Download - 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”
Rev. 2013 – 02
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 [email protected]! m +31 6 41 85 64 34!@mc_raze
16 June 2013
CONTACT INFO
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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
!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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Source: https://www.box.com/shared/mg9kq3d17e
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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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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SILO’S
Marketi
ng
CI Inter
net
Mail Kanto
ren
Call Sales
force
Risk PM IIO …
Rev. 2013 – 02
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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Source: https://www.box.com/shared/mg9kq3d17e
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RETROSPECTIVE
Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
PLANNING
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Source: https://www.box.com/shared/mg9kq3d17e
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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Source: https://www.box.com/shared/mg9kq3d17e
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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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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
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COOPERATION
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Source: https://www.box.com/shared/mg9kq3d17e
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COOPERATION
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Source: https://www.box.com/shared/mg9kq3d17e
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RESULT DRIVEN PEOPLE
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Source: https://www.box.com/shared/mg9kq3d17e
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TRANSPARANT PROCESS
19 november 2013
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Source: https://www.box.com/shared/mg9kq3d17e
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FROM BIG CAMPAIGNS TO FAST ACTIONS
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Source: https://www.box.com/shared/mg9kq3d17e
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FOCUS EN REST
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Source: https://www.box.com/shared/mg9kq3d17e
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SURVEY
PRODUCTIVITY
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DIFFERENCES !IT AND MARKETING
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Source: https://www.box.com/shared/mg9kq3d17e
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TYPES OF PEOPLE
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Source: https://www.box.com/shared/mg9kq3d17e
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MORE WOMEN
VISUAL MANAGEMENT
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Source: https://www.box.com/shared/mg9kq3d17e
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VISUAL MANAGEMENT
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Source: https://www.box.com/shared/mg9kq3d17e
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DEFINITION OF DONE
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Source: https://www.box.com/shared/mg9kq3d17e
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TEAM COMPOSITION
TEAM AUTONOMY
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BROADER AND MORE DIVERSE WORK
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Rev. 2013 – 02
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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Rev. 2013 – 02
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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Rev. 2013 – 02
Source: https://www.box.com/shared/mg9kq3d17e
QUESTIONS
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Source: https://www.box.com/shared/mg9kq3d17e
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THANKS AND FEEL FREE TO CONTACT ME
[email protected] m +31 6 41 85 64 34 http://nl.linkedin.com/in/jmolenaar/ @mc_raze
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