Boosting sales and slashing time to market by implementing agile cross functional ways of working
Telia has accelerated sales growth, campaign speed and knowledge-sharing by implementing a cross-functional way of working leveraging agile practices, which is a novel approach in marketing. With the help of Peregrine, a digital transformation consultancy firm, Telia started a pilot project earlier this year with the aim of breaking silos between departments in order to improve customer experience and increase campaign velocity.
Internally branded as the “Three Star” Way-of-Working, several functions in Telia were tied together in a tight-knit semi-autonomous group that worked towards unified sales goals. This means that representatives from all areas (inhouse and external) web editors, web developers, ux, CRM, marketing, offering, digital sales, media execution/buying - work together towards shared goals with the ability to maintain speed in execution. Coupled with utilizing technology platforms for ad production, collaboration, and Agile practices the team saw a drastic improvement in goal-driven speed.
“Peregrine helped us in implementing Agile practices such as Sprints and Kanban which means we are able to time-box the execution, while quickly adapting to changing market demand. This allows for a more iterative approach where campaigns are continuously being evaluated and new versions of communication tested in each Sprint. Peregrine prioritized getting the pilot and way of working up and running quickly and instead honed the process along the way. This allowed us to see results fast and include the operative group early in tailoring the process towards Telia’s specific needs.”
Lena Lindgren, Marketing Transformation Manager, Telia Sverige
The main focus of the “Three Star” group is to increase sales, where the Sprints allows the team to make sure to prioritize what is deemed most relevant right now and then iteratively building on learnings from previous Sprints and A/B-tests to further improve results. Kanban increases transparency between functions - When working towards a single Customer Story a more congruent Customer Journey can be maintained. Having unified KPI:s and goals makes sure that the entire team is on board with that the s.k. “Stories” (focus areas) chosen during the current Sprint are the ones with highest likelihood to drive sales.
Three Star results
- Sales growth by 23% YoY in chosen product area while maintaining media spend.
- Decreased cost of production by 50 % by bringing it in-house.
- Time to market decrease by 80%
- CPA decreased by up to 40% in chosen product area.
- Employee satisfaction in the team is also higher since the operative group feel they have greater insight into all communication and an improved ability to affect their work to a higher degree.
“The 3-star pilot breaks new ground for us in terms of how we work together in practice. It’s a way where we combine the speed of a startup with the power and scale of the market leader. It’s impressive to see what can be achieved when we allow the team to be both cross-functional and semi-autonomous. Combining that setup with shared goals and tight iterations you really see a powerful effect on the results. Several organizations talk about doing ‘Agile Marketing’ but struggle with implementing it all the way. The 3-star group puts processes and tools in place which makes the team truly agile - and Telia more relevant for our customers. The team members tell me they love this new way of working.
Anne Gro Gulla, CMO Telia Sverige