Using SAFe + Marketing with Erica Korman of HiD

In this episode of the Modrn Marketing Podcast, hosts Melissa Reeve and Jim Ewel talk to Erica Korman, Director of Marketing Campaigns at HID. Erica shares her experiences navigating the Agile marketing journey within her team, and how the use of Agile methodologies, including aspects of SAFe, have transformed their operations. She explains how the Agile approach has increased the team’s ability to focus and has led them to redefine their key performance metrics, transitioning from lead generation to pipeline progress. She also discusses internal alignment strategies, the importance of effective tooling, and learning to collaborate effectively with technical teams.

00:00 Introduction to the Podcast and Guest
00:40 Understanding HID and Agile Marketing
01:58 Challenges Faced and the Need for Change
02:35 Introduction to Scrum and Agile Transformation
03:42 The Journey to Implementing Agile in Marketing
04:42 The Role of PI Planning in Agile Marketing
06:52 Benefits of PI Planning and Retrospectives
09:12 The Importance of Having a North Star in Agile Marketing
12:15 The Impact of Agile Marketing on Business Metrics
13:32 Addressing Tooling Challenges in Agile Marketing
16:30 Advice for Marketers Working with Technical Teams
17:36 Conclusion and Appreciation

HiD Global:

Agile Marketing Alliance:

Scaled Agile Framework (SAFe):

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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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