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This presentation focuses on Xero’s increasing use of decentralised control and decision making. Xero uses a pod structure across the enterprise (i.e. outside of IT) to give local autonomy and freedom of action, while maintaining alignment of activities through common purpose. The session will be delivered in the context of the delivery of a recent significant online marketing project led by Jolene that built a cross-functional network of pods to deliver the outcomes needed. It will discuss the Agile concepts some are only familiar with in an IT context, but which are now common across the Xero business. It will also cover the problems Xero had, why they changed, where the wobbles were and next steps.
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Autonomous Pods Across Time Zones(...accidentally agile)
Jolene Enoka Xero – Beautiful Accounting Software
Where we were, and problems we faced
Why and how we changed
Wobbles along the way
Context of a specific project
What I’ve learned
Here’s what I’ll cover
Where we were and problems we faced
The model was slow, and dissatisfying
300 projects in queueMarketing HQ(in Wellington)
AU Marketing(Melbourne)
UK Marketing(Milton Keynes)
US Marketing(San Francisco, CA)
NZ Marketing(Auckland)
HR(Wellington)
API(Wellington)
Education & Training(Denver, CO)
We had tochange
How we changed
Accidentally agile
Global Marketing Services
AUMarketing
USMarketing
UKMarketing
NZMarketing HR API Education
& Training
Global Marketing Services
One step further
Automation
Sniper
PartnerMarketingXero U
Online Buy Flow
Search Marketing
Global Marketing Services
Alignment across PODs
Wobbles along the way
De-centralising requires trust
A specific project
Build a world class US online revenue engine, to create happy,
paying, referring customers
Objective
Scope
Xero.com: convert traffic to trial
Onboarding
Purchase
Demand generation (out of scope)
Customer retention (out of scope)
Team
Online Buy Flow
Analytics
Design
Marketing
Sales
CXEducation
Product Dev
SEO
Video
Tools to manage people and processes
Five things I’ve learned
#1 There is no silver bullet
#2 Iteration and testing is the new mindset
#3 Outside view for objectivity
#4 Prioritisation must be ongoing
#5 Autonomy is motivating
Thanks for listening…Jolene Enoka Xero – Beautiful Accounting Software
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