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Learning to do Agile in Marketing

Learning to do Agile in Marketing by Antony Marsh

Antony Marsh,

November 25, 2018

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Conference 2018 India LogoMarketers 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.

Antony Marsh

Antony Marsh headshot

Agile and Lean Coach @ PT Epika Agile Consultancy

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. 

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