A transparent, Agile Marketing Approach provided the necessary adaptability to address new challenges, while the inherent cross-functional collaboration led to shorter campaign development times, increased team morale, and reduced project risks.
– Pierre Theron, Engagement Leader, Magic Hat Consulting
The Business Problem
A $45B global pharmaceutical company wanted to implement a future-focused digital marketing strategy to engage customers in real-time with relevant content. They also needed to optimize the customer experience to improve business outcomes and maintain their market leadership in a volatile and unpredictable marketplace.
The leadership team at this company faced a number of significant challenges:
Long digital campaign development and deployment cycle times
Competing priorities across siloed delivery teams made collaboration less than optimal
Delays in embracing mindset and cultural shifts hampered team success
Unrealized return on investment in digital engagements
Addressing the Issues: New Mindset Adoption & Collaboration
Provided strategic planning and advisory coaching for executives to best embrace and implement an Agile Mindset and Ways of Working.
Designed and implemented a proof of concept for delivering agile Digital Engagement marketing campaigns.
Guided the design of an Agile Center of Excellence with overall responsibility for a successful transformation of the Marketing Operations Team.
Created Communities of Practice for Scrum Masters and Product Owners to foster increased collaboration across all practice areas.
Provided pragmatic training and high- touch coaching for all associated team members in the adoption of an Agile Mindset, and Scrum and Kanban Principles and Frameworks.
Supported rapid Scrum team formation, launch, and maturation.
Delivering Successful Outcomes
Rapidly reduced the time to market and significantly increased the quality of digital engagement campaigns.
Improved the effectiveness of messaging and marketing tactics by enabling test-and-learn cycles.
Validated the proof-of-concept leading to leadership confidence and support for the broader adoption of Agile.
Enabled a cultural transformation in addition to the business process changes.