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AGILE MARKETING :
METHODOLOGIES
AND PATTERNS FOR
STRUCTURAL
INNOVATION
SYLVAIN LOUBRADOU
BET@LEADERSHIP ESCE CLASS 1 / 3
1
WHO AM I?
2
Twitter : @sylvainpam18 or @betaleadership
#ESCEAgileMarketing
WHAT DO WE AIM TO LEARN?
3
1- The basis : agile methods for
“How to do it”
2- The creative start : design
thinking for “Why we do it”
3- The innovative loop : Lean
Startup for “What we do”
Classes 1 and 2 : agile methods
Class 3 : explore
Class 4 : define, Business model
Class 5 : create and choose
Class 6 : prototype
OUR PEDAGOGICAL
PURPOSE
• Practice in team
• Apply Self
Organized
Learning
• Know what is
agile marketing
and what kind of
philosophy it is
• Use some tools
4
SPRINT 0
BUILD TEAMS (5 MIN)
1. Create teams of 5-8 people
2. Move desks and chairs
3. Build a board
4. Write the team mates names and choose a symbol for
each one
5. Choose a name for the team and write it
6. Build an auto evaluation sketch
5
YOUR WORK IN CLASS
= YOUR EVALUATION
• Collective note
• Self-evaluation in team
Criterias :
• Coordination meetings
• Flow in board
• Retrospective
• Creativity in presentations
• Task description
• Risk taking
• Participation of all members
• Customer centric
6
SPRINT 1
WHY AGILE MARKETING
7
IN EVERY MARKET, WE’RE
EXPERIMENTING A PARADIGM
CHANGE
8
MARKETS
AND
CLIENTS
INTERNAL
ORGANIZATION
PRODUCT
DEVELOPMENT
CYNEFIN DIAGRAM
http://en.wikipedia.org/wiki/Cynefin
IMPACT OF
DIGITALIZATION
9
STARTUP
HOCKEYSTICK
10
WHY AGILE
MARKETING
• To develop or adapt new
products and / or services
• In a complex world
• With a high degree of
disruption and velocity
• At low cost and scalable
You must use a:
• Value-centric
• Customer-centric
• Collaborative
• Cultural and
methodological approach
11
WHAT IS AGILE DESIGNED FOR?
12
SPRINT 2
WHAT IS AGILE?
13
SPRINT 2
TEAM WORK
Each team will choose 2 ítems to
learn :
• Kanban or Scrum
• User Story or Product Owner
or Scrum Master or
Planification or Retrospective
or Stand up Meeting or
Planning Poker or Demo
Each team will have 40 minutes to
look for information, synthetise
and prepare a SHORT
presentation of 3 minutes on the
chosen topics.
NO Power Point allowed
14
SPRINT 2
BEFORE STARTING
• Take post-its and pencils
• Think about the tasks you have to implement, write them
and place it on the board
• Define a team mate controlling time
• Try every 10 minutes to have a short coordination meeting
• Only 3 minutes means you must choose information (I’m
the teacher, I will add the possible missing information at
the end  no worries  )
• 5 minutes break when you want
15
SPRINT 3
TEAM PRESENTATIONS
Take pictures 
16
SPRINT 4
RETROSPECTIVE
Per team :
1- What has gone well
2- What did not work
3- What did we learn
4- What have we missed or
would expect for Next time ?
You learn  I learn
17
SPRINT 5
RECAP BY TEACHER
18
Main Information
• Kanban
• Scrum
• Daily Meeting
• User Stories
• Planification
• Planning Poker
• Demo
• Retrospective
• Product Owner
• Scrum Master
SPRINT 5
KANBAN
Main topics :
• Visualization over “pull” flow
• Each column = task status
• Common columns are : To do / Next / Doing / Parking / Done
• Transparency is the key factor success factor
• Individual productivity control collapses the system
• WIP (Work In Progress) must be limited  limits in columns
• Daily meeting imprescindible (15 minutes)
• It can be priorized every day
• Easy to learn
• Hamster effect after a 6 months period
19
SPRINT 5
SCRUM
20
Main Information
• Kanban
• Scrum
• Daily Meeting
• User Stories
• Planification
• Planning Poker
• Demo
• Retrospective
• Product Owner
• Scrum Master
SPRINT 5
SCRUM
21
Main topics
• Scrum is a 1 to 4 weeks loop
• The team should be cross functional
• Roles : Scrum Master / Product Owner
• During the sprint, priorities don’t change
• Powerful system after the 3 sprints learning curve
• Continuous improvement
• Continuous delivery
• Very useful for projects or new products or services
design
SPRINT 5
DAILY MEETING
22
Main topics
• Stand up meeting in front of the board
• Maximum 15 minutes
• Si possible every day, otherwise min 1 per week
• 3 questions :
• What have I done since last meeting
• What will I do until Next meeting
• What problem have I encountered
• Every team mate speaks about his/her achievements and moves
his/her post-its or tasks
• The Scrum Master vigilates that every one can speak
• Main issue : trying to solve the problem during the meeting will last
too much  just point out the first step with a task
• Have material available near the board
SPRINT 5
USER STORIES
23
Main topics
• The user stories help to express in a short and clear way the customer
needs
• Each user story contains a concrete result
• The shorter the stories are, the more agile can be the team work
• User stories elements:
• Title
