The customer of today is interacting with organizations through an ever-evolving ecosystem of channels and expects interactions to be quick and highly personalized. Organizations continue to face the challenge of delivering business and technology products that accurately solve very specific problems for their customers.

While the majority of organizations focus their efforts on technology driven agile transformations that try to solve the ‘cost center’ problem, very few manage to close the loop on customer feedback, often relegating these duties to the “business”. But what about marketing? How does an organization integrate marketing functions in a way that not only closes the feedback loop, but also informs the organization on what challenges are being faced by customers? What if you were to start transforming the way you interact with the customer first, and use that information to prioritize which product lines go down the agile path? In essence, build your feedback loop first and let the market inform your organizations transformation.

Through our work with various organizations, we will share our experience (the good AND the bad!) of how marketing can lead the charge for a customer-centric agile transformation and operate as an end-to-end Agile shop. We will provide an overview of how an organization in the midst of a broader Agile transformation strategically placed the marketing component at the forefront in order to accelerate customer acquisition and reducing customer acquisition cost by 300% through the use of marketing experiments for large scale campaigns.