Adding Agile to Your Marketing

. February 2, 2019

The Agile methodology has worked wonders for software development and an increasingly wide range of other processes. Why not for marketing, too? IBM is one major brand leading the way in applying Agile to marketing, with exceptional results — especially considering that IBM’s marketing team is over 5,000 strong, worldwide.

DAC talked with Michelle Peluso, CMO of IBM, to get the details of how the company went about implementing an Agile approach, how it’s working, and how other companies can do the same. “We’ve seen tremendous progress,” says Michelle. “Engagement overall has been moving up nicely. We know our outcomes are better, and most of all the teams themselves say they feel like they are doing the best work of their lives.”

Listen in as Michelle explains! Also check out this video: Using AI to Augment Marketing Measurement at IBM

Video Transcript

Michelle Peluso: If you’re intent on changing culture, Agile transformations can happen at any organization at any scale. I think that the most important thing for me is be really clear in what you want to and need to achieve in the next six months and then get going.

It’s amazing to me how quickly you can make progress even at a big company like IBM. When we moved everybody to Agile we went through very dedicated training. Two quarters of training for our marketers where we ask them to participate in a lot of digital learning and then also a lot of in-person learning.

We have Agile coaches in all of our marketing locations around the world. We have certified agile champions so these are people who not only took all the extra coursework but also had been working in Agile long enough that they’re certified as a champion.

Every Agile team has an analytics champion and analytics discipline on because we’re just really passionate about the fact that marketing is art and science. Every Agile team is oriented against an outcome; they’re there to make sure that they’re offering grows and thrives and flourish with our clients. It may be there to support a professional and to make sure for instance all doctors know about Watson Health and the benefits of A.I. the medical profession. They may be there to support an industry.

Really understanding financial services, what’s the end and technical journey that most financial services companies are on. Every Agile team really decides what ingredients they need to make sure they’re hitting their objectives. All this is helping to make sure that our teams are constantly thinking about how Agile applies to their everyday work.

There is a checkpoint that teams do together every quarter. Every Agile team once a quarter goes through a health check just understanding, are they committed to the values? Are the tools working for them the porosity working for them? Do they have faith that they’re getting better every single day?

We’ve just seen tremendous progress, engagement overall has been really moving up nicely. We know our outcomes are better but most of all the teams themselves are saying they feel like they’re doing the best work of their life and that to me is a rewarding process. Now you’ll always be better next month. We will always be better next quarter. There is no end state here.

Whatever we’re doing now I expect us to be stronger six months from now, a year from now. But we’re certainly on that journey.

Tags: , , , ,

Category: Case Studies, Culture, Customer Experience, Decision-Making, Engagement, How-To, Innovation, Methodologies, People, ROI, Trends, Videos

About the Author ()

Daniel Kehrer is Executive Editor of the ANA Data Analytics Center (DAC), a leading voice of thought leadership and education in marketing measurement, data and analytics. He is also the Founder of BizBest Media Corp. and previously headed marketing at MarketShare LLC, an advanced marketing analytics technology company.

Leave a Reply

Your email address will not be published. Required fields are marked *