. 24
2 Months
5 Board off-sites

25. 25
2,500 employees
250 multidisciplinary Squads
13 Tribes

26. 26
Tribe
Squad Squad Squad Squad Tribe
Lead
Agile
Coach
P P P P
P = Product Owner

27. 27
• Quicker to market
• Increased employee engagement
• Reduced impediments and handoffs
• Improved client experience

28. 28
And it all started with
pilot teams!

29. Marketing Product IT
Team 1 Team 2 Team 3

30. Marketing Product IT
Team 1 Team 2 Team 3

31. Marketing Product IT
Team 1 Team 2 Team 3

32. Marketing Product IT
Team 1 Team 2 Team 3

33. 33

34. 34
Tribe
Squad Squad Squad Squad Tribe
Lead
Agile
Coach
P P P P
P = Product Owner

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

37. 37
Incremental squad
expansion spreads process
without disruption
Squads as
Increments
Squad
P
Squad
P
Squad
P

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

40. 40
Pillars of
Agile
Marketing
Iterative
Predictability
Empowered
Culture
Transparency
Flexibility
Prioritization
Supporting AGILE
Marketing teams

41. 41 aprimo.com © Copyright 2018. All rights reserved. Confidential. Proprietary.
Agile Marketing
isn’t chaotic.
It requires
processes and
a collaboration
system.

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

43. 43 aprimo.com © Copyright 2018. All rights reserved. Confidential. Proprietary.

44. 44
Collaboration: Foster Communication
System wide visual
view of work
Display work by
Project, Team, Roles
Highlight of conflicts
or bottlenecks

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

47. 47
Once upon a time…
What Will Be Your
Marketing Story?

48. 48
Reduced Cycle Time
Increased Productivity
Improved Quality
Improved Customer Responsiveness

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

50. 50
Q&A

51. 51 aprimo.com © Copyright 2018. All rights reserved. Confidential. Proprietary.
Mind the Gap Webinar Series
• Find all related content for all 5 webinars in the Aprimo series at:
https://www.aprimo.com/advantage-webinar-series/
• AgileSherpas online course: https://agilesherpas.thinkific.com/courses/introduction-to-agile-
marketing promo code: aprimo = 50% off

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