CIM Summit: The Changing Face of Marketing - FairFX, Mariette Ferreira

Going Agile

Mariette Ferreira, FairFX

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Life before agile

A typical day

Time for change

a mindset…a way of working…

a methodology…a system…a simple idea

“whenever you start a project, why not

regularly check in, see if what you’re doing

is heading in the right direction, and if it’s

actually what people want?”

• an iterative, incremental approach

• a way to easily adjust to stakeholder needs

• continuous improvement

Agile is…

- Jeff Sutherland

Agile Manifesto: Key Values

Individuals and interactions over processes and tools

Working software over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a plan

Scrum Kanban

Scrumban Lean

Methodologies

SprintsT-shapedVelocity

Burn-down chartsBacklog

Scrum master

Agile ≠ scrum

Sprint Planning

Daily Scrum (stand-up)

Sprint Review

Sprint Retrospective

Product Owner

Scrum Master

Developers

CE

RE

MO

NIE

SR

OLE

S

Scrumban

Ceremonies of Scrum + flexibility of pull-based

Kanban with WIP limits

How agile has helped our team

Focus

Transparency

An empowered team takes ownership

Improved stakeholder management

Flexible planning

No more silos – collaboration!

Better prioritisation of things that matter

Respond faster to customer needs

Clear understanding of dependencies

But aren’t we all agile?

Have cross-functional collaboration?

Prioritise customer needs over business needs?

Prioritise learning and experimentation over opinions?

Allow responding to change vs following a plan?

Have a team that takes accountability?

Agile in B2B

Company culture

Get Sales involved

‘Formalise’ learnings

Marketing needs to drive

transformation

Is it for tech only?

Senior management buy-in is key

Consider team sizes

Works best with proximate teams

No vanity exercises

Need expert support?

What I’ve learnt along the way

Continuous improvement

Defining ‘done’

Always ask: is it adding value?

It’s okay if we’re not T-shaped

You can be agile and scrum without a product owner or scrum master

There’s the perfect agile world…then there’s the real world…

It’s not a replacement for strategy!

Thanks