Jim is an engaging and highly knowledgeable instructor. Following his training sessions staff were quick to apply their learnings. They are happily on the Agile journey, going from “doing” to “being” Agile. Jim’s ability to understand and customize to his client’s needs and to listen to staff made his sessions all the more compelling.

Susan Cline, Executive Director Marketing and Communications, NAIT

I have created two standard classes for Agile Marketing. The two-day certification class is designed for individual contributors and first line managers. The one-day Agile Marketing for Leaders class is designed for Directors and above.

Both classes are available onsite or as synchronous online (Zoom) classes. If done as a Zoom class, the class will be broken down into 2-hour or 4-hour segments over several days.

For pricing information and available dates, please contact me.

Agile Marketing Certification Class

This class is designed for individual contributors and first line managers. Certification on completion of this course is provided by the International Consortium for Agile. The learning outcomes for this course can be found here: https://www.icagile.com/Business-Agility/Operating-with-Agility/Agility-in-Marketing 

I’ve delivered this course many times and the average rating is 4.9 out of 5 stars.

Here is the Agenda:

Module 1 – Introduction
What is Agile Marketing? Values, processes and benefits

Why Agile Marketing? And why in your organization?

The concept of the Six Disciplines and Four Shifts

Exercise 1 – Find Your Why

Discipline 1 – Alignment

Homework – Alignment Poster

Module 2 – Structure
How most marketing teams are structured today

The benefits of Cross-functional teams

Exercise: the pizza game

Scaling Agile: The SAFe framework

Scaling Agile: Spotify model

Transitional strategies

Homework: Structure alternatives

Module 3: Scrum for Marketers
Basics, scrum terminology

User Stories, tasks and delivery increments

Sprint planning

Daily Standups

Sprint Reviews

Sprint Retrospectives

Evolving Scrum

Homework: Hold a Sprint Planning session

Module 4: Kanban and Scrumban for Marketers

Introduction to Kanban
Visualize the workflow
Limit work in process (WIP)
Measure and optimize flow
Make process policies explicit
Implement feedback loops
Improve collaboratively

Introduction to Scrumban
Mashup or methodology?
Evolving Scrum using Kanban practices

Module 5: Validated Learning

The importance of iteration
The importance of tempo
Organizing a validated learning team
Building and prioritizing a validated learning backlog
Exercise: build your first validated learning backlog

Module 6: Adapting to Change

Disaster preparedness
Opportunity preparedness
Adapting to changes in the marketplace
Responding to competitive challenges
Exercise: ROAM and the Risk assessment model

Module 7: Creating Remarkable Customer Experiences

Marketing as the steward of the customer experience
Building customer experience teams
Exercise: Documenting a customer journey

Module 8: Sustaining Agile Marketing

Relentless improvement
Radical transparency
Focus on outcomes
Embedding Agile in the culture

Agile Marketing for Leaders Course

This course is designed for directors or higher. The specific intent is to cover the organizational challenges in implementing Agile Marketing, including how to avoid some of the most difficult change management issues.

The agenda for the course is as follows:

Module 1 – Introduction
What is Agile Marketing? Values, process and benefits

Why Agile Marketing? And why in your organization?

The concept of the Six Disciplines and Four Shifts

Exercise 1 – Find Your Organization’s Why

Discipline 1 – Alignment

Homework – Alignment Poster

Module 2 – Structure
How most marketing teams are structured today

The benefits of Cross-functional teams

Exercise: the pizza game

Exercise: Structure alternatives for your organization

Module 3 – From Outputs to Outcomes
The importance of shifting the mindset from outputs to outcomes

The relationship of customer behaviors to outcomes

How to blend business outcomes with marketing outcomes

Exercise: Identifying your initial set of outcomes

Module 4: From a Campaign Mentality to Continuous Improvement
The dangers of the campaign mentality

The importance of iteration and tempo

Organizing a validated learning team

The role of the leader in encouraging continuous improvement

Exercise: Getting started on validated learning

Module 5: From an Internal Focus to Customer Focus
Getting beyond “happy talk” customer focus

Customer Journeys and touch points

Exercise: Identifying critical customer journeys

Marketing’s role in working with other parts of the organization

Exercise: Next steps and commitment

Module 6: From Top-Down to De-Centralized Decisions
Introduction to Intent-based Leadership by David Marquet

Establishing Clarity – guidelines and tools

Building Competence – three areas of focus for marketers
Business thinking
Risk assessment and mitigation
Influence without authority

Embedding de-centralized decision making into the culture

Exercise: Implementation plan and commitment to de-centralized decisions

This Post Has 2 Comments

  1. Chris Kolar

    Do you still offer this class? Any near Madison WI?

    1. Jim Ewel

      I’m offering Agile marketing certification class in Atlanta July 26-27. After that, we’ll probably offer a class in San Francisco this Fall. You can find classes on AgileDad.com

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