Neil Perkin

"Transforming to unlock adaptive and data-driven value"

Summary

This keynote will provide a high-level roadmap for transforming marketing through applying agile principles at scale and overcoming mindset and culture challenges to redefine a marketing operating model for the new world. With technology, AI and Big Data increasingly at the centre of marketing capability, this will focus on how marketers can transform processes, structures and culture to deliver better outcomes, faster.

Biography

Neil Perkin is the founder of Agile transformation consultancy Only Dead Fish, and the author of three bestselling books on organisational agility including ‘Agile Marketing’ and ‘Building The Agile Business’. He has run global digital leadership and marketing transformation programmes and consulted on marketing and business transformation with a broad range of large, multi-national businesses including Astra Zeneca, the UK Government, Lloyds Banking Group, Shiseido, NBC Universal and Legal & General. He moderates the renowned Google Firestarters podcast series and has been named by BIMA (British Interactive Media Association) as one of the most influential people in the UK digital industry

Masterclass

This highly interactive masterclass will cover how marketers can transform their teams, processes and ways of working to make a quantifiable leap forward in agility and define a new operating model. Key areas covered include:

• Why marketing needs to transform and the opportunity to redefine marketing’s role within the business
• How marketing can drive cross-functional collaboration to improve and lead on customer experience
• Scaling agile marketing by transforming structures and using small, cross-functional teams as an engine for change
• Driving agility through AI and data, placing data at the heart of decision-making to improve results, deriving maximum value from generative AI and applying AI to optimise marketing outcomes
• Developing a culture of experimentation and evidence-based decision-making, the mindset to support marketing agility and innovation
• Engaging staff on the transformation journey, creating real behaviour change and driving improved marketing efficiency and effectiveness 

The session will be designed to be inspiring and informative, with best-in-class case studies and examples, and an interactive exercise which can vividly bring to life some of the key principles at the heart of agile marketing.