Learning to do Agile in Marketing

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Antony Marsh

Description[edit | edit source]

Marketers must comply with tight legal, brand, and risk requirements imposed on them by the organisations. How can we apply an Agile mindset & framework here?

Marketing departments want to be agile, but still tend to be hierarchical and command and control driven. How can we break down these organisational structures and cultures?

Marketers are familiar with “test and learn”, but don’t apply this to their own work practices easily. How can we leverage this to our advantage?

Antony provides insights from his journey leading a marketing department in a large Australian bank, shifting their mindset and practices away from “fake” Agile towards a more effective way of harnessing Agile’s power of experimentation and learning. Antony shares practical suggestions on how to understand work processes in non-technical areas and how to select Agile frameworks, then experiment and continuously improve.

Download the slides here:Media:Learning to do Agile in Marketing by Antony Marsh.pdf

Antony Marsh | Agile and Lean Coach @ PT Epika Agile Consultancy[edit | edit source]

Antony has worked in the Agile space for over ten years and now practices as an executive coach promoting agile leadership and business agility. He assists and helps drive organisations wanting to start an Agile or digital transformation.

Antony works closely with local tech teams to ensure good agile practice and continuous improvement, but also coaches and mentors the C-suite and senior leaders to ensure that the benefits of agile at the team scale can be extended upwards and outwards to ensure real business agility. He’s strongly focused on making Agile change an inclusive, whole of enterprise activity.

Jon is leading on agile ways of working being the default approach to how we approach change, across Barclays Group, with 120,000 colleagues. Jon has 20+ years experience of taking and leading an agile approach to change in Financial Services, starting out as a developer on the trading floor. Prior to this role, Jon was leading Derivatives Technology which had a large regulatory book of work which was delivered with agile principles and practices. He and his team is the winner in the category of “Best Internal Agile Team” & “Most Valued Agile Professional (UK) (Runner Up)” at the Agile Awards 2016.