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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.

 

 

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.

Mark Verone on Agile Marketing Operations at Gogo

Mark Verone on Agile Marketing Operations at Gogo

In this episode we talk with Mark Verone about his work adapting Agile to marketing and operations at Gogo. I initially got to know Mark through a six-part Forbes series on the topic of Agile Marketing—if you have not come across this content it’s worth a read.

In this conversation we really delve into operational aspects of Agile—Mark has a proper enterprise context that means integrating many systems that support his practice. Thus the conversation covers both marketing practices but also some of the platforms that support the practices. Mark’s team relies heavily on Jira which is interesting because many marketing teams initially struggle with more robust solutions like Jira and prefer lighter-weight applications like Asana or LeanKit. There’s some fascinating bits in here about how he’s customized workflows to support his team practice.

We also touch on why Mark’s team gravitated to Scrumban and how they’ve organized themselves with respect to aspects of the supply chain he manages. Give it a listen—as always we want your feedback! Let us know how we’re doing, what questions we should be asking, and where to take the show next.

Steve Wolfe of CA Technologies on Agile Transformation

Steve Wolfe of CA Technologies on Agile Transformation

In this episode of The Marketing Agility Podcast we’re joined by Steve Wolfe of CA Technologies and Yuval Yeret of AgileSparks. Steve joined CA through their acquisition of Rally Software a company that’s been developing tooling for Agile projects for several years. Yuval and AgileSparks has been working with CA to implement an Agile practice on the marketing side of the house. 

Like our previous conversation with VistaPrint this is an example of a company that’s bringing in outside resources to help facilitate an Agile transformation. Steve and Yurat speak about:
  • Using Agile to manage what can feel like an overwhelming amount of incoming marketing requests
  • How they are developing an Agile implementation from the bottom up and top down.
  • How to implement Agile with highly distributed teams and in a silo’d context.
There are still not that many companies that are making a push for Agile both bottom up and top down. You can check out the CA Agile Blog and if you’re in Boston check out this upcoming meetup.
Mahesh Singh on Swift Kanban Agile Tooling

Mahesh Singh on Swift Kanban Agile Tooling

This is the first of a new series of episodes in which we’ll speak with leaders at Agile tooling companies. Mahesh Singh is the cofounder and sr. vice president of marketing at Digite—the makers of Swift Kanban. Digite has been around since 2002 and they launched Swift Kanban in about 2011. At this time the service was focused on product management but it’s expanded to support marketing use cases. In this episode we discuss:

  • How Swift Kanban has expanded across business functions
  • How it integrates with other marketing tools (e.g. Salesforce)
  • What marketing analytics it provides
  • And, how it supports a range of Agile methods

For a first conversation with a tooling vendor this was a very informative discussion. It certainly validates that trend that we’re seeing with respect to marketers adopting Agile. If you’re interested in testing out Swift Kanban they have a free trial on the website, lots of documentation, video tutorial, and even a user community.