Global Scrum Gathering® Minneapolis 2018
Agile Marketing

2018.04.16-04.18 - Global Scrum Gathering® MINNEAPOLIS 2018 - EVENT REPORT
Agile Marketing

Recently, Scrum and Agile methodologies have increasingly been adopted beyond software development, finding success in sales and marketing departments. We are pleased to present this report on the session "Agile Marketing and Business Agility" from Global Scrum Gathering® Minneapolis 2018 (hosted by Scrum Alliance®, April 16–18, 2018). This report features special insights and a message from the speaker, Maria Matarelli.

What is Agile Marketing?

Agile Marketing is an approach to marketing inspired by Agile software development. Its goals are to improve speed, predictability, transparency, and adaptability to market changes.

• 1. Achieve sustainable growth and faster results by adopting iterative processes.
• 2. Maximize value by focusing on customer relationships.
• 3. Optimize the whole to integrate, educate, and sell through marketing channels.
• 4. Contribute to systematization and communication to find and nurture ideal customers.

Agile Marketing Manifesto

• Validated learning over opinions and conventions Validated learning over opinions and conventions
• Customer focused collaboration over silos and hierarchy Customer focused collaboration over silos and hierarchy
• Adaptive and iterative campaigns over Big-Bang campaigns Adaptive and iterative campaigns over Big-Bang campaigns
• The process of customer discovery over static prediction The process of customer discovery over static prediction
• Flexible vs. rigid planning Flexible vs. rigid planning
• Responding to change over following a plan Responding to change over following a plan
• Many small experiments over a few large bets Many small experiments over a few large bets

While the case studies in Minneapolis often involved large-scale campaigns at major corporations, Agile Marketing will undoubtedly continue to expand into various sizes, fields, and departments.

Finally, please enjoy this special message from Maria Matarelli, a Certified Scrum Trainer® (CST®) and Agile Marketing Trainer!

Maria Matarelli's Message

Hi everyone! I’m Maria Matarelli. I’m one of the co-founders of the Agile Marketing Academy, and I’m here in Minneapolis at the Global Scrum Gathering.
This morning, I gave a session on what Agile Marketing is, a concept that is gaining immense popularity across various industries.

So, what exactly is Agile Marketing? Agile is an approach to project management and software development that delivers incredible results.

Traditionally, many organizations have used a waterfall cycle—requirements, planning, design, development, testing... but that takes a long time to see any results.

We take an approach of getting the product out to the world as quickly as possible, even if it's just a small piece. This allows us to deliver value to the market much faster. That’s why so many companies are adopting Agile.

For example, when building a website, you don't need to finish everything at once. You can launch key pages without waiting for the entire database to be built. Agile is about using wisdom to deliver value without unnecessary costs. Today, this mindset has expanded far beyond the IT and software sectors to produce great results everywhere.

Take marketing, for instance. You can ask, "What is the Minimum Viable Campaign?" By shortening the release cycle and exploring content and channels that truly interest customers, we can see real impact. By applying Agile to marketing and frequently validating our campaigns, we’ve seen clients achieve over 300% revenue growth in six months, and 780% in a year.
I told my clients, "These results are unbelievable! Agile really works for marketing." Over the last few years, we’ve focused on developing Certified Agile Marketing Specialists around the world—in the US, Shanghai, Singapore, Bangkok, Bengaluru, and more. It's exciting to see the growing interest.
Famous Fortune 500 companies like Coca-Cola, Adobe, and Salesforce are also adopting Agile Marketing and seeing success.

If you’re interested in learning more, I’d love to invite you to our ambassador program. We are looking for opportunities to discuss how to contribute to the value of products and organizations worldwide. Please come and learn with us.
Visit http://www.agileacademy.co/ or reach out to me on social media.
I’d love to share more about the results companies are seeing and how this concept can help you.

Workshop Overview

Agile Marketing and Business Agility (Non-Software Scrum)

Summary:
Discover the importance of an organization’s ability to respond rapidly to changes in the market and environment without losing momentum.

Learning Objectives:
Learn about the possibilities of what can be achieved when embracing agility throughout the organization
Discover how alignment with marketing and product development can enhance an organization’s effectiveness
Uncover the benefit of creating an environment for success

Speakers:
Maria Matarelli

Reference Information ■ Maria Matarelli - Speakers
Professional Speaker, Agile Coach, International Best Selling Author, the Founder and President of Formula Ink, Certified Scrum Trainer®（CST®） & Certified Agile Marketing Trainer (CAMT)

Maria Matarelli is an international business consultant, international best selling author, and Certified Scrum Trainer (CST) who travels the world on one-way tickets consulting and training companies on reaching true agility. Maria travels to consult organizations and speak at industry conferences with locations including Chicago, New York, Vancouver, Morocco, London, Singapore, Thailand, and more. While looking for ways to continue to expand Agile outside IT, Maria and her team have been applying Agile to the Marketing realm with incredible results, which led to Maria co-founding the Agile Marketing Academy. Maria is one of the first Certified Agile Marketing Trainers (CAMT) and is the Founder and President of Formula Ink, an international consulting company. Maria has achieved more than 14 industry certifications and is passionate about working with people and organizations to inspire agility.

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