The Rise of Agile Marketing How to move from theory to practice
Andrea Fryrear, President & Co-Founder @ AgileSherpas | Zach Meixner, Sr. Program Manager @ M&T Bank | Kelly Drozd, Product Marketing @ Atlassian
MARKETING HAS CHANGED
BUT NOT THE WAY WE MANAGE IT
AGILE MARKETING ADOPTION: +10%
COVID’S IMPACT ON AGILE PLANS
38%
of marketers accelerated their Agile adoption plans due to the pandemic
AGILITY > UNCERTAINTY
84%
of Agile marketers say agility was important in getting them through the craziness of 2020
MARKETING AGILITY IS HYBRID
53%
of Agile marketers report that hybrid frameworks are their preferred flavor of agility
AGILE PRACTICES MARKETERS
58% Sprint planning
44% Digital board
57% Daily standup
45% Sprint review
42% User stories/epics
41% Retrospectives
BARRIERS TO GREATER AGILITY
WHAT HELPS MARKETERS GO AGILE?
CHALLENGES AGILE MARKETERS FACE ❖ ❖
❖
❖ ❖
44% Unplanned work 36% People reverting to old ways 31% Interacting with non-Agile teams 28% Plans changing too often 27% Difficulties estimating capacity
ACHIEVING MARKETING AGILITY ● Agile is not your why. Make Agile the solution, not the goal. ● Invest in education, in all its forms. ● Try a 90-Day pilot to build consensus and deliver value. ● Plan for making tools and technology an integral part of your transformation roadmap. ● Hybridize and customize...as long as you know what you’re doing. ● Make plans for dealing with unplanned work. It’s not going away.
Theory to practice M&T Bank
The impact
TEAM MEMBERS WERE NOT EFFICIENT AND THERE WAS NO PROOF THE HIGHEST VALUE WORK WAS GETTING DONE
AGILE PRACTICES MARKETERS
58% Sprint planning
57% Daily standup
45% Sprint review
Ceremonies! 44% Digital board
42% User stories/epics
41% Retrospectives
Teams are built around the work they are scoped to complete
Teams are staffed for 80% of backlogs, CoE’s complete the other 20%
Centers of Excellence fill in the gaps
How teams are working now
Team 2 Team 3 Team 1
Team 4 Team 6
Team 5
How we got started
STAGE I: GATHERING SUPPLIES
Custom consulting helps you prepare for your Agile transformation. We identify key metrics, prepare your first pilot teams, and draft a rollout plan.
STAGE II: INITIAL CLIMB
Conduct pilots with 1-3 teams and form a trial strategy team. Establish good prioritization habits for leaders and execution tactics for teams.
STAGE IV: AGILE ASCENSION
STAGE III: BUILDING BASE CAMP
Create reference models based on pilot outcomes. Solidify team structure for the full Ascension. Complete education for teams and leaders.
Once the path is clear, complete department-wide transformation. Train internal champions to embed agility. Compare pre-/post-Agile performance.
V O C
9 1 ID
Learning the Fundamentals
Ceremonies Roles Practices Mindset
Education for Speciality Roles
Leadership Scrum Master Product Owners
Continual coaching
Reinforcement Improvements Adjustments
We’re segment focused, journey led, digitally forward, locally committed, data enabled, and agile built.
How we use Jira and Confluence
Visibility “If it’s not in Jira, it’s not real.”
Data History is our best indicator of the future.
Planning Honesty is the best policy.
It wasn’t all sunshine and roses
What we did wrong
Too many teams Lack of PO training Lack of standardization Not walking the walk
Teams were formed with no training, minor changes, and little chance to succeed.
What we did wrong Many of our PO’s were not trained in properly scoping and writing tickets. Too many teams
PO’s, along with other key roles, were not dedicated to their teams.
Lack of PO training Lack of standardization Not walking the walk
FAIL
What we did wrong Every team set up a different ticket format, different workflow, and had different ways of working. Too many teams Lack of PO training Lack of standardization Not walking the walk
What we did wrong We said we were agile, but we were not really changing our behaviors or ways of working. Too many teams Lack of PO training Lack of standardization Not walking the walk
Some teams were not buying in.
So where are we headed?
OKRs and TAPs
Actions Manage...
Facilitate...
Task 1...
Task 2...
Things...
Things...
More things...
Enforce...
Track...
Own...
Outcome
Lead...
Things...
OKR
Accelerate
Secrets
Progress
Secrets
Foster
Secrets
Improve
Secrets
Definition of Ready and Definition of Done
CONTEXT
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