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Why Combining
Methodologies may be
the Agile Marketing
Magic Bullet
@andreafryrear #martechconf
Exploring Scrumban:
@andreafryrear #martechconf
@andreafryrear #martechconf
“I suppose it is tempting, if the only tool you have is
a hammer, to treat everything as if it...
@andreafryrear #martechconf
Scrum
@andreafryrear #martechconf
If all you have is Scrum, everything
looks like a Sprint.
@andreafryrear #martechconf
ScrumKanban
Scrumban
@andreafryrear #martechconf
Today’s Backlog
1. Marketing’s Methodology Muddle
2. Choosing a Pilot
3. Four Part Kickstart
@andreafryrear #martechconf
Agile IT
Methodologies
Source: VersionOne State of Agile Report 2016
@andreafryrear #martechconf
Agile
Marketing
Methodologies
Source: Wrike’s “State of Agile Marketing” Report
2016
Lean
Eliminate non value-added work or
steps; optimize the “system” for work;
deliver as fast as possible
@andreafryrear #...
Kanban
Team members pull work from a backlog;
limit Work-in-Progress (WIP); continuous
releases; visualize the workflow
@a...
Scrumban
Team members pull work from a
backlog; daily Scrum meetings if
needed; visualize the workflow; limits on
WIP; les...
Scrum
Regular, defined sprints; work is
planned in advance; daily scrum
meetings (or “standups”);
retrospectives for impro...
11% Already use agile; no
challenges
43% I/my team doesn’t know what
Agile is or how it works
29% We don’t have an interna...
@andreafryrear #martechconf
Meet Scrumban
A powerful hybrid of
Scrum and Kanban
@andreafryrear #martechconf
@andreafryrear #martechconf
A Menu, Not a Formula
Team-centric planning and execution
Regular delivery, planning, retro
ca...
@andreafryrear #martechconf
A Menu, Not a Formula
Workflow visualization(s)
Kanban
WIP limits for each state of work
No sp...
@andreafryrear #martechconf
Scrumban
Pragmatic choices based on systemic
understandings
Meet the organization’s needs; don...
Our Marketing Team
@andreafryrear #martechconf
Our Scrumban Pilot Team
Content
Marketing
Manager
Social Media
Specialist
Content
Creator
Digital
Marketing
Specialist
@an...
Choosing a Pilot Program
W
eak
Large
C
ritical
Unim
portant
Strong
Small
Duration
Short Long
Project
Size
Business
Sponsor...
4 Part Kickstart
Visualize
Workflow
Set
WIP Limits
Major
Cadences
@andreafryrear #martechconf
Work Types &
Backlog
4 Part Kickstart
Visualize
Workflow
@andreafryrear #martechconf
Kanban board(s)
@andreafryrear #martechconf
Backlog Defined In Progress Done Accepted
4 Part Kickstart
Visualize
Workflow
@andreafryrear #martechconf
Work Types &
Backlog
2. Work Types
@andreafryrear #martechconf
Work Type Categories
● Have the most value for customers or partners
● Are demanded the most and least (in terms of quanti...
Kanban board(s)
@andreafryrear #martechconf
Backlog Defined In Progress Done Accepted
Importance
Work type 1
Work type 2
W...
4 Part Kickstart
Visualize
Workflow
Work Types &
Backlog
Set
WIP Limits
@andreafryrear #martechconf
3. Preliminary WIP Limits
@andreafryrear #martechconf
Backlog Defined In Progress Done Accepted
Importance
Work type 1
Wor...
@andreafryrear #martechconf
To do Doing
1
Done
WIP Limit Too Low
Zzzzzzzz
People
often idle
Slow flow
(end-to-end)
Adapted...
@andreafryrear #martechconf
To do Doing
1
Done
WIP Limit Too Low
Zzzzzzzz
People
often idle
Slow flow
(end-to-end)
To do D...
@andreafryrear #martechconf
To do Doing
1
Done
WIP Limit Too Low
Zzzzzzzz
People
often idle
Slow flow
(end-to-end)
To do D...
4 Part Kickstart
Visualize
Workflow
Set
WIP Limits
Major
Cadences
@andreafryrear #martechconf
Work Types &
Backlog
Daily Standup
Retrospectives
Sprint Length
@andreafryrear #martechconf
Kanban-style Standup
@andreafryrear #martechconf
Retrospectives
Image source: Yodiz
@andreafryrear #martechconf
Sprint length (optional)
1 week 4 weeks
@andreafryrear #martechconf
andrea@theagilemarketer.net
@andreafryrear
Slides + ebook: bit.ly/martech-agile
That’s my book
That’s me
@andreafryrear #m...
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Agile Marketing: Exploring Scrumban

