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Betaleadership - ESCE Agile Marketing Class 2

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For ESCE 4th Year Students
Agile Marketing contents
About Agile mehtods (Scrum and Kanban), Design Thinking and Lean Startup

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Betaleadership - ESCE Agile Marketing Class 2

  1. 1. AGILE MARKETING : METHODOLOGIES AND PATTERNS FOR STRUCTURAL INNOVATION SYLVAIN LOUBRADOU BET@LEADERSHIP ESCE CLASS 2 1
  2. 2. WHAT DO WE AIM TO LEARN? 2 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
  3. 3. WHERE ARE WE IN THE LEARNING ? 3
  4. 4. SPRINT 0 FIND YOUR TEAM 1. Move desks and chairs 2. Take your board 3. New team mates ? Write their name 4. Check if you have a team name 5. Build an auto evaluation sketch 4
  5. 5. 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 5
  6. 6. SPRINT 1 RECAP OF LAST SESSIÓN Q/A 6 Main Information • Kanban • Scrum • Daily Meeting • User Stories • Planification • Planning Poker • Demo • Retrospective • Product Owner • Scrum Master
  7. 7. SPRINT 1 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 7
  8. 8. SPRINT 1 SCRUM 8 Main Information • Kanban • Scrum • Daily Meeting • User Stories • Planification • Planning Poker • Demo • Retrospective • Product Owner • Scrum Master
  9. 9. SPRINT 1 SCRUM 9 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
  10. 10. SPRINT 1 DAILY MEETING 10 Main topics • Stand up meeting in front of the board • Maximum 15 minutes • Si possible every day, otherwise min 1 per week • 3 questions : • What have I done since last meeting • What will I do until Next meeting • What problem have I encountered • Every team mate speaks about his/her achievements and moves his/her post-its or tasks • The Scrum Master vigilates that every one can speak • Main issue : trying to solve the problem during the meeting will last too much  just point out the first step with a task • Have material available near the board
  11. 11. SPRINT 1 USER STORIES 11 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
  12. 12. SPRINT 1 AGILE PLANNING MEETING 12 Main topics • Purpose : select the user stories to implement until the end of sprint • Steps : • Write and comment the user stories • Add new user stories due to meetings with stakeholders or demos • Define a goal for the sprint • Define an effort or size for each story • Prioritize the stories regarding to the team capacity • Cut and set the sprint backlog
  13. 13. SPRINT 1 PLANNING POKER 13 Main topics • Purpose: • Help to define a shared value for the business value or effort of each Project or user story, especially when stakeholders disagree • Ensure a great Exchange of information between team mates • How it Works: • For each story, explain the user story to the team • Each team mate chooses a value from 0 (quite nothing to do) to 100 (enormous amount of work) • The highest and lowest values explain why • Each one can change his/her card • The user story receives the average as effort or business value • The public depends on the information you want to define
  14. 14. SPRINT 1 PRODUCT OWNER 14 Main topics • Writes user stories • Prioritizes user stories in each sprint • Controls the end results of user stories • Comunicates with stakeholders
  15. 15. SPRINT 1 SCRUM MASTER 15
  16. 16. SPRINT 1 DEMO OR SPRINT REVIEW 16
  17. 17. SPRINT 1 RETROSPECTIVE 17 • Some links for tools: • http://plans-for-retrospectives.com/?id=3-78-74-29-45 • http://retrospectivewiki.org/index.php?title=Agile_Retrosp ective_Resource_Wiki • How it works: • Visual format • Ask what has worked well or bad, what can be improved • Discussion rules as « no reproaches » or « speak about problems not guilt » • Set a frequency • Participants are the team + product owner + some stakeholders • Expression leads to action  choose and define new improvements actions or rules for the team
  18. 18. SPRINT 1 RETROSPECTIVE 18
  19. 19. SPRINT 1 RETROSPECTIVE 19
  20. 20. SPRINT 2 WHAT IS AGILE? 20
  21. 21. SPRINT 2 TEAM WORK Each team will choose 1 point to learn : • User Story or Product Owner or Scrum Master or Planification 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 40 minutes to look for information, synthetise and prepare a SHORT presentation of 3 minutes on the chosen topics. NO Power Point allowed 21
  22. 22. 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 22
  23. 23. SPRINT 3 TEAM PRESENTATIONS Take pictures  23
  24. 24. SPRINT 4 EXAMPLES 24 Project of implementation of new products on a web portal 4 departments, 10 people
  25. 25. SPRINT 4 EXAMPLES 25 Operational Marketing campaigns (4 departments, 10 people, 4 weeks sprints)
  26. 26. SPRINT 4 EXAMPLES 26 Scrum board for a web page improvement Project 3 departments including IT, 9 people
  27. 27. SPRINT 5 RETROSPECTIVE Per team : 0- Check your evaluation sketch 1- What has gone well / better 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 27
  28. 28. SPRINT 6 RECAP OF THIS SESSION 28 Main Information • User Story Roadmap • Electronic Boards • Scrumban • Scrum of Scrum • Burndown Chart • Agile Management • Change Management
  29. 29. SPRINT 6 SCRUM OF SCRUM 29 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
  30. 30. SPRINT 6 BURNDOWN CHART 30 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
  31. 31. SPRINT 6 BURNUP CHART 31 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
  32. 32. SPRINT 6 SCRUMBAN 32 Main Information • User Story Roadmap • Electronic Boards • Scrumban • Scrum of Scrum • Burndown Chart • Agile Management • Change Management
  33. 33. SPRINT 6 SCRUMBAN 33 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)
  34. 34. 34 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
  35. 35. SPRINT 6 USER STORY MAPPING 35 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
  36. 36. SPRINT 6 USER STORY MAPPING 36 Examples
  37. 37. SPRINT 6 AGILE MANAGEMENT 37 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
  38. 38. SPRINT 6 CHANGE MANAGEMENT 38 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
  39. 39. SPRINT 6 CHANGE MANAGEMENT 39 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
  40. 40. SPRINT 6 CHANGE MANAGEMENT 40 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
  41. 41. NEXT CLASS Choose a problem you would like to solve Explore this problem with tools 41

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