Agile 2014 - MarketingScrum vs IT scrum
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INSPIRE CHANGE ACT ON RESULTS MARKETING SCRUM 1 Jeroen Molenaar Agile 2014 Orlando - 29th June 2014 2 CASE STUDIES WHO NOW „ACT FIRST APOLOGIZE LATER”
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Read about Scrum being used in a Marketing department. Learn about differences. Read about the new results and how we approached the organizational transition(s).. This is the presenation of my report at agile 2014. Please find my report here too: http://bit.ly/marketingscrum
Transcript of Agile 2014 - MarketingScrum vs IT scrum
INSPIRE CHANGE ACT ON RESULTS
MARKETING SCRUM
1
Jeroen MolenaarAgile 2014 Orlando - 29th June 2014
2 CASE STUDIES WHO NOW „ACT FIRST APOLOGIZE LATER”
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
Jeroen Molenaar!!Jobs!
Consultant & Trainer at Xebia NL!!Major Clients!
ABN Amro, AEGON, AH, ING, ANWB!!Contact!
Utrechtseweg 49!1213 TL Hilversum!The [email protected]! m +31 6 41 85 64 34!@mc_raze
16 June 2013
CONTACT INFO
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
!Motivation!Goals of the agile transitions!Status now!A day with a marketing scrum team!Long term planning!Results!Differences with IT!Lessons learned
CONTENTS
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MOTIVATION (ING)
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
MOTIVATION AT ING
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TRANSITION!GOALS AT ING
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From product to customer-centric marketing!Less bureaucracy!Increased internal entrepreneurship!Better internal cooperation!Increased personal marketing!Faster time-to-market!
Agile was never a goal and always the means.
GOALS OF ING AGILE TRANSITION
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TRANSITION !GOALS AT ANWB
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samenwerking over de silo’s!proposities over de silo’s!time to market korter!van papier naar executie!behalen/overtreffen zelf gestelde targets!monitoren/bijsturen KPI’s (fact based)!invloed op het resultaat vergroot!!meer ownership, minder escaleren!meer ondernemerschap en durf!werkplezier verhoogd!ambassadeurs van de verandering (EDM/Jongeren team)!successen delen!!voor leden zichtbaar/merkbaar
GOALS AT ANWB MARKETING
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samenwerking over de silo’s!proposities over de silo’s!time to market korter!van papier naar executie!behalen/overtreffen zelf gestelde targets!monitoren/bijsturen KPI’s (fact based)!invloed op het resultaat vergroot!!meer ownership, minder escaleren!meer ondernemerschap en durf!werkplezier verhoogd!ambassadeurs van de verandering (EDM/Jongeren team)!successen delen!!voor leden zichtbaar/merkbaar
TRANSITION GOALS ANWB MARKETING
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cooperation
monitoring and actin
result driven
ownership
entrepreneurial
STATUS
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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SILO’S
Marketi
ng
CI Inter
net
Mail Kanto
ren
Call Sales
force
Risk PM IIO …
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e - EDM!- Jongeren- 15 people, surroundings ca. 50 – ca. 60+ total
STATUS
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14 teams - 150 people, surroundings of 150 – 300+ totaal
A MARKETING SCRUM DAY
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STAND UP
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SCRUM BOARD JONGEREN TEAM
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DEMO
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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RETROSPECTIVE
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
PLANNING
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
As a mortgage team I want a new article for mortgage (elsewhere), so I can supply my customers with relevant information on our product.!!As a client I want to know which tools ING has to help me to build wealth for a house so that I make the right choice that suits me.
USER STORIES
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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BACKLOG
PORTFOLIO WALLS
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PORTFOLIO WALL CARE FREE LIVING
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PORTFOLIO WALL LENDING
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RESULTS
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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COOPERATION
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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COOPERATION
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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RESULT DRIVEN PEOPLE
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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TRANSPARANT PROCESS
19 november 2013
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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FROM BIG CAMPAIGNS TO FAST ACTIONS
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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FOCUS EN REST
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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SURVEY
PRODUCTIVITY
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DIFFERENCES !IT AND MARKETING
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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TYPES OF PEOPLE
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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MORE WOMEN
VISUAL MANAGEMENT
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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VISUAL MANAGEMENT
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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DEFINITION OF DONE
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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TEAM COMPOSITION
TEAM AUTONOMY
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BROADER AND MORE DIVERSE WORK
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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ENTREPRENEURSHIP
In IT we see increased entrepreneurship in solving a team’s problems.!In Marketing we see there is increased initiative as well as cost and revenue awareness.
MOST IMPORTANT DIFFERENCES
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
Know the marketing language.!Teams need only some explanation and GO.!A healthy critical sceptic point of view.
COACHING
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
Part time vs Full time!High visibility of targets (also different)!Individual vs team targets!Managing the environment is very important!Marketing is more entrepreneurial by nature!Marketing transitions ask management to adapt!In a marketing transition we inherit marketing professionalization!Not every team is scrumable
LESSONS LEARNED
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
QUESTIONS
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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THANKS AND FEEL FREE TO CONTACT ME
[email protected] m +31 6 41 85 64 34 http://nl.linkedin.com/in/jmolenaar/ @mc_raze
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