A Lean&Agile Experiment in Business and Marketing team

1. 1
AGILE nel mondo Business Operation
e Marketing: si può fare?
Daniela Cecchinel l i
A u l a B o b b i o

2. 2
Agenda 1. Team Story
2. Process Used
3. Success & Failure
4. Q&A

3. 3
Background
1 Experiment
• We used Lean Change Management
• We did an experiment in order to try a MiniVOrg
• Eliminate SILOS and reduce time from Concept to Cash in
order to faster realization of business value efficiently,
sustainably, predictably and with high quality
1 Value Team = 2 Tracks
• We created a single “Value” team
• Inside the team we created 2 different Tracks
 Discovery Team
Business Operation, Marketing and SEO/SEM
 Delivery Team
Development team

4. 4
Discovery team Characteristics
• Team of 7 members that came from Marketing,
Business Operation Department, SEM/SEO on Social
• Team worked for 2 specific Markets, responsible for
Strategic and Tactical actions
• Kanban team with PO + Agile Master
• Team used Agile Empirical Process
• Team used some practices:
– Daily
– Retrospective
– Grooming

5. 5
Each ITEM was prioritised by the PO
If required, ITEM could GO/FLOW on the Delivery Track Board, and when all necessary DEV tasks were
completed, the ITEM went in “Delivery/Done” column
“External” was used for all the activities that required support or approvals from others (internal or
external departments)
“Validation” was used for collects and checks the market results
The board was splitted in “EXPEDITE”, “FIXED DATE” and “STANDARD”
First Value Flow
Ideas
Identification
Backlog Analysis Actions Ready for
Delivery (4)
Delivery External Validation Done
Not Ready Ready Doing Done Doing Completed Doing Done

6. 6
First Value Flow
Ideas
Identification
Backlog Analysis Actions Ready for
Delivery (4)
Delivery External Validation Done
Not Ready Ready Doing Done Doing Completed Doing Done
ISSUES:
Activities done by team member not releated to Business Goal
Business Result Analysis not performed properly

7. 7
 The Discovery track organized regular
Planning meeting in order to set Business
goals for the next Iterations. For each
Business goal, the team identified some
Options and for each Options, Possible
Action to do.
The PO is responsible to select and prioritize
the Actions for the next Iteration.
 The Discovery track organized regular
Review meeting at the end of each
iteration, in order to check/discuss and
analyse business results.
Business Planning + Business Review
Goal Options Possible Actions
G1 O1
G2
G3
O1 O2
O1
O2 O3 O4
O3O2

8. 8
• Each action can be expressed in Value story in order
to have a clear description of the associated Business
Goal and Option.
• The structure of a Value Story is the following:
"In order to GOAL
we will OPTION
by POSSIBLE ACTION"
Value Story

9. 9
New Discovery Flow
Value Story
Next
Value
Story
Now
Task To Do Task
Doing
External Task
Done
Ready for
Delivery
Dev
Doing
UAT Validation Review Done
COLUMNS DESCRIPTION
Value Story Later We put here all the Options/Actions already identitied but not considered for now
Value Story Next We put here all the Options/Actions already identitied but to be considered for the next Iteration
Value Story Now The actions identifiedand committed by the team in order to reach the business goals
Task To DO All the Task to be done in oder to complete the Value Story
Task Doing All the activities we are working on
External When the activity has been moved to someone external to the Value Team
Task Done All the Activities already completed
Ready for Delivery When the task is ready to be moved to Deliveryboard
Delivery Doing When Deliveryteam starts working on the activity
UAT When the activity is in DONE/UAT Done on the Delivery board
Validation When we need to validate/test the activity before consideringit Done
Review We put here all the Value Stories already completed and that already produce outcomes
Done The activity has been successfullycarried out

10. 10
Success & Failure
++ System overview
++ Collaboration
++ Trust
++ Knowledge Sharing Biz&Tech
++ Common, Clear and Shared Goals
++ Effectivness & Efficency
++ Review Discovery + Delivery
-- Slowness perception on Discovery side
-- Some leavers due to new approach
-- PO feeling
-- Self-Organization not easy
-- Too many tools
-- More focus on methodology than Core business
activity
-- «Mazzarelle»

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12. 12
Thank you!
@dcecchinelli