Reproduced from a conversation originally recorded in May of 2021
Hello and welcome back to CMA Connect. In this episode, your host John Wiltshire talks about the power of agile marketing with Analia Lapichino, Senior Director Value Proposition Strategy at Rogers Communication. They speak about the benefits of agile marketing’s scrum framework and how Analia uses this method with her team to get things done.
Tune in to learn the difference between agile marketing and agile development (2:14) and how agile marketing (3:54) allows you to accelerate the pace at which you reach a customer. Here’s a quick preview of the discussion around the five principles of agile marketing:
1) Focus on analysis vs opinion (7:20)
From breaking a decision into small (bearable chunks) with less risk to recognizing that leadership ideas don’t have a higher success rate, learn how to focus on analysis rather than opinion.
2) Take a customer-centric approach (8:39)
Analia believes that companies need to think through every customer experience for every marketing campaign or tactic.
3) Be fast and fail fast (10:41)
If failure is a given, how can you embrace and learn from failure so you don’t fail the same way twice?
4. Be collaborative and avoid hierarchy (12:22)
You can empower your squad and transform their leadership journey by embracing servant leadership.
5. Be efficient in your leadership support (17:37)
Set the vision and the guardrails you need to get there. When you eliminate the passing of the baton, you’re on the right path.
Last, but not least, find out why you need specialists to bridge beyond the area of competency, along with a (non-hierarchical) environment that makes ordinary people extraordinary (19:48).
To learn more about how you can achieve success through agile marketing, 🎧 tune in to CMA Connect 🎧.
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