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Agile Day Napoli

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A Lean&Agile Experiment in Business and Marketing team

Published in: Marketing
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Agile Day Napoli

  1. 1. 1 AGILE nel mondo Business Operation e Marketing: si può fare? Daniela Cecchinel l i A u l a B o b b i o
  2. 2. 2 Agenda 1. Team Story 2. Process Used 3. Success & Failure 4. Q&A
  3. 3. 3 Background 1 Experiment • We used Lean Change Management • We did an experiment in order to try a MiniVOrg • Eliminate SILOS and reduce time from Concept to Cash in order to faster realization of business value efficiently, sustainably, predictably and with high quality 1 Value Team = 2 Tracks • We created a single “Value” team • Inside the team we created 2 different Tracks  Discovery Team Business Operation, Marketing and SEO/SEM  Delivery Team Development team
  4. 4. 4 Discovery team Characteristics • Team of 7 members that came from Marketing, Business Operation Department, SEM/SEO on Social • Team worked for 2 specific Markets, responsible for Strategic and Tactical actions • Kanban team with PO + Agile Master • Team used Agile Empirical Process • Team used some practices: – Daily – Retrospective – Grooming
  5. 5. 5 Each ITEM was prioritised by the PO If required, ITEM could GO/FLOW on the Delivery Track Board, and when all necessary DEV tasks were completed, the ITEM went in “Delivery/Done” column “External” was used for all the activities that required support or approvals from others (internal or external departments) “Validation” was used for collects and checks the market results The board was splitted in “EXPEDITE”, “FIXED DATE” and “STANDARD” First Value Flow Ideas Identification Backlog Analysis Actions Ready for Delivery (4) Delivery External Validation Done Not Ready Ready Doing Done Doing Completed Doing Done
  6. 6. 6 First Value Flow Ideas Identification Backlog Analysis Actions Ready for Delivery (4) Delivery External Validation Done Not Ready Ready Doing Done Doing Completed Doing Done ISSUES: Activities done by team member not releated to Business Goal Business Result Analysis not performed properly
  7. 7. 7  The Discovery track organized regular Planning meeting in order to set Business goals for the next Iterations. For each Business goal, the team identified some Options and for each Options, Possible Action to do. The PO is responsible to select and prioritize the Actions for the next Iteration.  The Discovery track organized regular Review meeting at the end of each iteration, in order to check/discuss and analyse business results. Business Planning + Business Review Goal Options Possible Actions G1 O1 G2 G3 O1 O2 O1 O2 O3 O4 O3O2
  8. 8. 8 • Each action can be expressed in Value story in order to have a clear description of the associated Business Goal and Option. • The structure of a Value Story is the following: "In order to GOAL we will OPTION by POSSIBLE ACTION" Value Story
  9. 9. 9 New Discovery Flow Value Story Next Value Story Now Task To Do Task Doing External Task Done Ready for Delivery Dev Doing UAT Validation Review Done COLUMNS DESCRIPTION Value Story Later We put here all the Options/Actions already identitied but not considered for now Value Story Next We put here all the Options/Actions already identitied but to be considered for the next Iteration Value Story Now The actions identifiedand committed by the team in order to reach the business goals Task To DO All the Task to be done in oder to complete the Value Story Task Doing All the activities we are working on External When the activity has been moved to someone external to the Value Team Task Done All the Activities already completed Ready for Delivery When the task is ready to be moved to Deliveryboard Delivery Doing When Deliveryteam starts working on the activity UAT When the activity is in DONE/UAT Done on the Delivery board Validation When we need to validate/test the activity before consideringit Done Review We put here all the Value Stories already completed and that already produce outcomes Done The activity has been successfullycarried out
  10. 10. 10 Success & Failure ++ System overview ++ Collaboration ++ Trust ++ Knowledge Sharing Biz&Tech ++ Common, Clear and Shared Goals ++ Effectivness & Efficency ++ Review Discovery + Delivery -- Slowness perception on Discovery side -- Some leavers due to new approach -- PO feeling -- Self-Organization not easy -- Too many tools -- More focus on methodology than Core business activity -- «Mazzarelle»
  11. 11. 11
  12. 12. 12 Thank you! @dcecchinelli

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