The Business of Agile Coaching

Agile Coaching Exchange 5/10/16

Roger W. Brown

Scrum Alliance ™ Certified Enterprise Coach

$

What is an Agile Coach?

A person with expert knowledge of one or more areas related to Agile Software Development

who understands the difference between coaching and consulting

and has coaching competencies

and a coaching mindset

applied in service to personal and organizational improvement towards greater success through agility.

Source: I made this up!

What is Coaching? Coaching is a relationship in which one person is primarily dedicated to serving the long term development of effectiveness and self-generation in the other.

- Doug Silsbee

Service

Learn

Change

Grow

What Is Agile Coaching? Agile Coaching is an engagement with an organization during which you are performing one or more of the following activities:

– Applying Agile practices in an organization to help it reach its stated objectives

– Assessing team(s) and organization(s) for effectiveness in applying Agile principles and practices

– Mentoring others in Agile principles and practices – Advising and consulting with organizations and leadership on Agile

practices – Facilitating team(s) and groups to achieve higher quality collaboration

and enable greater results – Developing team, leadership and organizational agility through guided

self-discovery and growth – Challenging the organizational and leadership status quo and enabling

an agile culture

Source: Adapted from the Scrum Alliance™ Certified Enterprise Coach Program

Agile Coaching Business Models

• Full-time Internal Agile Coach

• Internal Agile Coach with another role

• Agile Coach in an Agile Coaching Company

• Agile Coach in an IT consulting company

• Independent Agile Coach

Each has it’s own opportunities and challenges

Organization

Multi-Teams

Departments

Team

Self

Community

Profession

Scope of Service

Organization

Multi-Teams

Departments

Team

Self

Community

Profession

Specialty Areas

Product Ownership

Portfolio

Agile Beyond IT Lean Startup

XP DevTools

Structure

Scaling

R&D

Culture

Learning

DevOps

Lean UX

Distributed Agile

Agile Transformation Leadership

Team Dynamics

Lean

Mentoring

Presentation

Training

Organizing Match-making

Income

Source: https://www.glassdoor.com/Salaries/agile-coach-salary-SRCH_KO0,11.htm

Small Survey Data 2014

In which range is your current

financial compensation including

salary and bonuses?

Less than $50,000 7.4%

$50,000 to $100,000 3.7%

$100,000 to $150,000 33.3%

$150,000 to $200,000 22.2%

$200,000 to $250,000 11.1%

$250,000 to $300,000 14.8%

Greater than $300,000 7.4%

https://docs.google.com/forms/d/1vKYhB5OOtgux-yAawxqNMLyUqUjefGLm1sLSEiQcbhE/viewanalytics

What is your current work situation as an Agile Coach?

Agile Coach by job title in

an organization

14.8%

Provide Agile Coaching as

part of another job title in

an organization

29.6%

Agile Coach in a company

that specializes in Agile

Coaching

14.8%

Agile Coach in a broad-

range consulting company

7.4%

Independent Agile Coach 29.6%

Self-Employment

Money Time

Travel

Bookkeeping

Marketing

Sales

Networking

Education

Billable Hours

Taxes

Expenses

Benefits

Income

Finding Work

• Network: LinkedIn, Meetups, Camps, Workshops, Conferences, Peer-Coaching

• Prior Clients: in New Companies

• Contribute: Social Media, Public Speaking, Event Organization

• Partnering: Co-Training, Sharing Agreements

• Advertise Your Company: Adword$

• Recruiters: Less overhead, more travel

Tricks of the Trade Self-Employed

– Insurance: Liability and E&O

– Sharing Agreements

– Open-ended Contracts/SOWs/Coaching Plans

– Standardized Products

– Consistent Pricing

– Client Pre-Research

Self-Employed or Employee – Co-Coach/Co-Train

– Certs Can’t Hurt

– Code of Ethics

– Don’t say “Yes!” to everything (WIP Limits)

When do you say …?

No Not Now No More

Professional Coaching

Certifications

A Few of the Many Accredited Schools

– Results Coaching Systems (neuroscience)

– CoachVille (online, game-based)

– Presence-Based Coaching (mindfulness)

– Coaches Training Institute (Co-Active Coaching )

– Organizational and Relationship Systems (* Teams)

– Erikson International

Agile-Specific Certifications

International Consortium for Agile • Certified Professional in Agile Coaching

(mindset) • Certified Professional in Agile Team Facilitation

(facilitation) • Certified Expert in Agile Coaching • Enterprise Agile Coaching Track

Scrum Alliance • Certified ScrumMaster • Certified Scrum Professional • Certified Team Coach • Certified Enterprise Coach

The Business of Agile Coaching

© 2016 Roger W. Brown roger.brown@agilecrossing.com

www.agilecrossing.com www.agilecoachjournal.com

I want to be an Agile

Coach when I grow up!