Agile Marketing in Traditional Industries: A Conversation with Sylvia Rausch of Saba
In this episode of the Modern Marketing Podcast, hosts Melissa Reeve and Jim Ewel speak with Sylvia Rausch, the Marketing Director at Saba Group, a European car parking operator. Sylvia shares her journey towards applying agile practices into Saba’s marketing operations. She discusses how the company navigated their triple transformation, which encompassed personal, inter-departmental and process changes, shifting from an infrastructure mentality to a customer-centric one. The hosts probe deeper into the challenges of digital transformation, involving both online and offline components. They also glance at the company’s increased customer centricity focus and how agile practices helped with the mission to provide a frictionless mobility experience. Sylvia also talks about receiving the Agile Business Award for Agile Marketing from the Agile Business Consortium and shares advice for companies looking to implement agile practices.
00:00 Introduction to the Modern Marketing Podcast
00:20 Interview with Sylvia Rausch: Agile Marketing in Action
00:41 Understanding Saba: A Journey into Urban Mobility
01:45 The Shift from Infrastructure to Mobility
03:37 Exploring the Mobility Ecosystem
04:49 Discovering Agile: A Solution for Modern Marketing
07:29 Challenges and Triumphs of Digital Transformation
13:22 Becoming Customer Centric: The Agile Way
15:57 Recognition and Evolution: Post-Agile Business Consortium Award
18:05 Guidance for Implementing Agile Practices
20:03 Conclusion and Farewell Group
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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.