What is scrum and how did we apply it at marketing at ING. Presentation given an VODW freelance evening November 10th 2014.

1. Freelancebijeenkomst Agile en Scrum: Hoe snel is jouw sprint?
Welkom door Ronald de Kimpe (partner VODW)1
Wat betekent Agile? Wat is Scrum? Uitleg begrippen en tips voor
succesvolle toepassingen.
(Laurens Bonnema en Jeroen Molenaar, Xebia)
2
Wat is de rol van product owner? Praktijkcase
(Richard van Vliet, Travix)3
Afronding en borrel4
18.30-18.45 uur
18.45-19.30 uur
19.30-20.15 uur
20.15 uur

2. Contact info
Laurens Bonnema
Jobs
Agile Management Consultant at Xebia Netherlands B.V.
Major Clients
Essent, Rabobank International, Flowtraders, Portbase, bol.com,
Philips.
Contact
Utrechtseweg 49
1213 TL Hilversum
The Netherlands
lbonnema@xebia.com
+31 6 51 097 838
Instant Messaging, Skype, Twitter
laurensbonnema

3. Jeroen Molenaar
Jobs
•
Consultant & Trainer at Xebia NL
Major Clients
•
ANWB, ING, ABN Amro, AEGON, AH
Contact
•
jmolenaar@xebia.com
•
m +31 6 41 85 64 34
•
http://nl.linkedin.com/in/jmolenaar/

4. WHAT IS AGILE?

5. Reality of software development
Three things we wish were true:
• The customer knows what he wants
• Developers know how to build it
• Nothing will change along the way
Three things we have to live with:
• The customer discovers what he wants
• The developers discover how to build it
• Many things change along the way
In software development, an empirical approach generally yields better
results than a prescriptive one. There is always room for improvement.
Source: Henrik Kniberg

6. Lean
Base your management decisions on a long-term philosophy,
even at the expense of short-term financial goals.
Create a continuous process flow to bring
problems to the surface.
Build a culture of stopping to fix
problems, to get quality right the
first time.
Develop exceptional people and teams
who follow your company’s philosophy.
Become a learning organization through
relentless reflection (hansei) and
continuous improvement (kaizen).

7. Agile “umbrella”
Scrum Crystal
DSDM
XP
Kanban

8. “Agility is the application of common sense
with an uncommon level of discipline”
Ron Jeffries

9. The Agile Manifesto
We are uncovering better ways of developing software by doing it and helping others do it.
Through this work we have come to value:
Individuals and interactions over Processes and tools
Working software over Comprehensive documentation
Customer collaboration over Contract negotiation
Responding to change over Following a plan
That is, while there is value in the items on the right,
we value the items on the left more.
Source: www.agilemanifesto.org

10. EXPERIMENTATION
over
The manifesto’s missing line
IMPLEMENTATION

11. Agile principles
Our highest priority is to satisfy the
customer through early and
continuous delivery of valuable
software.
Continuous attention to technical
excellence and good design
enhances agility.
The most efficient and effective
method of conveying information
to and within a development team
is face-to-face conversation.
Deliver working software
frequently, from a couple of weeks
to a couple of months, with a
preference to the shorter
timescale.
The best architectures,
requirements, and designs emerge
from self-organizing teams.
Agile processes promote
sustainable development. The
sponsors, developers, and users
should be able to maintain a
constant pace indefinitely.
Build projects around motivated
individuals. Give them the
environment and support they
need, and trust them to get the job
done.
Welcome changing requirements,
even late in development. Agile
processes harness change for the
customer’s competitive advantage.
Simplicity, the art of maximizing
the amount of work not done, is
essential.
Working software is the primary
measure of progress.
Business people and developers
must work together daily
throughout the project.
At regular intervals, the team
reflects on how to become more
effective, then tunes and adjusts
its behavior accordingly.
Source: www.agilemanifesto.org

12. WHAT IS SCRUM?

15. Rolling Wave Adaptive Planning
Create a project plan with milestones.
Create a detailed plan for the next iteration.
Create an outline plan for following iteration.
Modify the detailed plan for the current iteration daily.
Modify the detailed plan for the next iteration during every iteration.
Modify the outline plan for following iterations during every iteration.
Communicate the modified planning!
You can’t stop the waves, but you can learn to surf…

16. Marketing Scrum
Cases ING & ANWB
Act first and apologize later

17. Software Development Done Right
ING and ANWB
More entrepreneurship, more resultdriven,
cooperation, respond to change

18. ING and ANWB until now
14 teams ING
5 teams ANWB
Small entrepreneurial teams in the
enterprise

19. Software Development Done Right
What do you see
from agile scrum?

20. Software Development Done Right
The walls

21. Software Development Done Right
The planning

22. Software Development Done Right
The meetings

23. Software Development Done Right
The progress

24. Software Development Done Right
The way we plan /
estimate

25. The results
What did we gain with scrum

26. Software Development Done Right

27. Team quotes

28. Focus and rest

29. Software Development Done Right
Productivity
30% more productive than last year

30. Software Development Done Right
The organization
How did they achieve this?

31. Organic growth

32. Communication

33. Silos

34. The puzzle

35. The puzzle
Up to 12 silos /
diciplines needed
Not everybody
fulltime
FM call, FM internet,
E-mail mkt, CI, PM
etc.

36. A scrumteam
Gets PO with vision
and a goal
Has shared goals
Has focus
Creates commitment
Scrum team ‘voorkomen en verschuiven’

37. Visual management

38. Software Development Done Right
PerBa sales
thunnel

39. Software Development Done Right
Call ‘spraak bakjes’

40. Lessons learned 1-2
Part time vs Full time
High visibility of targets (also different)
Individual vs team targets
Managing the environment is very
important

41. Lessons learned 2-2
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

42. TIPS & TRICKS

43. Include your end-user

44. Beware of the never ending story

45. Limit team-size!

46. Jeroen Molenaar
Jobs
•
Consultant & Trainer at Xebia NL
Major Clients
•
ANWB, ING, ABN Amro, AEGON, AH
Contact
•
jmolenaar@xebia.com
•
m +31 6 41 85 64 34
•
http://nl.linkedin.com/in/jmolenaar/
Questions? Let me know!

47. Contact info
Laurens Bonnema
Jobs
Agile Management Consultant at Xebia Netherlands B.V.
Major Clients
Essent, Rabobank International, Flowtraders, Portbase, bol.com,
Philips.
Contact
High Tech Campus 43, Office 1B07
5656AE Eindhoven
The Netherlands
lbonnema@xebia.com
+31 6 51 097 838
Instant Messaging, Skype, Twitter
laurensbonnema