Agile Marketing - Gateway to Wider Agility
Marketing agility often becomes the trojan horse for broader organizational change. How agile marketing teams create pull for agility in adjacent departments and leadership.
Agile Marketing
Agile Marketing at Scale (MDMC18 Conference Talk)
Scaling agile marketing beyond a single team: how CA Technologies unified marketing and sales silos through marketing agility at scale — and the lessons that generalize.
Applying Agile/Scrum for Marketing
Applying Scrum to marketing: what translates directly, what needs adaptation, and the common pitfalls teams encounter when they copy the software Scrum playbook into a marketing context.
Gillette Case Study: From Multi-Year Silos to a Record-Time Product Launch
Gillette faced intense launch pressure on a next-generation razor across R&D, commercial, and manufacturing teams. Yuval introduced a pragmatic scaled-Scrum approach that surfaced risks early and helped the team launch faster with stronger market response.
CA: Unifying Marketing & Sales Silos Through Marketing Agility at Scale
CA's marketing organization was trapped in silos, approvals, and overload that slowed revenue impact. Yuval helped leaders form cross-functional agile marketing teams around value streams, improving responsiveness, empowerment, and pipeline performance.