AgileCxO

The Challenge

AgileCXO’s new leadership framework, the Agile Leadership Holarchy, was a vital contribution to the Agile community. It represented a deeper commitment to helping American business leaders shape agile behavior and drive performance improvement, where the availability of instructional agile books, systems and training courses were at an all-time high. The product introduction would need to make a big impact.

The Solution

The in-person launch event was preceded by several mini-launches of training videos, educational blogs, podcasts, articles and a book. In a few short months, we worked alongside AgileCxO to develop a strategy, messaging, and launch format. Our goal was to organize and manage a high energy launch event for the right audience — one that would drive just as much interest and coverage as a traditional product launch.

The Results

We pursued a “borrowed authority” approach. Over the course of several months, we conducted seven interviews with the State CIOs around the country. The CIOs spoke with AgileCxO’s chief evangelist about how their States’ IT functions were adopting agile. It was part of a comprehensive product launch strategy that helped AgileCxO overcome unforeseen challenges presented by dozens of competing events popping up on the same topic, at the same time, in the same city. Thanks to the strong interest generated by the podcast and other attraction methods, AgileCxO’s summit hosted 78 participants, including agile leaders, key media, and business partners. The resulting coverage garnered more than 148.6 million impressions in outlets including CNET, PC Mag, Washington Business Executive, Gov Con Wire, and Washington Technology.

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Initial pieces of coverage from launch event