From Pitch to Sprint 1 Winning with Agile

Michael Short COO and Director

2  

We  enable  our  clients  to  achieve  sustainable  and  con3nuous  improvement  by  unlocking  their  human  

poten3al,  using  our  excep3onal  people  and  unparalleled  prac3cal  industry  experience  

One Radtac

17 YEARS

Culture   Consultancy   Talent   Training  

3  

How we work

By doing this we have come to value:

Evolution over revolution Collaborative partnerships over supplier relationships

Pragmatic transformation over fundamentalist dogma Transformational leadership over transactional management

We believe there is value associated with the statements on the

right, however we value the statements on the left more.

This is how Radtac build TRUST Trust is the constant and required theme to get agile to work for

agencies and their clients

4  

The  two  big  ques3ons  

•  Why do we lose business?

And •  Why do we win business?

5  

Why Marketing and Agile

•  Individuals and interactions over processes and tools •  Working products and services over comprehensive

documentation •  Customer collaboration over contract negotiation •  Responding to change over following a plan

One size doesn’t fit all, there is no templated solution, and Your context is always different, focus is on “doing the right things” over “doing things right”

Transparency – Inspect - Adapt

6  

Let’s look at just one reason

27%

20%

53%

Briefs Are Getting More Confusing

Briefs Complete and Consistent Briefs Inconsistent and Incomplete Briefs Complete but lack Focus

Joanne Davis Consulting 2013: 200 Agency Heads

7  

……….Really ……..No Really

•  Let’s test this –  “We want a broad channel campaign …….. and we want

focussed metrics on our private social media” –  “We need to aim this at our core audience …….. This

campaign should reach 18-65 years olds” –  “We need something straight forward ………. and we

would like to cover our B2B and B2C customers” –  “We wish to gain share of voice in these markets through

viral techniques ………. we will measure success by ROI through sales leads”

8  

Why  is  this?  

•  Clients often don’t know what they need – More customers – More stakeholders – More channels – More segments – Are we B2B and B2C

Don’t forget (Big) Data, Analytics, Lead Gen, Awareness, Buying Decision Support ……..

9  

The World’s nice and simple…..really

10  

…and  so  the  evidence  

11  

The  Pitch  –  death  by  powerpoint  or  a  workshop  

•  User Stories – Building Trust in the Workshop – As a…… persona –  I need ………what does the customer want –  So that ……..deliver value

•  So what are we trying to achieve –  Sell the company –  Show we are going to deliver – We need to develop a User Story (deliver insight as

this is value) –  It’s about communication / understanding / insight

Image: http://brianbreslin.com/creating-customer-personas/

12  

The  Pitch  (con’t)  

•  Workshop – Creates understanding and communication – Establishes how you will work – Builds a User Story (ies) –  Identifies the Product owner

13  

What  are  the  needs?  

•  Customers always win through improved value (our highest priority is to satisfy the customer through early and continuous delivery)

•  Develop early empathy – because you need to develop insights (the most efficient and effective method of conveying information to and within a team is face-to-face conversation)

•  Your profits are revenues less costs (maximising the work you don’t do)

•  The client wants to change their mind (welcome changing requirements, even late in development, our processes harness change for the customer's competitive advantage.)

14  

Roles – Who is in charge?

•  Customer (Product Owner) – Hold the vision – Writes/responsible for the stories – Prioritise work – Communicate with the business stakeholders – Assist with issues – Approve the work

– DARKA – desire, authority, responsibility, knowledge, availability

15  

How do we communicate

•  The Agile Leader (Scrum Master – client interaction) – Show and tell (on going and at agreed intervals) – Communication: priorities, resource constraints

and impediments –  Inspect and adapt, maximising the work not

done – Likely to be “T-Shaped”

16  

It’s a mindset

Agile is not just rituals. Agile is not just timeboxing. Agile focuses on delivering and releasing value early. Agile is adaptive to business changes as it has short delivery lead times. Ability to learn Embrace challenges Face challenges with resilience

17  

So  in  Summary  –  To  Win  

•  Its about identifying the key roles (yours and theirs – more importantly OURS – it’s a team remember, trust is first*)

•  Create value early and demonstrate your style and culture •  It is about moments, who is the right agency for them at this

moment •  Its about foot in the door not foot in the mouth •  Don’t pitch agile to companies that won’t get it •  It’s about the conversation and communication

* Patrick Lencioni: The 5 Dysfunctions of Team

Unique  in  supplying  improved  value  through  transforma3ve  culture,  process  improvement,  

targeted  training  and  talent  acquisi3on    

Contact  michael.short@radtac.co.uk  07711875909  

WWW.radtac.co.uk