Agile Marketing and the CMO
In this episode of the Modern Marketing Podcast, hosted by Melissa Reeve and produced by the Agile Marketing Alliance, guest Kurt Uhlir discusses his unconventional path from engineering to becoming a CMO and a master in agile marketing.
Uhlir shares insights on building marketing programs that balance predictability with flexibility, his methodologies for aligning marketing strategies with business outcomes, and the importance of speaking the language of business to the C-Suite. Furthermore, they delve into how agile marketing principles and servant leadership can empower teams and foster an environment conducive to experimentation and innovative thinking, ultimately driving business success. Uhlir also shares practical advice on dealing with data overwhelm and tips for those without a quantitative background to leverage analytics effectively.
00:00 Welcome to the Modern Marketing Podcast
00:35 Kurt Uhlir’s Unconventional Journey to Marketing
03:26 The Revenue-Centric CMO: Aligning Marketing with Business Objectives
07:42 Building Trust and Predictability in Marketing Programs
08:52 Agile Marketing: Flexibility, Experimentation, and Data-Driven Decisions
15:32 Creating a Culture of Experimentation and Learning
18:00 Navigating the Data Overload in Marketing
22:41 Leadership and Agile Marketing: Fostering an Environment for Growth
25:19 Closing Thoughts and Thanks
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Your Hosts of the Modrn Marketing Podcast
JIM EWEL is one of the authors of the Agile Marketing Manifesto and the co-founder of the Agile Marketing Alliance (www.agilemarketingalliance.com ). He is also the author of the essential guide to implementation of Agile marketing, The Six Disciplines of Agile Marketing.
He is frequently asked to speak on the topic of Agile Marketing at industry conferences, and he has helped over 80 companies adopt Agile marketing.
Earlier in his career, Jim spent 12 years at Microsoft in various roles including GM of SQL Server marketing and Vice President of Server Marketing. Jim was also CEO of three startups in the Seattle area, all of which grew rapidly and were eventually sold to Oracle, Google, and Stratus Video.
Currently the co-Founder of the Agile Marketing Alliance, SAFe contributor and Agile marketing thought leader, Melissa has over 25 years of experience as an executive and consultant in the high tech, education and Agile spaces. She created the Agile Marketing with SAFe course, founded the SAFe Business Agility podcast, and helped lead the latest evolution of the Agile Marketing Manifesto.
An active speaker and thought leader in the Agile marketing space, Melissa lives in Boulder, Colorado, USA with her husband, chickens and dogs, where she enjoys hiking and gardening.
