O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Betaleadership - ESCE Agile Marketing class 1 2017

In this class we have learned and approached agile methods within marketing.
In the next class we'll start with design thinking.

  • Seja o primeiro a comentar

Betaleadership - ESCE Agile Marketing class 1 2017

  1. 1. AGILE MARKETING : METHODOLOGIES AND PATTERNS FOR STRUCTURAL INNOVATION SYLVAIN LOUBRADOU BET@LEADERSHIP ESCE CLASS 1 1
  2. 2. WHO AM I? 2 Twitter : @sylvainpam18 or @betaleadership #ESCEAgileMarketing
  3. 3. WHAT DO WE AIM TO LEARN? 3
  4. 4. WHAT DO WE AIM TO LEARN? 4 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 methods Class 3 : explore Class 4 : define, Business model Class 5 : create and choose Class 6 : prototype
  5. 5. 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 5
  6. 6. 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
  7. 7. SPRINT 0 BUILD TEAMS (5 MIN) 1. Create teams of 5-8 people 2. Move desks and chairs 3. Build a board 4. Write the team mates names and choose a symbol for each one 5. Choose a name for the team and write it 6. Build an auto evaluation sketch 7
  8. 8. SPRINT 1 WHY AGILE MARKETING 8
  9. 9. IN EVERY MARKET, WE’RE EXPERIMENTING A PARADIGM CHANGE 9 MARKETS AND CLIENTS INTERNAL ORGANIZATION PRODUCT DEVELOPMENT CYNEFIN DIAGRAM http://en.wikipedia.org/wiki/Cynefin
  10. 10. IMPACT OF DIGITALIZATION 10
  11. 11. RAPID DISRUPTIONS IN MARKETS, ECO SYSTEMS AND TOOLS 11
  12. 12. STARTUP HOCKEYSTICK 12
  13. 13. 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 scalable You must use a: • Value-centric • Customer-centric • Collaborative • Cultural and methodological approach 13
  14. 14. WHAT IS AGILE DESIGNED FOR? 14
  15. 15. SPRINT 2 WHAT IS AGILE? 15
  16. 16. SPRINT 2 TEAM WORK Each team will choose 4 points to learn : • Kanban or Scrum (2 points) • User Story or Product Owner or Scrum Master or Planning Meeting or Retrospective or Stand up Meeting or Planning Poker or Demo • User Story Roadmap or Electronic Boards or Scrumban or Scrum of Scrum or Burndown Chart or Agile Management or Change Management Each team will have 80 minutes to look for information, synthetise and prepare a SHORT presentation of 5 minutes on the chosen topics. NO Power Point allowed 16
  17. 17. SPRINT 2 BEFORE 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 17
  18. 18. SPRINT 3 TEAM PRESENTATIONS Take pictures  18
  19. 19. SPRINT 4 RECAP BY TEACHER 19 Main Information • Kanban • Scrum • Daily Meeting • User Stories • Planification • Planning Poker • Demo • Retrospective • Product Owner • Scrum Master
  20. 20. SPRINT 4 KANBAN 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
  21. 21. SPRINT 4 SCRUM 21 Main Information • Kanban • Scrum • Daily Meeting • User Stories • Planification • Planning Poker • Demo • Retrospective • Product Owner • Scrum Master
  22. 22. SPRINT 4 SCRUM 22 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
  23. 23. SPRINT 4 USER STORIES 23 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
  24. 24. SPRINT 6 SCRUM OF SCRUM 24 Main Information • Cultural way of scaling agile • Easy to start • Easy to lose oversight • Scalable boards with different meeting frequencies and stories precision • Not used in classical companies (not enough methodology) • More possibility to learn
  25. 25. SPRINT 6 BURNDOWN CHART 25 Main Information • Degressive • Visual and easy to maintain • Follows points and/or user stories in status Done • Link: http://guide.agileall iance.org/guide/bur ndown.html • To implement at the sprint planning and refresh at daily stand up
  26. 26. SPRINT 6 BURNUP CHART 26 Main Information • Progressive • Visual and easy to maintain • Follows points and/or user stories in status Done in a Kanban • Link: http://www.featuredrivendevelop ment.com/node/515 • To implement at the month beginning and refresh at daily stand up • Interesting to learn over team capacity within a year
  27. 27. SPRINT 6 SCRUMBAN 27 Main Information • User Story Roadmap • Electronic Boards • Scrumban • Scrum of Scrum • Burndown Chart • Agile Management • Change Management
  28. 28. SPRINT 6 SCRUMBAN 28 Main Information • Mix between Scrum (sprint planning, capacity, sprint and release) for some projects and Kanban (daily priorization, new necesities not foreseen) for incidents, problems, comercial activity • Gains : a team can work on projects and also operational issues without frustrating users ; allows measure the impact of no planned tasks and petitions to involve the stakeholders in the improvement ; iterative implementation ;-) • Key factors : one single board, measure permanently the no planned tasks and leave space for the scrum planning (to avoid frustration for not reaching goals)
  29. 29. 29 Main Information • Allows distant and distributed teams to work in an agile way • Free tools : • www.trello.com • www.kanbanchi.com • Other tools : Jira… • You can : define columns, add members, set timelines, annex documents, set colours for task types, assign people to work… SPRINT 6 ELECTRONIC BOARDS
  30. 30. SPRINT 6 USER STORY MAPPING 30 Main Information • Purpose : • Organize user stories and tasks to reach a visual overview when number > 50 • Organize a separate loop with stakeholders to organize and prioritize the product backlog (every 2 or 3 months) • Organization : • 2 axes to organize and order user stories • Timeline, dependencies, priorities, subject, involved team, task blocks
  31. 31. SPRINT 6 USER STORY MAPPING 31 Examples
  32. 32. SPRINT 6 AGILE MANAGEMENT 32 The « agile » manager looks like a scrum master with 2 more habilities: • Adding to the capacity of removing or solving obstacles and difficulties of the team • Build and communicate a vision and a destination for the project and the team • Manage and influence the capacity of the team to realize the project Main missions of « agile » manager : • Feed the team with data and KPIs to take collective decisions • Improve input quality for the team • Organize and dispose of free time for the team to realize retrospectives and continuous improvement • Allow direct contacts between team members and stakeholders References: Servant Leader / Steve Denning
  33. 33. SPRINT 6 CHANGE MANAGEMENT 33 Main Information • 2 types of change : individual and collective • On collective level, 8 steps of Kotter apply very well: • Create a sens of urgency • Build a team with active people • Build a Project or change visión (B point) • Communicate the visión (B point) • Remove obstacles • Create quickwins • Set up continuous improvement on change • Create routines and habits
  34. 34. SPRINT 6 CHANGE MANAGEMENT 34 Main Information • 2 types of change : individual and collective • On collective level, 8 steps of Kotter apply very well: • Create a sens of urgency • Build a team with active people • Build a Project or change visión (B point) • Communicate the visión (B point) • Remove obstacles • Create quickwins • Set up continuous improvement on change • Create routines and habits
  35. 35. SPRINT 6 CHANGE MANAGEMENT 35 Main Information • On an individual level: • Dan Pink tells us about the intrinsic motivation factors : purpose, autonomy, mastery • William Bridges explains us the steps which each individual will go through at his/her pace
  36. 36. SPRINT 5 RETROSPECTIVE Per team : 1- What has gone well 2- What did not work 3- What did we learn 4- What have we missed or would expect for Next time ? You learn  I learn 36
  37. 37. NEXT CLASS Complementary issues and topics on agile methodologies New sprint to practice in teams Q/A over agile methodologies Time to think on a problema you’d like to solve 37

×