Sebastien Gelus
Management Constultant
Deloitte Consulting
location_on Canada
Member since 5 years
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Sebastien Gelus
Specialises In (based on submitted proposals)
Hi! I'm Seb. I'm part of an amazing team at Deloitte that helps our clients transform themselves into digital organizations. Whether it’s the way your people are organized, operate or behave – we know a culture intentionally designed with the right employee experience is not only the key to digital transformation, but how our clients continue to be digital once the consultants leave. So if any of that sounds interesting, let's grab coffee!
I feel like I missed a buzzword somewhere in there – oh yes, #Agile :).
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The Rise of Agile Marketing. Getting it right with TD Bank.
40 Mins
Experience Report
Beginner
Co-presented with Devin Sawyer, Vice President of Digital, Social, and Content Marketing at TD.
Through the story of TD’s Agile Marketing transformation, our talk looks to cover the rise of Agile Marketing, its benefits, and how to think about agile transformation and maturity in a non-agile world.
Despite the fact Agile has existed in the world of software development for over a decade, there has been less uptake in ‘Big A Agile’ outside of IT. Enter marketing, a function currently undergoing immense digital transformation brought by:
- a growing amount of digital channels on which to find customers,
- the availability to data in and out of these channels one can use to make decisions,
- and the potential to target specific customers with personalized messaging in real time.
This has significantly increased the organization’s expectation of the marketing department to transition from a cost center, to an ROI-based revenue generator. To become this, implementing the latest in marketing technology is simply not enough to unify the customer experience and drive revenue competitively. Siloed departments, cumbersome processes, traditional marketing behaviours, and waterfall hand offs between teams and agencies make it hard to mobilize the marketing function around the customer and quickly go to market with a winning digital customer experiences.
Enter Agile Marketing. The ability to bring cross-functional teams of marketing experts to tackle marketing objectives together allow organizations to put forward what is best for the customer based on an increasing insight-driven understanding of them. TD Bank is doing just that. The TD Bank Canada’s Marketing organization boasts of a 450 employees that are constantly trying to provide the best experience to prospects and customers. Departments such as strategic planning, marketing analytics, and digital marketing at TD need to work in lock step to continue to provide the legendary customer experience they are known for. To do so, TD is deploying agile marketing and seeing the benefits. Starting with a pilot, then two, and then growing the amount of teams that are practicing agile - they are continuously learning and optimizing the way they enable their employees to drive business value and customer experience using agile marketing.
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