Agile Marketing @ Scale at CA Technologies

How can large, traditional marketing organizations - those that rely on functional departments, and annual marketing plans / budgets hope to keep up? We believe the answers lie in an Agile approach, and we are working hard to transform our marketing department from a plan / interrupt driven culture to one that can quickly sense and respond to customer needs and market changes.

This is easier said than done in a 350 person organization, but we are finding the solutions are familiar, and are rooted in a scaled agile approach. The key ingredients we have found so far include:

• A servant leadership mindset that lets go of details and actively supports team success

• Full cross-functional agile teams that eliminate the overhead of cross-departmental hand-offs and coordination

• Larger delivery groups organized around a set of solutions that deliver on a larger / holistic value proposition (aka release trains)

• Adaptive value delivery supported by experimentation, measurement, collaborative planning, and transparent execution

Our journey isn’t complete yet, but we are seeing real results. Join Steve Wolfe and Mary Bremel from CA Technologies and Yuval Yeret from AgileSparks to hear about CA’s journey to marketing agility, including key challenges faced and learnings applied along the way.

Steve Wolfe, SPC, CSM, Agile Marketing Program Manager

CA Technologies

Formerly in roles of product marketing director, product manager, software development manager, and hardware engineer, Steve has a passion for helping organizations learn how to build the right things fast and reliably, by applying agile practices at scale.

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Mary Bremel

Vice President, Marketing Operations for CA Technologies

Mary joined CA Technologies, a leading enterprise software company, in 2010 to lead Integrated Marketing where she led the effort to modernize the company’s demand generation practices. Previous to CA, Mary led the technology, telecommunications and retail verticals and Yahoo. Prior to Yahoo, Mary ran global interactive marketing for HP, and before that, she began her career in sales at IBM.

Mary has a passion for new marketing practices, and is thrilled to be involved in the roll-out of Agile to marketing at CA.

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Yuval Yeret, Agile/Agile Marketing Consultant

AgileSparks

A senior enterprise agility coach and head of the US office for the international Lean/Agile consulting company AgileSparks, Yuval is leading several strategic long-term scaled Lean/Agile/Agile Marketing initiatives in organizations such as CA, Siemens, HP, Amdocs, Informatica, Intel, and CyberArk. Yuval is a big believer in pragmatic, best-of-breed solution design. He is a recipient of the Brickell Key Award for Lean Kanban community excellence and is the author of “Holy Land Kanban” based on his thinking and writing at yuvalyeret.com (http://yuvalyeret.com/)

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After Party

We'll meet up after the meet up for drinks and discussion in the communal area of DistrictHall.

Parking Information - Parking Near District Hall

1. LAZ Parking

25 Northern Avenue

0.5 miles away – 1 minute walk

Handicap Accessible

$20 Flat Rate

2. Pilgrim Parking

One Marina Park Drive

*Garage entrance is on Bond Ave.

0.1 miles away – 2 minute walk

Handicap accessible

$15 (0 – ½ hour)

$30 (1/2 hour – 1 hour)

$34 (1 – 10 hours)

$38 (10 – 24 hours)

Evening Rates (after 5pm)/ Sat. & Sun.:

$15 (0 – 10 hours)

3. LAZ Parking

145 Northern Avenue

0.07 miles away – 1 minute walk

NOT Handicap Accessible

$20 Flat Rate

4. LAZ Parking

390 Congress Street

0.2 miles away – 3 minute walk

Handicap Accessible

$20 Flat Rate (up to 19 hours)

$38 Flat Rate (19-24 hours)

***There are also half lots on either side of the building and metered spaces along the street if you are able to find parking spots there. The half lots are $20 for the day.

Thanks to our Location sponsor District Hall for hosting the event!

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