emerce engage 2016 - adrie dolman (emerce opleidingen)
TRANSCRIPT
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Hoe organisa+estransformeren vant r a d i + o n e l emarke+ng naar eenAgileMarketingorganisatie
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WAAROMISDE21EEEUWANDERS?
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IN OUT
DISRUPTIE:THEORIEVANROGERSACHTERHAALD?
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Speed…
Changing environment Enterprise Adaptability
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“Itisnotthestrongestofthespeciesthatsurvives,northemostintelligentthatsurvives.
Itistheonethatismostadaptabletochange”
-CharlesDarwin-
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“If you are not moving at the speed of the marketplace, you’re already dead.
You just haven’t stopped breathing yet.” - Jack Welch -
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JE KUNT DE WIND NIET VERANDEREN
SnelenrelevantreagerenopveranderendeklantbehoeJen
ALLEEN DE STAND VAN DE ZEILEN
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ErisalKjdeenmarkt….
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LEAN,AGILEENSCRUM
Qualityatthesource
Flow
Seethewhole
Pull/JustinTime
Empowertheteam
Addnothigbutvalue/Eliminatewaste
ConKnuousImprovement
LeanCustomerPerspecKve
Respectforpeople
Buildintegrityin
Focusonvalue
IteraKvedevelopment
Rhythm
Trustinskilledexperts
Amplifylearning
Agile
MulKdisciplinaryteams
IteraKons1-4weeks
ValueprioriKzedBackLog
Workingvalueattheendofasprint
Scrum
Focusing on what business needs today
LEAN:
WAARDE VOOR DE KLANT
DE REST = WASTE
AGILE:
SNEL AANPASSEN AAN DE
VERANDERENDE WAARDE
SCRUM:
FRAMEWORK DAT HELPT
OM AGILE SAMEN TE WERKEN
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Lean Enterprise
Scrum
Design Thinking
Lean Start-up
Running Lean
Radical Management
Agile Marketing
Agile Teams
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• 10keersnellereomzetgroei
• 10keersnellereproductontwikkeling
• 10keermeerwinstperwerknemer
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Idee
Leren
Meten:observeer
hoeklantenreageren
Maken
hypothese
pretotypeprototype
MVP
validaKeaannames
aanpassen
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Value Adapt
LeanAgilecanvasKillerFeaturesUnfairAdvantage
CustomerDelight
ValueProposiKoncanvas
RelaKeveValue-Effortweging
Backlogrefinement
Programmaradar
Roadmap
Swimminglanes
BacklogManage-
ment
UserstoriesSprintplanningdeel1:sharedvision–sharedgoals
Sprintplanningdeel2:sprintplan
Sprint
Dailystandup
Sprintreview
Incrementtothecustomer
Retro-specKve
Observeren,metenenlerenChangeGuild
Empathymap
Experimenten
AgileMarkeKngcyclus
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Cost Structure Revenue Streams
One Challenging
Problem
Customer Segments
Customer Delight Value Proposition
Key Competence & Resources
Killer Features
Customer Relationship & Channels
Unique Advantage
Key Partners
Key Metrics
610
7
5
8
4
231
11
9
Experiments (1 t/m 11)
Figuur23:LeanAgileBusinesscanvas
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DOEMLA:DO:DoenE:ExperimenterenM:MetenL:LerenA:Aanpassen
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SprintReview
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Agileisanders….
• AndereBHAG:delightcustomers!• Anderonderzoek:gamesenexperimenten• Anderedialoog:debeleefdheidvoorbij• Anderebesluitvorming:nuenaanpasbaar• AndereexecuKe:doendoendoen(sprints)• Andereverantwoording:zelforganisaKe• Andermanagement:faciliteren• AndereorganisaKe:holisKsch
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terugopaarde…..
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HIERARCHIEVS.HOLARCHIE
4
3
2
1
4
3
2
1
Hiërarchie Holarchie
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Start:CustomerDelight
Figuur33:Adapt2ValueAgileMarkeKngorganisaKemodel
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Start:CustomerDelight
Figuur33:Adapt2ValueAgileMarkeKngorganisaKemodel
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CustomerDelighttevredenheidGefrustreerde“terroristen”
Houd
ingen
ged
rag
CustomerDelight:
posi:
ef
nega
:ef
ErvaringvoldoetaanverwachKng
Ervaringvoldoetaanwens
ErvaringoversKjgtwensenen
verwachKngen
ErvaringvoldoetaanverwachKng
Emo+eboosheid plezierengeluk
ErvaringslechterdanverwachKng
Ontevredenoverlopers
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Product/serviceperformance
Product/serviceperformance
+
+_
_
Tevredenheid
Ontevredenheid
Verlangdekwaliteit(wensen)
Verwachtekwaliteit(hygiënefactor)
Kanmijntevredenheidnietverbeteren,
maarwelverslechten
Opwindendekwaliteit(delighters)
IkwistnietdatikhierbehoeJeaanhad,
maarikbenerdolop!
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GalaxyNote
Lumia
AppleiPhone
GalaxyNexusbySamsumg
MotorolaDroid
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CustomerDelights
WhatarethepossibleCustomerDelightsthatyourteamcouldgotocreateanddeliver?
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CustomerValues
WhataretheCustomerValuesthatyourteamcreatesanddelivers?
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VALUEAREAS?
…………………………………………
……
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Start:CustomerDelight
End-to-EndProposi+on/Feature
Team(Squad)
Figuur33:Adapt2ValueAgileMarkeKngorganisaKemodel
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Cynefin
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Waarzitjouwnieuwewaarde?
Passie(35%)CreaKviteit(25%)IniKaKef(20%)Intellect(15%)Inzet(5%)Gehoorzaam(0%)
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Hoe organisa+estransformeren vant r a d i + o n e l emarke+ng naar eenAgileMarketingorganisatie
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EMERGENT
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ValueAreas
DeliveredCustomerDelights
3.Expertcoaching 6.ChangeorganizaKonrules
2.Awareness 5.AgileRolestraining
1.AgileLeadershipDesign 4.AgileWayofWorking
AgileMarke+ngadop+ecanvas
Figuur49:Adapt2ValueAgileMarkeKngadopKecanvas
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SUCCES!J