Agile for agencies 19 May 2015
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Transcript of Agile for agencies 19 May 2015
From Pitch to Sprint 1 Winning with Agile
Michael Short COO and Director
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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
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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
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The two big ques3ons
• Why do we lose business?
And • Why do we win business?
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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
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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
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……….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”
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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 ……..
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The World’s nice and simple…..really
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…and so the evidence
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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/
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The Pitch (con’t)
• Workshop – Creates understanding and communication – Establishes how you will work – Builds a User Story (ies) – Identifies the Product owner
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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.)
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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
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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”
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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
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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 [email protected] 07711875909
WWW.radtac.co.uk