AGILE MARKETING : METHODOLOGIES AND PATTERNS FOR STRUCTURAL INNOVATIONSYLVAIN LOUBRADOUBET@LEADERSHIP ESCE CLASS 1 / 3

1

WHO AM I?

2

Twitter : @sylvainpam18 or @betaleadership#ESCEAgileMarketing

WHAT DO WE AIM TO LEARN?

3

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

4

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

5

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 1 WHY AGILE MARKETING

7

IN EVERY MARKET, WE’RE EXPERIMENTING A PARADIGM CHANGE

8

MARKETS AND CLIENTS

INTERNAL ORGANIZATIONPRODUCT DEVELOPMENT

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

IMPACT OF DIGITALIZATION

9

STARTUP HOCKEYSTICK

10

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

11

WHAT IS AGILE DESIGNED FOR?

12

SPRINT 2WHAT IS AGILE?

13

SPRINT 2TEAM WORKEach team will choose 2 ítems to learn : • Kanban or Scrum• User Story or Product Owner or

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

Each team will have 40 minutes to look for information, synthetise and prepare a SHORT presentation of 3 minutes on the chosen topics.NO Power Point allowed

14

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

15

SPRINT 3TEAM PRESENTATIONSTake pictures

16

SPRINT 4RETROSPECTIVEPer 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

17

SPRINT 5RECAP BY TEACHER

18

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

SPRINT 5KANBAN

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 19

SPRINT 5SCRUM

20

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

SPRINT 5SCRUM

21

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 5DAILY MEETING

22

Main topics• Stand up meeting in front of the board• Maximum 15 minutes• Si possible every day, otherwise min 1 per week• 3 questions :

• What have I done since last meeting• What will I do until Next meeting• What problem have I encountered

• Every team mate speaks about his/her achievements and moves his/her post-its or tasks

• The Scrum Master vigilates that every one can speak • Main issue : trying to solve the problem during the meeting will last too

much just point out the first step with a task• Have material available near the board

SPRINT 5USER STORIES

23

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 5AGILE PLANNING MEETING

24

Main topics• Purpose : select the user stories to implement until the end of sprint• Steps :

• Write and comment the user stories• Add new user stories due to meetings with stakeholders or demos• Define a goal for the sprint• Define an effort or size for each story• Prioritize the stories regarding to the team capacity• Cut and set the sprint backlog

SPRINT 5PLANNING POKER

25

Main topics• Purpose:

• Help to define a shared value for the business value or effort of each Project or user story, especially when stakeholders disagree

• Ensure a great Exchange of information between team mates• How it Works:

• For each story, explain the user story to the team• Each team mate chooses a value from 0 (quite nothing to do)

to 100 (enormous amount of work)• The highest and lowest values explain why• Each one can change his/her card• The user story receives the average as effort or business value

• The public depends on the information you want to define

SPRINT 5PRODUCT OWNER

26

Main topics• Writes user

stories• Prioritizes user

stories in each sprint

• Controls the end results of user stories

• Comunicates with stakeholders

SPRINT 5SCRUM MASTER

27

SPRINT 5DEMO OR SPRINT REVIEW

28

SPRINT 5RETROSPECTIVE

29

• Some links for tools: • http://plans-for-retrospectives.com/?id=3-78-74-29-45• http://retrospectivewiki.org/index.php?title=Agile_Retr

ospective_Resource_Wiki• How it works:

• Visual format• Ask what has worked well or bad, what can be

improved• Discussion rules as « no reproaches » or « speak

about problems not guilt »• Set a frequency• Participants are the team + product owner +

some stakeholders• Expression leads to action choose and define

new improvements actions or rules for the team

SPRINT 5RETROSPECTIVE

30

SPRINT 5RETROSPECTIVE

31

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

32