Länsförsäkringar and it’s 23 local branches have, together with Peregrine, implemented cross-functional ways-of-working leveraging the Scrum Agile Framework for their performance marketing and communications teams.
Duration: 3 months, currently scaling to more teams
Services: Agile Methodologies, Scrum Framework, Marketing Technology Audit and Implementation
Starting Point and Solution
During Q4 of last year a pilot was initiated for the banking product area at Länsförsäkringar, with the aim of increasing velocity and time-to-market within mid/lower-funnel activities while also breaking down silos and improving alignment between departments and the 23 local branches part of the structure.
A cross-functional virtual team was created with resources from marketing, editorial staff, analytics, as well as specialists from Länsförsäkringar’s media agency. These resources, supported by selected marketing technology for ad production and collaboration tools, set out to drastically challenge the previous ways-of-working, and improve the results in their online performance channels.
“We have some learnings from the pilot, which we have brought with us into the scaling phase we’re currently in. One key adjustment is tightening the teams by decreasing team sizes. We believe further effectiveness and decisiveness can be achieved by having only the absolutely key operative players in the teams, at a higher utilization, and trust that they leverage their mandate to execute data-driven decisions.”
Head of Marketing, Länsförsäkringar AB
The pilot for the banking products was wrapped up at the end of 2019 and saw some promising results.
+ 15 % year-over-year increase in conversions online
- 70 % decrease in time-to-market
+ 49 % increase in perceived agility and adaptability from local branches
+ 31 % increase in perceived understanding of the digital campaign process from local branches
Länsförsäkringar and Peregrine is now in the process of scaling the setup and practice to more teams, and eventually move the entire marketing and communications into this new way-of-working. At the time of writing two additional agile teams have been set up for key product areas, and effects are seen across the board.
Another key finding is that the 23 local branches demand even more tailoring and ownership of communication to their individual geographic segments. Furthermore, a key focus for 2020 will be to move more of the Länsförsäkringar companies into an always-on marketing and media approach. Both of these key factors fit exceedingly well with the Agile, cross-functional set-up that Länsförsäkringar is transitioning to.
“Peregrine has been vital in implementing this new way-of-working. Their strategic capabilities surrounding marketing processes, technology, and Agile frameworks coupled with their deep operative know-how from a wide variety of marketing tools make them truly unique in the market. Being able to handle both planning and execution, and quickly move between the two, drastically cut down our implementation time and ultimately our costs. Couple that with great results from the pilot and we couldn’t be happier”
Head of Editorial and Communications Team, Länsförsäkringar AB