Building Agile Marketing Dojos with Tom Diedrich

Tom Diedrich

In the episode of the Modern Marketing Podcast, hosts Jim Ewel and Melissa Reeve welcome Tom Diedrich, who was a Lead Enterprise Agile Coach at Target Corporation, a major US retailer. Dietrich shares his experience putting marketing teams through Agile marketing dojos to help them gain speed and efficiency and eliminate low-value work.

Tom shares how to build continuous dialogues amongst product, marketing and engineering teams and encourage trust in the team. Furthermore, he shares the difficulties of implementing Agile practices in a remote and hybrid world and outlines the benefits of the OKR-method for tracking progress and results.

00:01 Introduction to the Podcast and Guest

00:48 Tom’s Journey into Agile Coaching

01:43 Challenges Faced by Marketing Teams

03:23 Approach to Tackling Problems

07:06 The Dojo Approach and its Adaptation in a Hybrid World

10:25 Creating Continuous Dialogue Between Teams

12:28 Using OKRs with Marketing Teams

14:28 Final Words of Wisdom

15:14 Conclusion and Farewell

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Your Hosts of the Modrn Marketing Podcast

Jim Ewel

JIM EWEL is one of the authors of the Agile Marketing Manifesto and the co-founder of the Agile Marketing Alliance ( ). 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.

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Melissa-pink square

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.

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