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Why combining methodologies may be the Agile marketing magic bullet. These slides from MarTech San Francisco 2017 include a walkthrough of a 4-part Scrumban Kickstart event, along with stats about Agile marketing methodologies and their uses.

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Agile Marketing: Exploring Scrumban

  1. 1. Why Combining Methodologies may be the Agile Marketing Magic Bullet @andreafryrear #martechconf Exploring Scrumban:
  2. 2. @andreafryrear #martechconf
  3. 3. @andreafryrear #martechconf “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” - Abraham Maslow
  4. 4. @andreafryrear #martechconf Scrum
  5. 5. @andreafryrear #martechconf If all you have is Scrum, everything looks like a Sprint.
  6. 6. @andreafryrear #martechconf ScrumKanban Scrumban
  7. 7. @andreafryrear #martechconf Today’s Backlog 1. Marketing’s Methodology Muddle 2. Choosing a Pilot 3. Four Part Kickstart
  8. 8. @andreafryrear #martechconf Agile IT Methodologies Source: VersionOne State of Agile Report 2016
  9. 9. @andreafryrear #martechconf Agile Marketing Methodologies Source: Wrike’s “State of Agile Marketing” Report 2016
  10. 10. Lean Eliminate non value-added work or steps; optimize the “system” for work; deliver as fast as possible @andreafryrear #martechconf
  11. 11. Kanban Team members pull work from a backlog; limit Work-in-Progress (WIP); continuous releases; visualize the workflow @andreafryrear #martechconf
  12. 12. Scrumban Team members pull work from a backlog; daily Scrum meetings if needed; visualize the workflow; limits on WIP; less emphasis on defined sprints (can include continuous releases) @andreafryrear #martechconf
  13. 13. Scrum Regular, defined sprints; work is planned in advance; daily scrum meetings (or “standups”); retrospectives for improvement; no new work added during sprints @andreafryrear #martechconf
  14. 14. 11% Already use agile; no challenges 43% I/my team doesn’t know what Agile is or how it works 29% We don’t have an internal expert to train/implement 11% Getting buy-in from my team 17% Getting buy-in from leadership 18% Lack of the right tools 19% Getting over the learning curve 15% We prefer to execute against a long-term plan What barriers or challenges do you encounter within your department? Source: Workfront Agile Marketing Report 2016 @andreafryrear #martechconf
  15. 15. @andreafryrear #martechconf
  16. 16. Meet Scrumban A powerful hybrid of Scrum and Kanban @andreafryrear #martechconf
  17. 17. @andreafryrear #martechconf A Menu, Not a Formula Team-centric planning and execution Regular delivery, planning, retro cadences* Scrum * maybe Expose inter- and intra-team problems Protect team from external interruptions
  18. 18. @andreafryrear #martechconf A Menu, Not a Formula Workflow visualization(s) Kanban WIP limits for each state of work No sprint cadences; pull-based system* Work item types, not estimation* * maybe
  19. 19. @andreafryrear #martechconf Scrumban Pragmatic choices based on systemic understandings Meet the organization’s needs; don’t stress about practices Integrate other models and frameworks Tools for solving problems unearthed by Scrum A Menu, Not a Formula
  20. 20. Our Marketing Team @andreafryrear #martechconf
