Read about Scrum being used in a Marketing department. Learn about differences. Read about the new results and how we approached the organizational transition(s).. This is the presenation of my report at agile 2014. Please find my report here too: http://bit.ly/marketingscrum

1. INSPIRE CHANGE ACT ON RESULTS
MARKETING SCRUM
1
Jeroen Molenaar
Agile 2014 Orlando - 29th June 2014
2 CASE STUDIES WHO NOW „ACT FIRST APOLOGIZE LATER”

2. 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 Netherlands!
jmolenaar@xebia.com!
m +31 6 41 85 64 34!
@mc_raze
16 June 2013
CONTACT INFO
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3. Rev. 2013 – 02
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!
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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4. MOTIVATION (ING)
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5. Rev. 2013 – 02
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MOTIVATION AT ING
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6. TRANSITION!
GOALS AT ING
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7. 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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8. TRANSITION !
GOALS AT ANWB
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9. 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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10. 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

11. STATUS
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12. Rev. 2013 – 02
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SILO’S
M
arketing
CI Internet
M
ail
Kantoren
Call
Sales force
Risk
PM IIO …

13. 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

14. A MARKETING SCRUM DAY
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15. STAND UP
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16. SCRUM BOARD JONGEREN TEAM
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17. DEMO
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18. 18

19. Rev. 2013 – 02
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RETROSPECTIVE

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PLANNING
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21. Rev. 2013 – 02
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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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22. Rev. 2013 – 02
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BACKLOG

23. PORTFOLIO WALLS
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24. PORTFOLIO WALL CARE FREE LIVING
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25. PORTFOLIO WALL LENDING
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26. RESULTS
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COOPERATION

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COOPERATION

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RESULT DRIVEN PEOPLE

30. Rev. 2013 – 02
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TRANSPARANT PROCESS
19 november 2013

31. Rev. 2013 – 02
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FROM BIG CAMPAIGNS TO FAST ACTIONS

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FOCUS EN REST

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SURVEY

34. PRODUCTIVITY
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35. DIFFERENCES !
IT AND MARKETING
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36. Rev. 2013 – 02
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TYPES OF PEOPLE

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MORE WOMEN

38. VISUAL MANAGEMENT
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39. Rev. 2013 – 02
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VISUAL MANAGEMENT

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DEFINITION OF DONE

41. Rev. 2013 – 02
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TEAM COMPOSITION

42. TEAM AUTONOMY
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43. BROADER AND MORE DIVERSE WORK
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44. Rev. 2013 – 02
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ENTREPRENEURSHIP

45. 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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46. 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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47. Rev. 2013 – 02
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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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48. Rev. 2013 – 02
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QUESTIONS
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49. Rev. 2013 – 02
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THANKS AND FEEL FREE TO CONTACT ME
jmolenaar@xebia.com
m +31 6 41 85 64 34
http://nl.linkedin.com/in/jmolenaar/
@mc_raze