All marketers understand the need to be faster and more adaptive. Going Agile seems like an obvious solution, so why isn’t every marketing team an Agile marketing team? What if the very things we’re trying to fix -- our projects -- are the things that are holding us back? Join Agile marketing pioneer and 18-year digital marketer Andrea Fryrear as she reveals the team-first approach that frees marketers from project purgatory and puts them on the path to lasting marketing agility.By the end of this dynamic session, you’ll be able to:Avoid the common but deadly approach to pilots that can doom your Agile efforts before they startBuild persistent Agile teams who deliver the four key benefits of AgileMap your journey from zero to Agile, starting with your first dedicated Agile team and scaling as far as you need to go

1. DENVER, CO ~ MAY 8 - 9, 2023
DIGIMARCONROCKYMOUNTAINS.COM | #DigiMarConRockyMountains
Andrea Fryrear
CEO
AGILESHERPAS
Unexpected Agility: Why the Key
to High Performance Marketing
Lies with People Not Projects
KEYNOTE

2. Unexpected Agility:
Why the Key to High
Performance Marketing Lies
with People Not Projects

3. Copyright © 2023 AgileSherpas All rights reserved.
Prove the
impact of
marketing
Jump on
new
opportunities
Align with
Business
Goals
Right
Work,
Right
Time
Source: 6th Annual State of Agile Marketing Report

4. Copyright © 2023 AgileSherpas All rights reserved.
Prove the
impact of
marketing
Jump on
new
opportunities
Align with
Business
Goals
Right
Work,
Right
Time
Source: 6th Annual State of Agile Marketing Report

5. Copyright © 2023 AgileSherpas All rights reserved.
Prove the
impact of
marketing
Jump on
new
opportunities
Align with
Business
Goals
Right
Work,
Right
Time
Source: 6th Annual State of Agile Marketing Report

6. Copyright © 2023 AgileSherpas All rights reserved.
Prove the
impact of
marketing
Jump on
new
opportunities
Align with
Business
Goals
Right
Work,
Right
Time
Source: 6th Annual State of Agile Marketing Report

7. Copyright © 2023 AgileSherpas All rights reserved.
Prove the
impact of
marketing
Jump on
new
opportunities
Align with
Business
Goals
Right
Work,
Right
Time
Source: 6th Annual State of Agile Marketing Report

8. Why aren’t all marketers Agile?

9. Copyright © 2023 AgileSherpas All rights reserved.

10. Break down between the
IDEA and the
APPLICATION.
@AndreaFryrear

11. The question isn’t
SHOULD we be Agile.
@AndreaFryrear

12. Copyright © 2023 AgileSherpas All rights reserved.

13. Copyright © 2023 AgileSherpas All rights reserved.

14. The question isn’t SHOULD
we be Agile.
The question is HOW do we
apply Agile to OUR ways of
working.

15. Copyright © 2023 AgileSherpas All rights reserved.
What are the biggest barriers preventing your marketing
department from more completely implementing an Agile
approach?

16. Copyright © 2023 AgileSherpas All rights reserved.
New project
Insert Agility
Here

17. Copyright © 2023 AgileSherpas All rights reserved.
New project
Other
project
Other
project
Other
project
Other
project
Agile

18. Copyright © 2023 AgileSherpas All rights reserved.
New project
Other
project
Other
project
Other
project
Other
project
Agile
BAU
(not Agile)

19. Copyright © 2023 AgileSherpas All rights reserved.
New project
Other
project
Other
project
Other
project
Other
project
Agile
Agile Agile
Agile Agile

20. Copyright © 2023 AgileSherpas All rights reserved.

21. This is a project first vs.
people first approach.

22. Project first won’t deliver
agility.

23. Business agility starts with
people.

24. Copyright © 2023 AgileSherpas All rights reserved.
Use Agile practices to
build familiarity, build
momentum inside
existing teams
GOOD

25. Copyright © 2023 AgileSherpas All rights reserved.
1. Build
a
Backlog

26. Copyright © 2023 AgileSherpas All rights reserved.

27. Copyright © 2023 AgileSherpas All rights reserved.
2.
Visualize
Workflow

28. Copyright © 2023 AgileSherpas All rights reserved.
Backlog Defined In
Progress
Done Accepted
Kanban

29. Copyright © 2023 AgileSherpas All rights reserved.
3. Limit WIP

30. Copyright © 2023 AgileSherpas All rights reserved. Source: MarketingProfs 2019 Marketer Happiness Report

31. Copyright © 2023 AgileSherpas All rights reserved.
To do Doing
1
Done
WIP Limit Too Low
Slow flow
(end-to-end)
People
often idle
Zzzzzzzz
To do Doing
5
Done
WIP Limit Too High
Slow
flow
People
never idle
Tasks often
idle
Lack off wall
space…

32. Copyright © 2023 AgileSherpas All rights reserved.
To do Doing
2
Done
WIP Limit Just Right
Fast flow
People
Sometimes
Idle (slack)
Task rarely
idle

33. Copyright © 2023 AgileSherpas All rights reserved.
Have Daily Standup
Daily strategy session
15 minutes tops
Everybody stands
Common format:
● What I did yesterday
● What I’ll do today
● Impediments
Team leaves with a short-term plan

34. Copyright © 2023 AgileSherpas All rights reserved.
Retro Every 2 Weeks
Team only. Period.
Serious discussion about process.
Common format:
● What I did yesterday
● What I’ll do today
● Impediments
Crucial meeting for continuous
improvement.

35. Copyright © 2023 AgileSherpas All rights reserved.
Use Agile practices to
build familiarity, build
momentum inside
existing teams
GOOD
Run proper pilots for
90 days to prove
impact of dedicated
teams + agility
BETTER

36. Copyright © 2023 AgileSherpas All rights reserved.
Better: Pilot Teams
New
project
Flowing people to work Flowing work to teams
New
project
Rimarketing Framework® AgileSherpas

37. Copyright © 2023 AgileSherpas All rights reserved.
Pick Your Pilot
Dedicated
Purpose Leader
Core KPI(s)
100% with the
team
Support +
strategy

38. Copyright © 2023 AgileSherpas All rights reserved.
Use Agile practices to
build familiarity, build
momentum inside
existing teams
GOOD
Run proper pilots for
90 days to prove
impact of dedicated
teams + agility
BETTER
Adjust your team
structures to embed
Agile ways of working
across the dept
BEST

39. Copyright © 2023 AgileSherpas All rights reserved.
Team
1
Team
2
Team
3
Team
4
Chief
Marketing
Owner
Agile Leads
Marketing
Owners
Content Chapter
Team 1 = Top of Funnel
Team 2 = Middle of Funnel
Team 3 = Bottom of Funnel
Team 4 = Retention
Product
of
Persona-based
Group
Adapted from Scaling @ Spotify,
Anders Ivarsson & Henrik Kniberg

40. Copyright © 2023 AgileSherpas All rights reserved.
Leadership Team
Strategy Group
Execution Team

41. Copyright © 2023 AgileSherpas All rights reserved.
Go With the New Flow
New project

42. Copyright © 2023 AgileSherpas All rights reserved.
Kickstart your own Agile climb
with the right resources.
Scan the code for access to
multiple courses to support you,
whatever path you choose!
Andrea.Fryrear@AgileSherpas.com