turning agile marketing from theory document...

Document Title Secondary Title

00/00/18

Turning

Agile Marketing

from

Theory

to Reality

Chas Moloney

Marketing Director

Ricoh

@chasmoloney

#Ignite19

Any questions can be submitted via the

Ignite 2019 app

Click on Ask the Speaker

What we have seen ….

Agile Marketing

Improved and Increased ROI / Results

Improved Employee Engagement

Inc

reased

S

takeh

old

er

En

gag

em

en

t

Inte

rnal

Perc

ep

tio

n

@chasmoloney

#Ignite19

Agenda …

How to get started with agile – with no internal experience and limited

knowledge.

How you should wade through the jargon and sometimes complex

methodologies to find the right approach for your circumstances.

What role technology plays in Ricoh’s approach to agile.

How to overcome internal cynicism and defeat the doubters.

How agile has improved internal perceptions of marketing and

interdepartmental relations.

What the next stage of Ricoh’s agile development looks like.

@chasmoloney

#Ignite19

What is Agile Marketing...

• Agile Marketing is an approach to marketing that takes its inspiration from Agile

software development.

• The goals of Agile Marketing are to improve the speed, predictability,

transparency, and adaptability to change of the marketing function.

• Agile Marketing is built on several core Values:

• Responding to change over following a plan

• Rapid iterations over Big-Bang campaigns

• Testing and data over opinions and conventions

• Many small experiments over a few large bets

• Individuals and interactions over processes and tools

• Collaboration over silos and hierarchy

@chasmoloney

#Ignite19

…. but the benefits

@chasmoloney

#Ignite19

Our Journey ...

Ignite 2016

June ’17

Will our Culture work with Agile

Marketing

Oct ’17

Agile Training and Formation

Jan ’18

Pilot Projects

Feb ’18

Aligning Ownership

June ’18

Creating our Blueprint

July ’18

Ongoing “Agile”

Changes

Oct ’18

@chasmoloney

#Ignite19

Ignite 2017

@chasmoloney

#Ignite19

Ignite 2017

@andreafryrear

@chasmoloney

#Ignite19

The Story Andrea told ….

@chasmoloney

#Ignite19

The Story Andrea told ….

@chasmoloney

#Ignite19

The Story Andrea told ….

@chasmoloney

#Ignite19

The Story Andrea told ….

@chasmoloney

#Ignite19

Why Andreas Presentation hit home …

• Getting Projects / Campaigns / Programmes over the line

• Speed was our CEOs mantra – still is

• Frustrated Marketer's

• Geography of our Marketing Team: • London, Coventry, Leeds, Bristol, Northampton, Staines, Home

• Multiple Lines of Business @chasmoloney

#Ignite19

So what next ….

• So, I was…

• Reflecting,

• Excited,

• Saw Solutions to issues

• Geography benefits

• But …

• Is it just me !!!

• Will it work with the team

• Would they buy into it

• Was it just a fad !!

• What do I do next !!!!

@chasmoloney

#Ignite19

Our Journey ...

Ignite 2016

June ’17

Will our Culture

work with Agile Marketing

Oct ’17

Agile Training and Formation

Jan ’18

Pilot Projects

Feb ’18

Aligning Ownership

June ’18

Creating our Blueprint

July ’18

Ongoing “Agile”

Changes.

Oct ’18

@chasmoloney

#Ignite19

Chance to share with wider team ….

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

Started to understand the processes …

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

So will it work for us …

We were agile - but not Agile

@chasmoloney

#Ignite19

So after the workshop ….

• We were agile but not Agile

• Wow - Enthusiastic

• Looking at me – you’re in charge !

• What are the next steps?

• Who can help me?

• Who else is doing?

• I didn’t know !!!

@chasmoloney

#Ignite19

Our Journey ...

Ignite 2016

June ’17

Will our Culture work with Agile

Marketing

Oct ’17

Agile Training and Formation

Jan ’18

Pilot Projects

Feb ’18

Aligning Ownership

June ’18

Creating our Blueprint

July ’18

Ongoing “Agile”

Changes.

Oct ’18

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

Developing the “Ricoh Way” …

Our Journey ...

Ignite 2016

June ’17

Will our Culture work with Agile

Marketing

Oct ’17

Agile Training and Formation

Jan ’18

Pilot Projects

Feb ’18

Aligning Ownership

June ’18

Creating our Blueprint

July ’18

Ongoing “Agile”

Changes

Oct ’18

@chasmoloney

#Ignite19

Pilot Projects ...

Microsite Value Proposition

Development Campaign

Finance University

Media integration

Our Journey ...

Ignite 2016

June ’17

Will our Culture work with Agile

Marketing

Oct ’17

Agile Training and Formation

Jan ’18

Pilot Projects

Feb ’18

Aligning Ownership

June ’18

Creating our Blueprint

July ’18

Ongoing “Agile”

Changes

Oct ’18

@chasmoloney

#Ignite19

@chasmoloney

#Ignite19

Our Journey ...

Ignite 2016

June ’17

Will our Culture work with Agile

Marketing

Oct ’17

Agile Training and Formation

Jan ’18

Pilot Projects

Feb ’18

Aligning Ownership

June ’18

Creating our

Blueprint

July ’18

Ongoing “Agile”

Changes

Oct ’18

@chasmoloney

#Ignite19

Our Agile Blueprint …

Our Journey ...

Ignite 2016

June ’17

Will our Culture work with Agile

Marketing

Oct ’17

Agile Training and Formation

Jan ’18

Pilot Projects

Feb ’18

Aligning Ownership

June ’18

Creating our Blueprint

July ’18

Ongoing “Agile”

Changes

Oct ’18

@chasmoloney

#Ignite19

Ongoing “Agile” Changes …

Updated Customer Experience Centre …

@chasmoloney

#Ignite19

Today …

@chasmoloney

#Ignite19

What we have seen ….

Agile Marketing

Improved and Increased ROI / Results

Improved Employee Engagement

Inc

reas

ed

S

takeh

old

er

En

gag

em

en

t

Inte

rnal

Perc

ep

tio

n

• Results improved by 12%

• Processes working better

• Stakeholders buy in – Sales Leaders

and Board significantly up

• Employee Engagement in

Marketing up to 74%

• Perception of Marketing Activity and

Plans

@chasmoloney

#Ignite19

Document Title Secondary Title

00/00/18

Turning

Agile Marketing

from

Theory

to Reality

Chas Moloney

Marketing Director

Ricoh

@chasmoloney

#Ignite19

Any questions ….