AGILE MARKETING : METHODOLOGIES AND PATTERNS FOR STRUCTURAL INNOVATIONSYLVAIN LOUBRADOUBET@LEADERSHIP ESCE CLASS 1

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WHO AM I?

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Twitter : @sylvainpam18 or @betaleadership#ESCEAgileMarketing

WHAT DO WE AIM TO LEARN?

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WHAT DO WE AIM TO LEARN?

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1- The basis : agile methods for “How to do it”2- The creative start : design thinking for “Why we do it”3- The innovative loop : Lean Startup for “What we do”

Classes 1 and 2 : agile methodsClass 3 : exploreClass 4 : define, Business modelClass 5 : create and chooseClass 6 : prototype

OUR PEDAGOGICAL PURPOSE• Practice in team• Apply Self

Organized Learning

• Know what is agile marketing and what kind of philosophy it is

• Use some tools

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YOUR WORK IN CLASS = YOUR EVALUATION• Collective note• Self-evaluation in team

Criterias :• Coordination meetings• Flow in board• Retrospective• Creativity in presentations• Task description• Risk taking• Participation of all members• Customer centric 6

SPRINT 0BUILD TEAMS (5 MIN)1. Create teams of 5-8 people2. Move desks and chairs3. Build a board4. Write the team mates names and choose a symbol for

each one5. Choose a name for the team and write it 6. Build an auto evaluation sketch

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SPRINT 1 WHY AGILE MARKETING

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IN EVERY MARKET, WE’RE EXPERIMENTING A PARADIGM CHANGE

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MARKETS AND CLIENTS

INTERNAL ORGANIZATIONPRODUCT DEVELOPMENT

CYNEFIN DIAGRAMhttp://en.wikipedia.org/wiki/Cynefin

IMPACT OF DIGITALIZATION

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RAPID DISRUPTIONS IN MARKETS, ECO SYSTEMS AND TOOLS

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STARTUP HOCKEYSTICK

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WHY AGILE MARKETING• To develop or adapt new

products and / or services• In a complex world• With a high degree of

disruption and velocity• At low cost and scalableYou must use a:• Value-centric• Customer-centric• Collaborative• Cultural and methodological

approach

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WHAT IS AGILE DESIGNED FOR?

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SPRINT 2WHAT IS AGILE?

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SPRINT 2TEAM WORKEach team will choose 4 points to learn : • Kanban or Scrum (2 points)• User Story or Product Owner or

Scrum Master or Planning Meeting or Retrospective or Stand up Meeting or Planning Poker or Demo

• User Story Roadmap or Electronic Boards or Scrumban or Scrum of Scrum or Burndown Chart or Agile Management or Change Management

Each team will have 80 minutes to look for information, synthetise and prepare a SHORT presentation of 5 minutes on the chosen topics.NO Power Point allowed

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SPRINT 2BEFORE STARTING• Take post-its and pencils• Think about the tasks you have to implement, write them

and place it on the board• Define a team mate controlling time• Try every 10 minutes to have a short coordination meeting • Only 3 minutes means you must choose information (I’m

the teacher, I will add the possible missing information at the end no worries )

• 5 minutes break when you want

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SPRINT 3TEAM PRESENTATIONSTake pictures

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SPRINT 4RECAP BY TEACHER

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Main Information• Kanban• Scrum• Daily Meeting• User Stories• Planification• Planning Poker• Demo• Retrospective• Product Owner• Scrum Master

SPRINT 4KANBAN

Main topics :• Visualization over “pull” flow• Each column = task status• Common columns are : To do / Next / Doing / Parking / Done• Transparency is the key factor success factor• Individual productivity control collapses the system • WIP (Work In Progress) must be limited limits in columns• Daily meeting imprescindible (15 minutes)• It can be priorized every day• Easy to learn• Hamster effect after a 6 months period 20

SPRINT 4SCRUM

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Main Information• Kanban• Scrum• Daily Meeting• User Stories• Planification• Planning Poker• Demo• Retrospective• Product Owner• Scrum Master

SPRINT 4SCRUM

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Main topics• Scrum is a 1 to 4 weeks loop• The team should be cross functional• Roles : Scrum Master / Product Owner• During the sprint, priorities don’t change• Powerful system after the 3 sprints learning curve• Continuous improvement• Continuous delivery• Very useful for projects or new products or services

design

SPRINT 4USER STORIES

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Main topics• The user stories help to express in a short and clear way the customer needs• Each user story contains a concrete result• The shorter the stories are, the more agile can be the team work• User stories elements:

