Google's Pixel team faced significant challenges with traditional waterfall project management, struggling to keep up with the demands and pace required for their Feature Drop campaigns. Delayed software handoffs resulted in re-work, overtime, and incomplete product launches. Recognizing the need for a new approach, Google sought to implement Agile Marketing to streamline processes and improve efficiency.
Unify Consulting took on the challenge of implementing Agile Marketing for all Feature Drop stakeholders. The plan included conducting an assessment to understand current processes and define best practices. They then aligned processes to develop a future state and support the transition from waterfall to Agile. Comprehensive Agile Marketing training was provided, along with facilitated work sessions to ensure team readiness. Additionally, training documentation was created to ensure uniformity and standardization across the organization. Finally, an Agile Marketing playbook was developed for change management and future expansion.
The implementation of Agile Marketing had a significant impact on the Feature Drop team. They now use a Kanban board as a source of truth for their work, keeping everyone updated with current information. Utilizing Kanban has allowed the team to focus on the right work at the right time, reducing overtime by more than 12 hours a week. By adopting Agile Marketing, the team improved their time to market by five days for quality control and approvals, preventing delays in delivery. The success of Agile Marketing in one cycle has paved the way for further adoption and scaling of Agile methodologies, enabling the team to provide customers with more value and software features in future campaigns.