2. Why Hire an Agile Coach?
Roger
Brown

3. Objectives – How to:
DESCRIBE AN
AGILE COACH
IDENTIFY COACH
COMPETENCIES
DISTINGUISH
GOOD COACHES
VALUE AN AGILE
COACH

4. Who here is an
Agile coach?

5. Who here
might…
hopes to…
wishes they could…
hire an Agile coach?

6. What is an Agile Coach?
A person with expert knowledge of one or more
areas within Agile Software Development
who understands the difference between
coaching and consulting,
has coaching competencies
and a coaching mindset
and applies these in service to
individual and organizational
improvement
to achieve greater success
through agility.
Source: me

7. You Mean Scrum Masters?
Yes,and…

8. Isn’t “Coach” Just a Fancy Name for a Consultant?
Acme Consulting
Agile Transition Plan for New Co.
- Buy tool AcmePlan ™
- Rename PMO to Agile Office
- Create Teams using HugeAgile™
Scaling Framework
- Embed 4 of our coaches
- 1 Day training for PMs and Tech
Leads
- 1 page Executive Training Manual
- I’ll be back next month
Acme Coaching
Agile Transition Plan for New Co.
- Why are you doing this?
- How will we measure progress?
- How do you do things now?
- What is your company culture?
- Who are the decision makers,
leaders, Agile
proponents/detractors?
- What have you done so far?
- When shall I check back?
Tell Ask

9. What does an Agile Coach Provide?
Reinforced Learning
Training is a Transaction Coaching is a Relationship

10. What does an Agile Coach Provide?
Deep Knowledge of Agile
Lean Startup

11. What does an Agile Coach Provide?
Broad Experience

12. What does an Agile Coach Provide?
Impartial Perspective

13. What does an Agile Coach Provide?
Systems View

14. What does an Agile Coach Provide?
Access to Resources

15. What does an Agile Coach Provide?
Coaching Competencies
?

16. Source: Scrum Alliance® Certified Team Coach® and Enterprise Coach ® Programs
Core Agile Coaching Competencies
1. Assess - Discovery & Direction
2. Balance - Coaching & Consulting
3. Catalyze - Leadership & Organizations
4. Facilitate - Focus & Alignment
5. Educate - Awareness & Understanding

17. The Coaching Mindset
• Service
• Awareness
• Relationship
• Client Growth
• Personal Growth
• Holistic/Systems View
• Confidence with Humility

18. Where Do I Find One?
❖ Coaches Clinics
❖ Agile Consultancies
❖ Conference Speakers
❖ Agile Authors
❖ Meet-Ups

19. But Be Careful With…
x LinkedIn
x Recruiters
x Body Shops
x Big Consultancies

20. ➢ Certifications
➢ Collaborators
➢ References
➢ Case Studies
How Do I Know One When I See One?
AGILE FLUENCY PROJECT

21. Why Haven’t You Hired an
Agile Coach?
We’ll read a
book and do
it ourselves.
We got CSM
Training. Why
would we
need anything
else?
They cost
too much!I’ll be
the
coach.
$$$$$$$$$

22. Likely Trajectories
Graph © 2013 Trail Ridge Consulting LLC
Read the Book
Hired Coaches
then
Created Coaches
Got CSM Classes

23. Why is Agile So Hard?

24. But Coaching is So Expensive!
Enterprise Coach
Contract Time: 3 Months
Teams Impacted: 10
Onsite Days: 10
Remote Days: 3
Onsite Rate: $4,000/day
Remote Days: $2000/day
Travel Expense, 5 trips: $5,000
-----------------------------------------
Total Cost: $51,000
Team Coach
Contract Time: 3 Months
Teams Helped: 5
Onsite Days: 3/week
Onsite Rate: $2,000/day
Travel Expense, 5 trips: $5,000
------------------------------------------
Total Cost: $72,000

25. How Much Does a Sprint Cost?
Skill People Labor Cost Per 2 week
QA 2 $10,000/person
SW Dev 5 $12,000/person
ScrumMaster 1 $14,000/person
Product Owner 1 $20,000/person
Total: $114,000

26. How Much is A Sprint Worth?
Cost of Sprint = $114,000
Average Net Profit of US Software Companies = 15%
Baseline Sprint Value = $17,100

27. What is the Payback for the
Enterprise Coach?
Sprint Cost $114,000 * 10 teams = $1,140,000
Sprint Profit $17,100 * 10 teams = $171,000
Coach Cost: $51,000
If Gain in Value
Throughput Is
The Profit Gain Is Coach Investment
Pays off in Sprint
10% $17,100 3
50% $85,500 1
100% $171,000 1

28. What is the Payback for the
Team Coach?
Sprint Cost $114,000 * 5 teams = $570,000
Sprint Profit $17,100 * 5 teams = $85,500
Coach Cost: $72,000
If Gain in Value
Throughput Is
The Profit Gain Is Coach Investment
Pays off in Sprint
10% $8,550 8
50% $42,750 2
100% $85,500 1

29. 4
3
2
1
0
0 10% 50% 100%
3.8
1.9
.38
Payback
($M)
% Gain in Value Throughput
Cumulative Gain in 1 Year (Enterprise Coach )

30. In Conclusion
• You will reach Agility sooner
• The pathway will be smoother
• Your Agility will be more sustainable
• An Agile Coach is a bargain
Why Hire an Agile Coach?

31. NOW who might
hire an Agile coach?

32. Thank you!
roger.brown@agilecrossing.com
www.agilecrossing.com
www.agilecoachjournal.com
www.linkedin.com/in/rogerwbrown
I want to be
an
Agile Coach
when I grow
up!
© 2019 Roger W. Brown