ANDREA FRYREAR President & Lead Trainer Going with the Flow Adapting Scrum for Agile Marketing
Agile Software Frameworks Kanban 5% Other 12% Scrum/XP 6% Scrumban 8% Hybrid 14% Source: VersionOne 2018 State of Agile Report Scrum 55%
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m u r c S
Agile Marketing Frameworks Other 2% Scrumban 11% Lean 13% Hybrid 44% Kanban 13% Scrum 18% Source: AgileSherpas 2018 State of Agile Marketing Report
Why Not More Agile? Don t Know 17% Already agile 2% No time to try 6% Lack of training 38% Don t have right tools 5% No Exec Support 5% Process Working 26% Source: AgileSherpas 2018 State of Agile Marketing Report
m u r c S Scrumban Kanban
Scrumban FTW Pragmatic choices based on systemic understandings Meet the organization s needs; don t stress about practices Tools for solving problems unearthed by Scrum Source: The Scrumban [R]Evolution Scrumban Integrate other models and frameworks
Agile Marketing Issue #1: Bottlenecks
printer needs final files by eod!!! Project due in 2 days!!! Must finish now!!!
Additional cards not pictured. Seriously.
Scrumban Adaptations
Visualize Workflow
Why Not More Agile? Don t Know 17% Already agile 2% No time to try 6% Lack of training 38% Don t have right tools 5% No Exec Support 5% Process Working 26% Source: AgileSherpas 2018 State of Agile Marketing Report
1 Team. 7 Backlogs.
Workflow Visualization
Kanban board Backlog Ready In Progress Review Accepted
Explicit Policies
Backlog Creation Editing Done Ready PEN
WIP Limits
WIP Limit Too Low To do Doing Done 1 Slow flow (end-to-end) Zzzzzzzz People often idle Adapted from Henrik Kniberg
WIP Limit Too Low To do Doing Done 1 WIP Limit Too High To do Doing Done 5 Slow flow Slow flow (end-to-end) People never idle Zzzzzzzz People often idle Adapted from Henrik Kniberg Lack of wall space... Tasks often idle
WIP Limit Just Right To do Tasks rarely idle Adapted from Henrik Kniberg Doing 2 Done Fast flow People sometimes idle (slack)
Percent Working Time Available Per Project Loss to Context Switching 5 projects = 75% time wasted Number of Simultaneous Projects
Wait, there s more!
Agile Marketing Issue #2: Right Work???
Writing Graphic design Manage digital relationships (social media, influencers) UX across channels & pieces of content/tools PR and internal comms Source: SalesForce Report on all campaigns AND ongoing activities Budgets Operations Data analysis & visualization Split tests HTML/CSS
Scrumban Adaptations
Work Item Types
Work Item Types
Work Item Types Expedite Fixed Delivery Date Standard Intangible
Visualize Workflow
Planned Recurring Emergency
Agile Marketing Issue #3: All the Handoffs
Planning Writing Design Reviews Edits Distribution
Scrumban Adaptations
Timebox + Limit WIP
Why Not More Agile? Don t Know 17% Already agile 2% No time to try 6% Lack of training 38% Don t have right tools 5% No Exec Support 5% Process Working 26% Source: AgileSherpas 2018 State of Agile Marketing Report
Benefits of Timeboxing Since the Kanban system takes time to implement, its assumption is that the environment is relatively stable -- that the processes and the products do not change significantly for a considerable length of time. - Eli Goldratt Standing on the Shoulders of Giants
Time to 50 million users 38 years
Time to 50 million users 38 years 13 years
Time to 50 million users 38 years 13 years 1.5 years
Benefits of Timeboxing Using time as the base is not only more intuitive and, therefore, more easily accepted by the shop floor, it has an advantage that makes it suitable for unstable environments -- it is much less sensitive to disruptions in flow. - Eli Goldratt Standing on the Shoulders of Giants
Pilot Teams
Content Graphics Web Dev Team 1 Team 2 Team 3
Content Graphics Web Dev Team 1 Team 2 Team 3
Content Graphics Web Dev Team 1 Team 2 Team 3
Content Graphics Web Dev Team 1 Team 2 Team 3
Cameron von Orman SVP Product & Solutions Marketing CA Technologies
big differences between small, co-located app development teams...and a large, spread out marketing staff conditioned to long duration initiatives.
Step 1
Step 1 Step 2
Ch-ch-ch-changes Co-located teams Widely distributed teams
Ch-ch-ch-changes Co-located teams Widely distributed teams Agile experienced marketers Agile neophytes
Ch-ch-ch-changes Co-located teams Widely distributed teams Agile experienced marketers Agile neophytes SaaS On-Prem products
Ch-ch-ch-changes Co-located teams Widely distributed teams Agile experienced marketers Agile neophytes SaaS Single product On-Prem products Portfolio of products covering full life cycle
1 2
6pts 11pts 31pts Engagement Proud to work for CA Recommend CA 11pts 20pts Involved in decisions affecting work Valued as an employee
20% improvement in pipeline (w/flat budgets) Campaign delivery from 2 months to 2 weeks 3x win rate for marketing sourced opportunities
7 Persistent Cross-functional Campaign teams More business units 5
Continuously Improve
@TwitterHandle #CMWorld
Kanban Scrum Scrumban Systems Thinking TOC
Andrea Fryrear President & Lead Trainer AgileSherpas @andreafryrear andrea@agilesherpas.com bit.ly/agile-wkshop