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Rachel Krug on Taking Agile from Product Management to Marketing at Right Networks

Rachel Krug on Taking Agile from Product Management to Marketing at Right Networks

 In this episode we talk with Rachel Krug who leads the marketing function at Right Networks, a firm that helps companies bring their accounting systems to the cloud. Rachel was familiar with Agile from her work as a product manager at Constant Contact but found herself adapting Agile for the marketing function in her current role.

She manages a small cross-functional team including a content lead, field marketer, marketing ops lead, and a partnerships leader. Plus, like most marketers at smaller firms, she relies on outside contractors and service providers. When Rachel arrived the team was operating in a reactive fashion without a rigorous operations or planning practice. In this session, she talks about introducing Agile with a handful of rituals and how those have made a huge impact on how the team functions and the results they produce. Listen in to learn about why she focused measurement and tracking out of the gate and how Agile later influenced a major product launch.

Four Years Later, Catching up with Kirstin Falk

Four Years Later, Catching up with Kirstin Falk

 In this episode we welcome back an early guest from the show, Kirstin Falk who serves as the managing director of brand innovation and social at Charles Schwab. When we originally spoke with Kirsten she was leading the marketing function at Red Brick Media.

In this episode Kirstin speaks about why she did not introduce Agile right away, in favor of deeply understanding the endemic culture at Schwab. In fact, it took a full year before she started introducing the approach. Four years later they are still at the beginning of the Agile journey but she’s seen significant mindset change. Where there was resistance previously, she sees more awareness and significant demand for Agile.  In fact, Agile training is now available to all marketing employees.

 

 

Salesforce’s Mathew Sweezey: Agile Content Marketing

Salesforce’s Mathew Sweezey: Agile Content Marketing

 In this episode we talk with Mathew Sweezey an author and speaker who serves as a marketing insights leader at Salesforce. Mathew joined Salesforce via their acquisition of Pardot, a marketing automation service, where he was introduced to Agile through a close working relationship with the development team there.

In this session, he talks about how Agile is becoming the default operating system for marketing—though he acknowledges that many marketers are still not yet aware of an Agile Marketing movement. In fact, he shares that his own experience with Agile started before his team called it Agile.

Mathew is a content marketing expert to follow—he educates internal teams, clients and prospects about Agile marketing and marketing modernization. Enjoy! Also, in this sessions, Mathew mentions a film called Art&Copy that’s worth watching.

 

Claire Drumond on Agile Content at Atlassian

Claire Drumond on Agile Content at Atlassian

For this episode we reached out to Claire Drumond who is a content strategist and product marketer at Atlassian.  In this episode we touch on:

  • How Claire settled into a blended method between Kanban and Scrum (Scrumban)
  • The degree to which she iterates on content
  • How she uses Hip Chat (messaging) in concern with task management (Jira)
  • and how she views her content as a product

Fair disclosure, we’ve been Atlassian users over the years so bring that as context to our conversation. We look forward to bringing Claire back in 6 months or so after Atlassian has done more to integrate Trello into their portfolio. At present on the most common things that we hear from marketers is that Jira is built for technical users rather than business users. Presumably Trello will help address this but that discussion was a bit premature for this episode.

The Cross-Functional Team Imperative with Bryan Semple

The Cross-Functional Team Imperative with Bryan Semple

 In this episode we talk with Bryan Semple who serves as the GM and CMO at SmartBear (just acquired by Francisco Partners)—Bryan has a lot to say about scaling Agile at a mid-market company that’s completed many acquisitions. Actually, the fact that they’ve done some many acquisitions led to his insights around why he sees cross-functional teams as imperative. In this episode you’ll hear about:

  • How Bryan transitioned from functional silo (shared services) to distributed resourcing (x-functional teams)
  • Some key differences between engineering and marketing teams that impact Agile method
  • How SmartBear connects Agile planning to strategic planning

Bonus, check out a couple of blog posts on Agile Marketing from Bryan.