  21. 21. Our Scrumban Pilot Team Content Marketing Manager Social Media Specialist Content Creator Digital Marketing Specialist @andreafryrear #martechconf
  22. 22. Choosing a Pilot Program W eak Large C ritical Unim portant Strong Small Duration Short Long Project Size Business Sponsorship Im portance Pick this project @andreafryrear #martechconf Adapted from The Scrumban [R]evolution
  23. 23. 4 Part Kickstart Visualize Workflow Set WIP Limits Major Cadences @andreafryrear #martechconf Work Types & Backlog
  24. 24. 4 Part Kickstart Visualize Workflow @andreafryrear #martechconf
  25. 25. Kanban board(s) @andreafryrear #martechconf Backlog Defined In Progress Done Accepted
  26. 26. 4 Part Kickstart Visualize Workflow @andreafryrear #martechconf Work Types & Backlog
  27. 27. 2. Work Types @andreafryrear #martechconf
  28. 28. Work Type Categories ● Have the most value for customers or partners ● Are demanded the most and least (in terms of quantity) ● Are usually more urgent than others ● Are best aligned with the team’s purpose (do more of this) ● Are least aligned with the team’s purpose (do less of this) @andreafryrear #martechconf
  29. 29. Kanban board(s) @andreafryrear #martechconf Backlog Defined In Progress Done Accepted Importance Work type 1 Work type 2 Work type 3 Work type 4 Work type 5
  30. 30. 4 Part Kickstart Visualize Workflow Work Types & Backlog Set WIP Limits @andreafryrear #martechconf
  31. 31. 3. Preliminary WIP Limits @andreafryrear #martechconf Backlog Defined In Progress Done Accepted Importance Work type 1 Work type 2 Work type 3 Work type 4 Work type 5 Limit = 12 Limit = 4 Limit = 5 Limit n/a Limit n/a
  32. 32. @andreafryrear #martechconf To do Doing 1 Done WIP Limit Too Low Zzzzzzzz People often idle Slow flow (end-to-end) Adapted from Henrik Kniberg
  33. 33. @andreafryrear #martechconf To do Doing 1 Done WIP Limit Too Low Zzzzzzzz People often idle Slow flow (end-to-end) To do Doing 5 Done WIP Limit Too High Slow flow Tasks often idleLack of wall space... People never idle Adapted from Henrik Kniberg
  34. 34. @andreafryrear #martechconf To do Doing 1 Done WIP Limit Too Low Zzzzzzzz People often idle Slow flow (end-to-end) To do Doing 2 Done To do Doing 5 Done WIP Limit Just Right WIP Limit Too High People sometimes idle (slack) Tasks rarely idle Fast flow Slow flow Tasks often idleLack of wall space... People never idle Adapted from Henrik Kniberg
  35. 35. 4 Part Kickstart Visualize Workflow Set WIP Limits Major Cadences @andreafryrear #martechconf Work Types & Backlog
  36. 36. Daily Standup Retrospectives Sprint Length @andreafryrear #martechconf
  37. 37. Kanban-style Standup @andreafryrear #martechconf
  38. 38. Retrospectives Image source: Yodiz @andreafryrear #martechconf
  39. 39. Sprint length (optional) 1 week 4 weeks @andreafryrear #martechconf
  40. 40. andrea@theagilemarketer.net @andreafryrear Slides + ebook: bit.ly/martech-agile That’s my book That’s me @andreafryrear #martechconf
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    Mar. 16, 2019

Why combining methodologies may be the Agile marketing magic bullet. These slides from MarTech San Francisco 2017 include a walkthrough of a 4-part Scrumban Kickstart event, along with stats about Agile marketing methodologies and their uses.

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