Scaled Agile Marketing

It’s Agile Marketing Time

One of my interesting engagements these days is with a corporate marketing group in one of the top global enterprise technology companies. They have a very serious agile initiative in product development and their CMO basically said “I think I need Corporate Marketing to become agile as well”.

When I asked her and her people “Why Agile” (This is the way I start every engagement) I learned about the challenges of being a slow, hierarchical, silo-driven organization focused on “Big Launches” and drowning in work and struggling to deal with the pace of change/responsiveness required by the market they were in.

Over the last few months I’ve been helping the CMO and her people figure out what it would mean to become agile by both looking specifically at the marketing group serving one of their Business Units and preparing to launch a “Scaled Agile Release Train” as well as the overall marketing culture/behavior/structure and leadership style. Fascinating stuff. Especially since at the same time I’m also doing a lot of marketing work myself since coming over to the US.

In parallel I spent some time working with a small product marketing team helping them leverage Kanban to get to a more sustainable way of working with faster more focused cycle times on the things that matter and better learning integrated into their flow.

And just this morning I saw a message that the VP Marketing at another one of our promising enterprise-level clients is interested to explore agile in marketing as well.