Agile Marketing: Exploring Scrumban
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The document discusses the benefits of combining agile methodologies, specifically focusing on 'scrumban' which merges elements of Scrum and Kanban for improved marketing efficiency. It highlights challenges faced by teams in adopting agile practices and outlines a four-part kickstart framework to implement scrumban, emphasizing workflow visualization, work-in-progress limits, and team-centric planning. The presentation includes recommendations for choosing pilot projects and lists important considerations for agile marketing teams.
![Choosing a Pilot Program
W
eak
Large
C
ritical
Unim
portant
Strong
Small
Duration
Short Long
Project
Size
Business
Sponsorship
Im
portance
Pick this
project
@andreafryrear #martechconf
Adapted from The Scrumban [R]evolution](https://image.slidesharecdn.com/afryrearscrumbanpresentation-v2-170515120213/85/Agile-Marketing-Exploring-Scrumban-22-320.jpg)
Agile Marketing: Exploring Scrumban
- 1. Why Combining Methodologies may be the Agile Marketing Magic Bullet @andreafryrear #martechconf Exploring Scrumban:
- 3. @andreafryrear #martechconf “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” - Abraham Maslow
- 5. @andreafryrear #martechconf If all you have is Scrum, everything looks like a Sprint.
- 7. @andreafryrear #martechconf Today’s Backlog 1. Marketing’s Methodology Muddle 2. Choosing a Pilot 3. Four Part Kickstart
- 8. @andreafryrear #martechconf Agile IT Methodologies Source: VersionOne State of Agile Report 2016
- 9. @andreafryrear #martechconf Agile Marketing Methodologies Source: Wrike’s “State of Agile Marketing” Report 2016
- 10. Lean Eliminate non value-added work or steps; optimize the “system” for work; deliver as fast as possible @andreafryrear #martechconf
- 11. Kanban Team members pull work from a backlog; limit Work-in-Progress (WIP); continuous releases; visualize the workflow @andreafryrear #martechconf
- 12. Scrumban Team members pull work from a backlog; daily Scrum meetings if needed; visualize the workflow; limits on WIP; less emphasis on defined sprints (can include continuous releases) @andreafryrear #martechconf
- 13. Scrum Regular, defined sprints; work is planned in advance; daily scrum meetings (or “standups”); retrospectives for improvement; no new work added during sprints @andreafryrear #martechconf
- 14. 11% Already use agile; no challenges 43% I/my team doesn’t know what Agile is or how it works 29% We don’t have an internal expert to train/implement 11% Getting buy-in from my team 17% Getting buy-in from leadership 18% Lack of the right tools 19% Getting over the learning curve 15% We prefer to execute against a long-term plan What barriers or challenges do you encounter within your department? Source: Workfront Agile Marketing Report 2016 @andreafryrear #martechconf
- 16. Meet Scrumban A powerful hybrid of Scrum and Kanban @andreafryrear #martechconf
- 17. @andreafryrear #martechconf A Menu, Not a Formula Team-centric planning and execution Regular delivery, planning, retro cadences* Scrum * maybe Expose inter- and intra-team problems Protect team from external interruptions
- 18. @andreafryrear #martechconf A Menu, Not a Formula Workflow visualization(s) Kanban WIP limits for each state of work No sprint cadences; pull-based system* Work item types, not estimation* * maybe
- 19. @andreafryrear #martechconf Scrumban Pragmatic choices based on systemic understandings Meet the organization’s needs; don’t stress about practices Integrate other models and frameworks Tools for solving problems unearthed by Scrum A Menu, Not a Formula
- 20. Our Marketing Team @andreafryrear #martechconf
- 21. Our Scrumban Pilot Team Content Marketing Manager Social Media Specialist Content Creator Digital Marketing Specialist @andreafryrear #martechconf
- 22. Choosing a Pilot Program W eak Large C ritical Unim portant Strong Small Duration Short Long Project Size Business Sponsorship Im portance Pick this project @andreafryrear #martechconf Adapted from The Scrumban [R]evolution
- 23. 4 Part Kickstart Visualize Workflow Set WIP Limits Major Cadences @andreafryrear #martechconf Work Types & Backlog
- 24. 4 Part Kickstart Visualize Workflow @andreafryrear #martechconf
- 25. Kanban board(s) @andreafryrear #martechconf Backlog Defined In Progress Done Accepted
- 26. 4 Part Kickstart Visualize Workflow @andreafryrear #martechconf Work Types & Backlog
- 27. 2. Work Types @andreafryrear #martechconf
- 28. Work Type Categories ● Have the most value for customers or partners ● Are demanded the most and least (in terms of quantity) ● Are usually more urgent than others ● Are best aligned with the team’s purpose (do more of this) ● Are least aligned with the team’s purpose (do less of this) @andreafryrear #martechconf
- 29. Kanban board(s) @andreafryrear #martechconf Backlog Defined In Progress Done Accepted Importance Work type 1 Work type 2 Work type 3 Work type 4 Work type 5
- 30. 4 Part Kickstart Visualize Workflow Work Types & Backlog Set WIP Limits @andreafryrear #martechconf
- 31. 3. Preliminary WIP Limits @andreafryrear #martechconf Backlog Defined In Progress Done Accepted Importance Work type 1 Work type 2 Work type 3 Work type 4 Work type 5 Limit = 12 Limit = 4 Limit = 5 Limit n/a Limit n/a
- 32. @andreafryrear #martechconf To do Doing 1 Done WIP Limit Too Low Zzzzzzzz People often idle Slow flow (end-to-end) Adapted from Henrik Kniberg
- 33. @andreafryrear #martechconf To do Doing 1 Done WIP Limit Too Low Zzzzzzzz People often idle Slow flow (end-to-end) To do Doing 5 Done WIP Limit Too High Slow flow Tasks often idleLack of wall space... People never idle Adapted from Henrik Kniberg
- 34. @andreafryrear #martechconf To do Doing 1 Done WIP Limit Too Low Zzzzzzzz People often idle Slow flow (end-to-end) To do Doing 2 Done To do Doing 5 Done WIP Limit Just Right WIP Limit Too High People sometimes idle (slack) Tasks rarely idle Fast flow Slow flow Tasks often idleLack of wall space... People never idle Adapted from Henrik Kniberg
- 35. 4 Part Kickstart Visualize Workflow Set WIP Limits Major Cadences @andreafryrear #martechconf Work Types & Backlog
- 36. Daily Standup Retrospectives Sprint Length @andreafryrear #martechconf
- 38. Retrospectives Image source: Yodiz @andreafryrear #martechconf
- 39. Sprint length (optional) 1 week 4 weeks @andreafryrear #martechconf
- 40. andrea@theagilemarketer.net @andreafryrear Slides + ebook: bit.ly/martech-agile That’s my book That’s me @andreafryrear #martechconf