Discover how Keypath Education achieved record-breaking staff engagement, speed to market and innovation by implementing Agile Marketing.
Background
Keypath is an edtech organisation that partners with Universities to help them design and deliver career-relevant, tech-enabled education programs. Edtech organisations such as Keypath typically provide everything from market research and design development, course learning design, go-to-market launch as well as student recruitment and support. Keypath clients include UNSW Sydney, Deakin University, RMIT.
Ty from Growth Generators worked with Keypath in 2022 to redesign their new marketing structure working alongside the Executive Director of Marketing and CX, and the marketing team.
Keypath’s rapid expansion into Southeast East Asia, increased competition in the edtech sector as well as the desire to optimise their new marketing structure was a key driver for implementing Agile Marketing within the team.
Snapshot of the issues
The marketing team faced several challenges before restructuring the team and optimising their ways of working.
You can read about these challenges in the marketing team restructure case study.
Executive Director of Marketing and CX, Sheena Sudra, was interested in helping the marketing team achieve the following outcomes by implementing Agile Marketing. These are the 5 Agile Marketing Values from the Agile Marketing Manifesto.
- Focus on delivering customer value and business outcomes over activity and outputs
- Deliver value early and often over waiting for perfection
- Learn through experiments and data over opinion and convention
- Achieve cross-functional collaboration over silos and hierarchy
- Respond to change over following a static plan
Our approach
Growth Generators take a holistic approach when enabling a marketing team to implement Agile Marketing successfully. Our experience has taught us that half-measures produce half-results. It therefore takes a concerted effort across the following 3 dimensions to achieve Agile Marketing success.
Training
Two-day Agile Marketing Training for the entire team. This was delivered in person in Melbourne by Ty Hayes. Note it can also be delivered remotely over several 2-hour sessions for distributed teams. This training covers everything including the why, what and how of Agile Marketing and includes practical activities customised to the organisation’s specific personas and products/services.
A 4-hr Agile Leadership training for the leaders within the marketing team. This training supports the leaders to create an Agile culture, and to learn what it takes to become an Agile Leader.
Consulting
Growth Generators provided Keypath with guidance on how to scale Agile Marketing across the team at the right pace. This included developing a Roadmap for the successful implementation of Agile Marketing within the team at Keypath outlining how and when to transition from pilot squads to full-scale implementation and the steps along the journey.
Growth Generators completed an Agile Marketing team diagnostic survey at the start of the implementation, to be reviewed after 6-12 months to measure progress. We also advised the team on different ways to organise their cross-functional Squads and which roles they would need on each Squad such as a Marketing Owner and Agile Lead.
Agile Coaching
Ty recommended the configuration of two pilot groups that road-tested Agile Marketing within Keypath.
The pilot squads and their associated coaching by Ty allowed Agile Marketing to be contextualised to the specific needs and challenges of Keypath. The observations and feedback from the pilot’s groups were used to recommend improvements and modifications the Keypath marketing team could do to enhance the success of its implementation within the wider team.
Ty also provided 1:1 coaching to the Agile Leads and Marketing Owners to discuss any challenges they were having implementing Agile Marketing.