| | AUGUST 20238CIOReviewIN MY OPINIONMany financial services brands are shifting their marketing organizations to agile to take advantage of the inherent benefits. The largest pros to agile are that it puts focus on the consumer, gets more results from less work, dramatically shortens the time to execute a campaign or test by emphasizing a quick launch of a minimal viable product (MVP) with subsequent, iterative improvements, allows for quick shifts in strategy or approach, and leads to data- and results-driven decision making. This agility enables organizations to innovate and take advantage of shifts in consumer demands, marketplace changes, and other opportunities. Agile differs from other types of marketing transformation because it's not a technology change, it's a process and mindset change: Agile removes the hierarchy in an organization and instead empowers people to own their work and set tasks that will deliver the target objectives and key results. It provides focus, which eliminate slower-impact work, reduces the number of meetings, and takes away the stress of having to constantly balance conflicting priorities.Agile also provides transparency for the squad into what each team member is working on every day and each sprint period, allowing team learning and sharing of ideas. This transparency is achieved through use of visual tools, like Jira, and with daily "standup" meetings that are quick reviews of what everyone is working on that day. In THE SHIFT TO AGILE IN MARKETINGBy Laura Cameron, VP, Digital Marketing, KeyBankLaura Cameron
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