In Just 4 weeks, there was a 115% increase in client conversion rates compared to using the traditional waterfall model
Divide and conquer: Design Sprints, focus, and prototyping within a spread baseFor this challenge, the company set up a multidisciplinary team of 12 professionals, including specialists in Marketing, CRM, finances and business intelligence. The collaborators were removed from the rest of their responsibilities and placed in one of our offices, in São Paulo, where they began to have their first contact with the agile frameworks. In order to measure and compare the results of the project, one and a half million leads were set aside, from a total of 8 million in the base. They were used as a sample for the performance of Agile Marketing. Before the Agile Methodologies were put to use, a two-day design sprint took place, including quick immersion and ideation stages to place the needs of the users at the center of the process. The process of Design Thinking acted as a catalyst, is key for the team’s ability to understand the problems of the clients, recognize patterns of purchasing behavior and define buyer personas and hypothesis to be worked on. The result of this first stage was the starting point for the contextualization and definition of the backlog and sprint cycles of the project.
Tools: agile meetings and cycles of continuous improvementThe key to the success of the sprints was the team’s perception of the relevance of agile ceremonies – and their engagement in fulfilling them. The stand-up meetings took place daily, quick meetings where the work activities were accessed, the breakdown of backlogs was done and possible problems shared. Weekly, the team performed the review meeting, a collective feedback meeting, to point out mistakes and successes, adjusting the processes for the next sprint, and thus creating a cycle of continuous improvement. A great example was the addition of agile tools throughout each meeting to help the team break down the backlogs, prioritize demands and measure deadlines. To avoid an unequal division of tasks, due to the different technical skills of the team, a pair programming was also implemented, a method that consists of the execution of tasks together, where everyone learns the processes and can meet the demands of each other, when necessary.
Agile Marketing: above average resultsBy the end of the last sprint, the agile team was already able to work on 6 campaigns simultaneously, adapting to eventual problems, such as unplanned holidays. The professionals also started to tackle promotional campaigns for unforeseen opportunities in the backlog, such as specials for commemorative dates and subjects in the trending topics of social media. Final result after only 4 weeks: Monthly growth of 115% in the conversion of clients of the spread base of 1.5 million, outperforming the total result of the remaining base of 6 million clients using the old waterfall model. Other indicators:
- Improvement in the performance of other e-mail marketing KPIs;
- Increase in the team’s productivity;
- Increase in the reactivation of inactive users.