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 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 45 minutes to look for information, synthetise and prepare a SHORT presentation of 3 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 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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