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Document Title Secondary Title
00/00/18
Turning
Agile Marketing
from
Theory
to Reality
Chas Moloney
Marketing Director
Ricoh
@chasmoloney
#Ignite19
Any questions can be submitted via the
Ignite 2019 app
Click on Ask the Speaker
What we have seen ….
Agile Marketing
Improved and Increased ROI / Results
Improved Employee Engagement
Inc
reased
S
takeh
old
er
En
gag
em
en
t
Inte
rnal
Perc
ep
tio
n
@chasmoloney
#Ignite19
Agenda …
How to get started with agile – with no internal experience and limited
knowledge.
How you should wade through the jargon and sometimes complex
methodologies to find the right approach for your circumstances.
What role technology plays in Ricoh’s approach to agile.
How to overcome internal cynicism and defeat the doubters.
How agile has improved internal perceptions of marketing and
interdepartmental relations.
What the next stage of Ricoh’s agile development looks like.
@chasmoloney
#Ignite19
What is Agile Marketing...
• Agile Marketing is an approach to marketing that takes its inspiration from Agile
software development.
• The goals of Agile Marketing are to improve the speed, predictability,
transparency, and adaptability to change of the marketing function.
• Agile Marketing is built on several core Values:
• Responding to change over following a plan
• Rapid iterations over Big-Bang campaigns
• Testing and data over opinions and conventions
• Many small experiments over a few large bets
• Individuals and interactions over processes and tools
• Collaboration over silos and hierarchy
@chasmoloney
#Ignite19
…. but the benefits
@chasmoloney
#Ignite19
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
Ignite 2017
@chasmoloney
#Ignite19
Ignite 2017
@andreafryrear
@chasmoloney
#Ignite19
The Story Andrea told ….
@chasmoloney
#Ignite19
The Story Andrea told ….
@chasmoloney
#Ignite19
The Story Andrea told ….
@chasmoloney
#Ignite19
The Story Andrea told ….
@chasmoloney
#Ignite19
Why Andreas Presentation hit home …
• Getting Projects / Campaigns / Programmes over the line
• Speed was our CEOs mantra – still is
• Frustrated Marketer's
• Geography of our Marketing Team: • London, Coventry, Leeds, Bristol, Northampton, Staines, Home
• Multiple Lines of Business @chasmoloney
#Ignite19
So what next ….
• So, I was…
• Reflecting,
• Excited,
• Saw Solutions to issues
• Geography benefits
• But …
• Is it just me !!!
• Will it work with the team
• Would they buy into it
• Was it just a fad !!
• What do I do next !!!!
@chasmoloney
#Ignite19
Our Journey ...
Ignite 2016
June ’17
Will our Culture
work with Agile Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes.
Oct ’18
@chasmoloney
#Ignite19
Chance to share with wider team ….
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
Started to understand the processes …
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
So will it work for us …
We were agile - but not Agile
@chasmoloney
#Ignite19
So after the workshop ….
• We were agile but not Agile
• Wow - Enthusiastic
• Looking at me – you’re in charge !
• What are the next steps?
• Who can help me?
• Who else is doing?
• I didn’t know !!!
@chasmoloney
#Ignite19
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes.
Oct ’18
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
Developing the “Ricoh Way” …
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
Pilot Projects ...
Microsite Value Proposition
Development Campaign
Finance University
Media integration
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
@chasmoloney
#Ignite19
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our
Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
Our Agile Blueprint …
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
Ongoing “Agile” Changes …
Updated Customer Experience Centre …
@chasmoloney
#Ignite19
Today …
@chasmoloney
#Ignite19
What we have seen ….
Agile Marketing
Improved and Increased ROI / Results
Improved Employee Engagement
Inc
reas
ed
S
takeh
old
er
En
gag
em
en
t
Inte
rnal
Perc
ep
tio
n
• Results improved by 12%
• Processes working better
• Stakeholders buy in – Sales Leaders
and Board significantly up
• Employee Engagement in
Marketing up to 74%
• Perception of Marketing Activity and
Plans
@chasmoloney
#Ignite19
Document Title Secondary Title
00/00/18
Turning
Agile Marketing
from
Theory
to Reality
Chas Moloney
Marketing Director
Ricoh
@chasmoloney
#Ignite19
Any questions ….