Case Study: ASPE

Highlighted Results:

  • Significant increase of return on time
  • Higher ROI on digitalcampaigns
  • Increased testing
  • Increase in transparency, accountability and trust
  • Decreased employee turnover

The Challenge

Like many marketing departments, ASPE’s team had zero transparency into the rest of the company. This created accountability issues, a disorganized backlog, and strained relationships with internal stakeholders including product management and sales. There were many instances when the Sales or Product Management would request tasks to be completed by the Marketing team, but had no idea when or if they would get completed. Tasks would get lost in long email chains, or details would be forgotten over water cooler conversations.

The team used a spreadsheet to keep track of requests and campaign ideas, and it was really a free for all for what was getting done and when. This caused not only a lack of trust from outside stakeholders, but also internally within the department because there was no way to prove if team members were carrying their weight on projects.

Because of the distrust, lack of organization, and poor use of time, there were no real methods in place to measure the success or failure of campaigns. It would take weeks or even months to execute a full campaign, which resulted in wasted time, dollars, and effort.

The Solution

The solution started with three internal change agents, the VP of Marketing, the Marketing Manager, and a Marketing Specialist attending the two day Agile Marketing Boot Camp. They were able to start implementing what they learned from the boot camp immediately into their everyday work routine, before they even left the classroom.

Ceremonies and artifacts were the first Agile methods to be implemented. The team started conducting a daily stand-up and a weekly planning meeting with Planning Poker. The creation of a team velocity chart, a formal backlog, a running Kanban board, and a digital marketing request system allowed the team to organize and prioritize projects, and helped them break down and iterate on complex campaigns in order to gather real-time data before releasing the next set of creative to customers.

Marketing departments operate very differently from one another, so ASPE's Agile Marketing Boot Camp is intended to give teams a foundation in Agile Marketing methods in order to help them create their own “flavor” of Agile Marketing that works best for their teams.

Over the course of the last five years, the ASPE marketing department has evolved and developed their own, highly-efficient, “flavor” of Agile Marketing. They are extremely accurate at defining requirements and estimating the time and effort needed to complete the tasks in a use case, allowing them to realistically determine what can be accomplished within a determined sprint. They now have complete visibility and transparency into what each person on the team is working on, how long projects are taking them, and who may or may not be carrying their weight.

The Results

With the skills they gained from Agile Marketing Boot Camp, they are now able to launch campaigns quickly, gather results quickly, and make changes quickly. They are no longer wasting time on long projects that don’t produce return. Relationships with both product management and sales have drastically improved, as well. With increased visibility into marketing activities and strategies, they have created an open-door, collaborative environment for the entire organization.

“It far exceeded my expectations. I believed that Agile would help, but I never expected to have as significant an impact as it did.” – Traci Taylor, Marketing Director

Success Highlights:

  • Significant increase of return on time
  • Higher ROI on digital campaigns
  • Increased testing
  • Increase in transparency, accountability and trust
  • Decreased employee turnover

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