Standing up Agility at Scale for a marketing organization involving multiple marketing and sales functions organized in multi-disciplinary teams empowered to own their funnel and run fast iterative cycles to deliver and optimize marketing/sales plays. The teams collaborated as an “Agile Marketing Train” to improve alignment and synergy by marketing and selling the product portfolio rather than standalone products. The engagement also included training and coaching senior marketing leaders, including the CMO, on effective lean-agile leadership stances and behaviors and how to leverage them to support their teams on the agility journey.
Check out Unleashing Marketing’s Potential: Experiences Of An Agile Marketing Train Inside a Corporate Marketing Organization, a SAFe Beyond IT experience report that shares the story of this journey.
