In the fast-paced world of financial services marketing, traditional “waterfall” workflows are becoming as outdated as fax machines. As Leanne Nullmeyer from IG Wealth Experience reveals, the key to marketing success isn’t working harder, but working smarter through agile methodologies.

Step 1: Visualize Your Entire Workflow

Stop drowning in endless to-do lists. Create a visual map of your marketing initiatives, using color-coding to track progress. Think of it as a GPS for your marketing strategy – showing exactly where you are and where you’re heading.

Step 2: Break Down Silos, Build Collaboration

Goodbye, departmental barriers! Bring writers, designers, and digital experts together from day one. When teams collaborate in real-time, magic happens – and projects move faster than ever.

Step 3: Embrace the Minimum Viable Product (MVP)

Not every project needs to be perfect out of the gate. Start small, test quickly, and iterate. This approach allows you to get feedback faster and adjust your strategy on the fly.

Step 4: Implement Strategic Prioritization

Not all tasks are created equal. Use a simple “marketing math” approach to prioritize work:

• High impact (100 points): Initiatives with proven ROI
• Medium impact (50 points): Promising but uncertain projects
• Low impact (0 points): Compliance or cosmetic tasks

Step 5: Create a Living Backlog

Develop a dynamic list of potential projects. This isn’t a static document, but a breathing, changing roadmap that adapts to business needs.

Step 6: Focus on Meaningful Metrics

Stop measuring activity and start measuring impact. Break down large projects into smaller, measurable deliverables that provide clear insights.

Step 7: Engage Stakeholders Transparently

Use your workflow visualization as a communication tool. Show business partners exactly what you’re working on, why, and how it creates value.

Step 8: Continuously Learn and Adapt

Agile is a mindset, not a destination. Regularly review your processes, celebrate wins, and be willing to pivot when something isn’t working.

Pro Tip: You Don’t Need to Overhaul Everything

The beauty of this approach? You can start small. Implement these steps incrementally, and watch your marketing team transform from overwhelmed to outstanding.

The Bottom Line

Moving from waterfall to winning isn’t about perfection – it’s about progress. By adopting these agile principles, financial services marketers can become more responsive, efficient, and ultimately, more successful. Ready to revolutionize your marketing workflow? Your team’s transformation starts now!

This blog is based on the 2024 DMFS Canada Summit Session by Leanne Nullmeyer.