Achieving Sustainable Marketing Pace with Agile Practices
In this episode of the Modern Marketing Podcast, hosts Melissa Reeve and Jim Ewell discuss agile marketing techniques with Fred Pernet, an agile coach, currently with Aviva.
The conversation covers Fred’s journey to becoming an advocate for agility in marketing, the challenges marketers face, including overwhelming workloads in a VUCA (volatile, uncertain, complex, and ambiguous) environment, and how Agile methodologies can address these issues. The podcast delves into the principles of value, flow, and quality to improve marketing processes, emphasizing the shift from push to pull systems for better capacity management and reduced context switching.
Fred shares insights on the importance of making work transparent, limiting work in progress, and the mindset shift necessary at personal, team, and organizational levels to create a sustainable marketing pace.
The episode also introduces the Agile Marketing Alliance’s Five Day Challenge to help listeners start managing their workloads more effectively.
00:00 Welcome to the Modern Marketing Podcast
00:41 Fred Pernet’s Journey to Agile Marketing
02:21 The Overwhelm in Digital Marketing: Causes and Agile Solutions
06:52 Capacity Management: Supply, Demand, and Agile Principles
12:07 Implementing a Pull System in Marketing
18:17 Addressing Emotional and Social Aspects of Agile Transformation
21:14 Cultural Shifts for Sustainable Agile Marketing
23:42 Practical Steps to Create a Pull System and Reduce Overwhelm
25:26 Closing Thoughts and Resources
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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.
