With more than two decades developing solutions that streamline creative workflows, Extensis’ marketing team set its sights on finding ways to accelerate performance, enhance collaboration, and synchronize with other departments that had adopted agile methodologies. To do so, they called on CMG to help them fully implement agile marketing. CMG worked with Extensis’ leadership to align on goals and priorities, design their custom agile marketing program, and coach them through successful activation of the agile operating system––fundamentally changing their way of thinking, and their company culture.
In 2013, Extensis adopted agile software practices. Their product and development teams sought the customer focus, flexibility, and speed that agile brings to software design and production. But once the development team was agile, other departments—including marketing—found themselves out of sync.
No longer just a solution for software developers, agile is being used to help implement multi-team collaboration, iterative processes, and overall effectiveness in going to market. Extensis’ VP of Marketing, Amanda Paull, realized that the marketing team would have to adopt agile methods to match the pace of the company’s new development cycle. With organizational agility being paramount to future business, the company would only gain benefits if they had a comprehensive, integrated application of agile across all divisions.
Extensis’ options to implement agile included going offsite for a coaching session, which would be a quick fix, or a decision to really invest in long-term change. They determined their best course for success required bringing in strategists who understood both marketing and agile, so they engaged with CMG to tackle the challenge.