Web & Multichannel Marketing Peer Group Meeting 

Exploring Cross-Functional and Agile Marketing Teams 
November 02, 2017 09:00 AM - 03:00 PM 
Learn more about how cross-functional and Agile marketing teams are changing the marketing game. Experience first-hand how a member company has stood up an Agile marketing team and the impact they have seen from this transformative process. 

Marketing is a Cross-Functional discipline, relying heavily on other departments within the organization to be successful. Historically, organizations have developed by dividing tasks by individual departments, each having a specific role and deliverable.

This no longer works.

According to Inc., cross-functional teams can be defined as "groups that are made up of people from different functional areas within a company." These teams are empowered to make decisions, allowing them to handle the entire scope of a project from start to finish. “Bringing people together from different disciplines can improve problem solving and lead to more thorough decision making.“

The goals of Agile marketing are “to improve the speed, predictability, transparency, and adaptability to change the marketing function,” - Jim Ewel. It is about smaller campaigns that are quick to create, test, launch and evaluate. Agile Cross-Functional teams respond to change. They value rapid iterations, testing, many small experiments, and collaboration.

Catherine Ford, Business Transformation Consultant at CUNA Mutual Group and Monica Detter, Marketing Engineer at CUNA Mutual Group will explore how to build an Agile Marketing Team. Their presentation will ask, “Could Agile benefit your marketing team’s productivity?”

In this session, learn about how CUNA Mutual used Agile methodology to transform their teams into cross-functioning powerhouses. They’ll explain what Agile is, how they implemented it in the organization, the impact they’ve seen on efficiency and more.

Andrea Fryrear, was an early convert to the ways of Agile marketing, and now spends her time helping teams evolve from chaos to high performance as the President and Lead Trainer for AgileSherpas. In addition to being trained as a Scrum Master and Product Owner, Andrea is a Certified Professional in Agile Coaching (ICP-ACC) and a Certified Agile Leader (CAL-1). She shares her findings (and failures) regularly from stages around the world as an international speaker on all things Agile marketing.

She'll be walking us through the foundations for Agile in marketing, including some of the benefits that faster iterations and cross-functional teams provide. Andrea will share common pitfalls and conditions for Agile success that she's learned through her work with dozens of marketing teams. Finally, she'll provide some practical tools that you can start using right away to put the Agile mindset into practice.

Participate in Customizing the Agenda: You’ll have the opportunity to play an active part in shaping the agenda for this session – and to maximize its relevance for you – by suggesting and selecting topics for break-out discussions. Once the agenda is complete, you choose the discussions you want to join. This will be a highly interactive session so come prepared to share your questions, challenges and insights!

Webcast Available: If you can't make it to the event in-person (or if in-person registration has reached capacity), you can still register to attend from your computer. This option allows you to view the presentations, while attending in person provides you with the opportunity to participate in break-out discussions, ask questions or take advantage of networking opportunities. To attend the webcast, click the "Register for webcast" button on this meeting's homepage. You will receive a confirmation email with the link to the webcast a week before the meeting.

Agenda Items:
9:00 AM Overview for the day (webcast available)
9:10 AM Member company discussion: CUNA Mutual Group (webcast available)
  Catherine Ford, Business Transformation Consultant and Monica Detter, Marketing Engineer
10:10 AM Break (not webcast)
10:25 AM Guest speaker discussion: AgileSherpas (webcast available)
  Andrea Fryrear, President and Lead Trainer
11:25 AM Building the agenda for breakout sessions (not webcast)
11:45 AM Lunch (not webcast)
12:45 PM Breakout session 1 (not webcast)
1:30 PM Break (not webcast)
1:45 PM Breakout session 2 (not webcast)
2:30 PM Topic discussion and wrap-up (not webcast)
Gordon Dining and Event Center, Second Floor 
Betsy Golomski, 608-262-1145, UWEBCevents@wisc.edu 

Annual Conference

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The Business Best Practices & Emerging Technologies Conference is Wisconsin's premier knowledge-sharing and networking event for business leaders from well-known companies in Wisconsin and the Midwest.

This year's conference will be September 25, 2018.

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