agile 2014 - marketingscrum vs it scrum

INSPIRE CHANGE ACT ON RESULTS

MARKETING SCRUM

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Jeroen MolenaarAgile 2014 Orlando - 29th June 2014

2 CASE STUDIES WHO NOW „ACT FIRST APOLOGIZE LATER”

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Source: https://www.box.com/shared/mg9kq3d17e

Jeroen Molenaar!!Jobs!

Consultant & Trainer at Xebia NL!!Major Clients!

ABN Amro, AEGON, AH, ING, ANWB!!Contact!

Utrechtseweg 49!1213 TL Hilversum!The Netherlands!jmolenaar@xebia.com! m +31 6 41 85 64 34!@mc_raze

16 June 2013

CONTACT INFO

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!Motivation!Goals of the agile transitions!Status now!A day with a marketing scrum team!Long term planning!Results!Differences with IT!Lessons learned

CONTENTS

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MOTIVATION (ING)

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MOTIVATION AT ING

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TRANSITION!GOALS AT ING

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From product to customer-centric marketing!Less bureaucracy!Increased internal entrepreneurship!Better internal cooperation!Increased personal marketing!Faster time-to-market!

Agile was never a goal and always the means.

GOALS OF ING AGILE TRANSITION

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TRANSITION !GOALS AT ANWB

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samenwerking over de silo’s!proposities over de silo’s!time to market korter!van papier naar executie!behalen/overtreffen zelf gestelde targets!monitoren/bijsturen KPI’s (fact based)!invloed op het resultaat vergroot!!meer ownership, minder escaleren!meer ondernemerschap en durf!werkplezier verhoogd!ambassadeurs van de verandering (EDM/Jongeren team)!successen delen!!voor leden zichtbaar/merkbaar

GOALS AT ANWB MARKETING

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samenwerking over de silo’s!proposities over de silo’s!time to market korter!van papier naar executie!behalen/overtreffen zelf gestelde targets!monitoren/bijsturen KPI’s (fact based)!invloed op het resultaat vergroot!!meer ownership, minder escaleren!meer ondernemerschap en durf!werkplezier verhoogd!ambassadeurs van de verandering (EDM/Jongeren team)!successen delen!!voor leden zichtbaar/merkbaar

TRANSITION GOALS ANWB MARKETING

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cooperation

monitoring and actin

result driven

ownership

entrepreneurial

STATUS

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SILO’S

Marketi

ng

CI Inter

net

Mail Kanto

ren

Call Sales

force

Risk PM IIO …

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Source: https://www.box.com/shared/mg9kq3d17e - EDM!- Jongeren- 15 people, surroundings ca. 50 – ca. 60+ total

STATUS

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14 teams - 150 people, surroundings of 150 – 300+ totaal

A MARKETING SCRUM DAY

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STAND UP

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SCRUM BOARD JONGEREN TEAM

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DEMO

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RETROSPECTIVE

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PLANNING

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As a mortgage team I want a new article for mortgage (elsewhere), so I can supply my customers with relevant information on our product.!!As a client I want to know which tools ING has to help me to build wealth for a house so that I make the right choice that suits me.

USER STORIES

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BACKLOG

PORTFOLIO WALLS

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PORTFOLIO WALL CARE FREE LIVING

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PORTFOLIO WALL LENDING

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RESULTS

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COOPERATION

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COOPERATION

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RESULT DRIVEN PEOPLE

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TRANSPARANT PROCESS

19 november 2013

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FROM BIG CAMPAIGNS TO FAST ACTIONS

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FOCUS EN REST

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SURVEY

PRODUCTIVITY

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DIFFERENCES !IT AND MARKETING

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TYPES OF PEOPLE

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MORE WOMEN

VISUAL MANAGEMENT

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VISUAL MANAGEMENT

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DEFINITION OF DONE

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TEAM COMPOSITION

TEAM AUTONOMY

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BROADER AND MORE DIVERSE WORK

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Source: https://www.box.com/shared/mg9kq3d17e

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ENTREPRENEURSHIP

In IT we see increased entrepreneurship in solving a team’s problems.!In Marketing we see there is increased initiative as well as cost and revenue awareness.

MOST IMPORTANT DIFFERENCES

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Source: https://www.box.com/shared/mg9kq3d17e

Know the marketing language.!Teams need only some explanation and GO.!A healthy critical sceptic point of view.

COACHING

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Source: https://www.box.com/shared/mg9kq3d17e

Part time vs Full time!High visibility of targets (also different)!Individual vs team targets!Managing the environment is very important!Marketing is more entrepreneurial by nature!Marketing transitions ask management to adapt!In a marketing transition we inherit marketing professionalization!Not every team is scrumable

LESSONS LEARNED

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Source: https://www.box.com/shared/mg9kq3d17e

QUESTIONS

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THANKS AND FEEL FREE TO CONTACT ME

jmolenaar@xebia.com m +31 6 41 85 64 34 http://nl.linkedin.com/in/jmolenaar/ @mc_raze