• Title• Description : As a (functionality user) I want (something) so that (why)• It can contain requisits and assumptions, and expcted results• It can contain the cost and / or the value

• INVEST rules for User Stories• I : Independant, each user story can be delivered alone• N : Negotiable, we can negociate the contents• V : Valuable, creates value to the customer• E : Estimable, it is posible to define a cost of implementation• S : Scalable / Small, it is as small as posible, can not exceed a sprint• T : Testable, we can define how to check if done

SPRINT 6SCRUM OF SCRUM

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Main Information• Cultural way of scaling

agile• Easy to start• Easy to lose oversight• Scalable boards with

different meeting frequencies and stories precision

• Not used in classical companies (not enough methodology)

• More possibility to learn

SPRINT 6BURNDOWN CHART

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Main Information• Degressive• Visual and easy to

maintain• Follows points

and/or user stories in status Done

• Link: http://guide.agilealliance.org/guide/burndown.html

• To implement at the sprint planning and refresh at daily stand up

SPRINT 6BURNUP CHART

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Main Information• Progressive• Visual and easy to maintain• Follows points and/or user stories in

status Done in a Kanban• Link:

http://www.featuredrivendevelopment.com/node/515

• To implement at the month beginning and refresh at daily stand up

• Interesting to learn over team capacity within a year

SPRINT 6SCRUMBAN

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Main Information• User Story Roadmap • Electronic Boards• Scrumban• Scrum of Scrum• Burndown Chart • Agile Management • Change Management

SPRINT 6SCRUMBAN

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Main Information• Mix between Scrum (sprint planning, capacity, sprint and

release) for some projects and Kanban (daily priorization, new necesities not foreseen) for incidents, problems, comercial activity

• Gains : a team can work on projects and also operational issues without frustrating users ; allows measure the impact of no planned tasks and petitions to involve the stakeholders in the improvement ; iterative implementation ;-)

• Key factors : one single board, measure permanently the no planned tasks and leave space for the scrum planning (to avoid frustration for not reaching goals)

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Main Information• Allows distant and distributed teams to work in an agile way• Free tools :

• www.trello.com• www.kanbanchi.com

• Other tools : Jira…• You can : define columns, add members, set timelines, annex

documents, set colours for task types, assign people to work…

SPRINT 6ELECTRONIC BOARDS

SPRINT 6USER STORY MAPPING

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Main Information• Purpose :

• Organize user stories and tasks to reach a visual overview when number > 50

• Organize a separate loop with stakeholders to organize and prioritize the product backlog (every 2 or 3 months)

• Organization :• 2 axes to organize and order user stories• Timeline, dependencies, priorities, subject, involved team,

task blocks

SPRINT 6USER STORY MAPPING

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Examples

SPRINT 6AGILE MANAGEMENT

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The « agile » manager looks like a scrum master with 2 more habilities:

• Adding to the capacity of removing or solving obstacles and difficulties of the team

• Build and communicate a vision and a destination for the project and the team

• Manage and influence the capacity of the team to realize the projectMain missions of « agile » manager :

• Feed the team with data and KPIs to take collective decisions• Improve input quality for the team• Organize and dispose of free time for the team to realize

retrospectives and continuous improvement• Allow direct contacts between team members and stakeholders

References: Servant Leader / Steve Denning

SPRINT 6CHANGE MANAGEMENT

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Main Information• 2 types of change : individual and collective• On collective level, 8 steps of Kotter apply very well:

• Create a sens of urgency• Build a team with active people• Build a Project or change visión (B point)• Communicate the visión (B point)• Remove obstacles• Create quickwins• Set up continuous improvement on change• Create routines and habits

SPRINT 6CHANGE MANAGEMENT

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Main Information• 2 types of change : individual and collective• On collective level, 8 steps of Kotter apply very well:

• Create a sens of urgency• Build a team with active people• Build a Project or change visión (B point)• Communicate the visión (B point)• Remove obstacles• Create quickwins• Set up continuous improvement on change• Create routines and habits

SPRINT 6CHANGE MANAGEMENT

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Main Information• On an individual level:

• Dan Pink tells us about the intrinsic motivation factors : purpose, autonomy, mastery

• William Bridges explains us the steps which each individual will go through at his/her pace

SPRINT 5RETROSPECTIVEPer team :1- What has gone well2- What did not work3- What did we learn4- What have we missed or would expect for Next time ?

You learn I learn

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NEXT CLASSComplementary issues and topics on agile methodologiesNew sprint to practice in teamsQ/A over agile methodologiesTime to think on a problema you’d like to solve

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