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Panel: Why Investing in Agile Marketing Operations & Your Customer Experience Is Always Worth It

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Sarah Fruy
Director of Brand & Digital Experience at Pantheon
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Panel: Why Investing in Agile Marketing Operations & Your Customer Experience Is Always Worth It
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About speakers

Sarah Fruy
Director of Brand & Digital Experience at Pantheon
Steven Shapiro
VP of Marketing, Americas at CleverTap
Bhaskar Roy
VP of Marketing & Growth at Workato
Eric Williamson
Vice President of Brand & Digital Marketing at Acquia
Scott Brinker
Chief Marketing Technologist, Co-founder & CTO at ion interactive

As the director of brand and digital experience, Sarah Fruy leads the strategy, goals, and road map for Pantheon's public-facing website and branded content. Fruy is a ScrumMaster® and Certified Agile Marketer who joins Pantheon with over 10 years of experience in the marketing, digital publishing, and online advertising industries, along with marketing strategy and digital marketing certifications from Cornell Johnson Graduate School of Management. Previously, she worked at emerging media companies, such as Say Media, as well as heritage brands like the San Francisco Chronicle.

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Steven leads marketing for the Americas at CleverTap. He brings a diverse background delivering growth at scale and has held leadership roles at Informatica, WeaveWorks, VmWare, Symantec, McAfee and Hewlett-Packard.

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Bhaskar brings more than 20 years of experience in building innovative products and taking them to market. He is an entrepreneur and a proven leader with startup experience (like PlaceWare, Qik), an advisor to startups as well as leading groups within large organizations, like Oracle, Microsoft and HP. Prior to Workato, Bhaskar was the CPO of Playphone, which was acquired by Gung Ho. And prior to that, he was the Founder and SVP of Products at Qik. Qik was acquired by Skype in January of 2011 by Microsoft. At Skype, Bhaskar was Head of Qik Products where he led the charter to bring asynchronous communications and new mobile experiences in Skype.

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Eric Williamson is a senior marketing executive with experience in brand strategy & marketing, demand generation, digital marketing, strategic planning, social media, and analytics. He is currently the VP of brand and digital marketing at Acquia leading all brand and digital & social marketing efforts globally for the company.

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Scott Brinker has been analyzing marketing technology and its impact on marketing organizations for more than a decade. He writes the chiefmartec.com blog and serves as the program chair of the MarTech conference series. He serves as VP Platform Ecosystem at HubSpot, helping to grow and nurture the company's community of technology partners. And he authored the best-selling book Hacking Marketing, about adapting software management practices — such as agile methodologies — to marketing teams. Previously, he was the co-founder and CTO of ion interactive. He holds degrees in computer science from Columbia University and Harvard University and an MBA from MIT.

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About the talk

You’ve heard about agile marketing, marketing operations, and the customer experience before - they’re not particularly new categories in our very dynamic, fast-moving industry - but you probably haven’t realized yet just how mission-critical they are. Truthfully, investing in them nearly always pays off. Just ask anybody on this panel. They’re going to give you more than a few hard-hitting, no-punches-pulled martech case studies - from Workato and Aqcuia, to Pantheon and Clevertap - to make the point, and they’re going to do the hard work of distilling the top-performing best practices from them for you, so you can get straight to work on them as soon as you get back to the office.

00:13 What is the motivation behind Agile Marketing?

03:30 What were the things that needed to be reinvented in Agile?

05:45 Is it worth bringing the Agile approach into all the markets?

09:29 Formalizing customer centricity

11:43 Alignment with customer objectives

16:20 Running Sprints with a fixed timeframe

16:52 Tracking work in progress

18:43 Specific DRI

19:51 Sprint reviews and Retrospective

22:33 Product owner role and who it is

25:15 Advice to agile enthusiasts

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All right, I mean, a little round of applause for the folks who've been you know pioneering agile market, 00:03 including most of our panelists, 00:08 which is a good sign all right, thank you. 00:10 So maybe that's a great way to begin is actually could just go down the line. 00:13 A bit in line with the current company that you're working with like pantheon. 00:18

When did you guys start embracing agile marketing and what was really the motivation 00:22 for that so as a company pantheon start embracing it. 00:26 About 6 years ago on our product team and then I joined pantheon about 2 years ago, 00:29 an art director of product approach mean was like I think it would be really great if we started to adopt. 00:34 This more holistic Lee as a company and so folks from the marketing team sales finance. 00:41

Across the board became certified Scrum Masters and then we started thinking as an organization. 00:46 How can we be more agile as a company versus just having an agile product team? 00:50 So at work harder you know. 00:57 But the luxury to build the marketing team from scratch and having a product background. 01:01 So I've been doing agile for a while so in the company itself. 01:06 The engineering team. 01:09 The product teams. 01:09

They all use agile processes on the marketing team. 01:11 We actually started having you know a good enough mass whereby we can start doing agile. 01:14 Maybe 2 to 3 years back, 01:19 and that's when we adopted agile and the process is therein. 01:21 So similar story you know, 01:25 we have been doing agile and the product team across engineering, 01:27 obviously and then on our web team in marketing. 01:31 They've been using it for years, 01:34 specifically thinking about demand. 01:36

Gen an editorial, 01:36 though this is the first year we sort of adopted that and underneath me, 01:38 I have the web team editorial and demand. 01:43 Gen so we were able to create one little small team, 01:45 so of the 50 people in our global marketing Department. 01:49 We have one team of 7 that are doing agile marketing. 01:52 Right now, the Web team, 01:56 obviously had the most experience so they took the lead in setting some of the initial systems up. 01:57

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