• Description : As a (functionality user) I want (something) so that (why)
• It can contain requisits and assumptions, and expcted results
• It can contain the cost and / or the value
• INVEST rules for User Stories
• I : Independant, each user story can be delivered alone
• N : Negotiable, we can negociate the contents
• V : Valuable, creates value to the customer
• E : Estimable, it is posible to define a cost of implementation
• S : Scalable / Small, it is as small as posible, can not exceed a sprint
• T : Testable, we can define how to check if done
SPRINT 5
AGILE PLANNING MEETING
24
Main topics
• Purpose : select the user stories to implement until the end of
sprint
• Steps :
• Write and comment the user stories
• Add new user stories due to meetings with stakeholders or demos
• Define a goal for the sprint
• Define an effort or size for each story
• Prioritize the stories regarding to the team capacity
• Cut and set the sprint backlog
SPRINT 5
PLANNING POKER
25
Main topics
• Purpose:
• Help to define a shared value for the business value or effort of
each Project or user story, especially when stakeholders
disagree
• Ensure a great Exchange of information between team mates
• How it Works:
• For each story, explain the user story to the team
• Each team mate chooses a value from 0 (quite nothing to do)
to 100 (enormous amount of work)
• The highest and lowest values explain why
• Each one can change his/her card
• The user story receives the average as effort or business value
• The public depends on the information you want to define
SPRINT 5
PRODUCT OWNER
26
Main topics
• Writes user
stories
• Prioritizes user
stories in each
sprint
• Controls the end
results of user
stories
• Comunicates
with
stakeholders
SPRINT 5
SCRUM MASTER
27
SPRINT 5
DEMO OR SPRINT REVIEW
28
SPRINT 5
RETROSPECTIVE
29
• Some links for tools:
• http://plans-for-retrospectives.com/?id=3-78-74-29-45
• http://retrospectivewiki.org/index.php?title=Agile_Retrosp
ective_Resource_Wiki
• How it works:
• Visual format
• Ask what has worked well or bad, what can be
improved
• Discussion rules as « no reproaches » or « speak about
problems not guilt »
• Set a frequency
• Participants are the team + product owner + some
stakeholders
• Expression leads to action  choose and define new
improvements actions or rules for the team
SPRINT 5
RETROSPECTIVE
30
SPRINT 5
RETROSPECTIVE
31
NEXT CLASS
Complementary issues and topics on agile
methodologies
New sprint to practice in teams
Q/A over agile methodologies
Time to think on a problema you’d like to solve
32

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Betaleadership - ESCE Agile Marketing class 1 / 3

  • 1. AGILE MARKETING : METHODOLOGIES AND PATTERNS FOR STRUCTURAL INNOVATION SYLVAIN LOUBRADOU BET@LEADERSHIP ESCE CLASS 1 / 3 1
  • 2. WHO AM I? 2 Twitter : @sylvainpam18 or @betaleadership #ESCEAgileMarketing
  • 3. WHAT DO WE AIM TO LEARN? 3 1- The basis : agile methods for “How to do it” 2- The creative start : design thinking for “Why we do it” 3- The innovative loop : Lean Startup for “What we do” Classes 1 and 2 : agile methods Class 3 : explore Class 4 : define, Business model Class 5 : create and choose Class 6 : prototype
  • 4. OUR PEDAGOGICAL PURPOSE • Practice in team • Apply Self Organized Learning • Know what is agile marketing and what kind of philosophy it is • Use some tools 4
  • 5. SPRINT 0 BUILD TEAMS (5 MIN) 1. Create teams of 5-8 people 2. Move desks and chairs 3. Build a board 4. Write the team mates names and choose a symbol for each one 5. Choose a name for the team and write it 6. Build an auto evaluation sketch 5
  • 6. YOUR WORK IN CLASS = YOUR EVALUATION • Collective note • Self-evaluation in team Criterias : • Coordination meetings • Flow in board • Retrospective • Creativity in presentations • Task description • Risk taking • Participation of all members • Customer centric 6
  • 7. SPRINT 1 WHY AGILE MARKETING 7
  • 8. IN EVERY MARKET, WE’RE EXPERIMENTING A PARADIGM CHANGE 8 MARKETS AND CLIENTS INTERNAL ORGANIZATION PRODUCT DEVELOPMENT CYNEFIN DIAGRAM http://en.wikipedia.org/wiki/Cynefin
  • 11. WHY AGILE MARKETING • To develop or adapt new products and / or services • In a complex world • With a high degree of disruption and velocity • At low cost and scalable You must use a: • Value-centric • Customer-centric • Collaborative • Cultural and methodological approach 11
  • 12. WHAT IS AGILE DESIGNED FOR? 12
  • 13. SPRINT 2 WHAT IS AGILE? 13
  • 14. SPRINT 2 TEAM WORK Each team will choose 2 ítems to learn : • Kanban or Scrum • User Story or Product Owner or Scrum Master or Planification or Retrospective or Stand up Meeting or Planning Poker or Demo Each team will have 40 minutes to look for information, synthetise and prepare a SHORT presentation of 3 minutes on the chosen topics. NO Power Point allowed 14
  • 15. SPRINT 2 BEFORE STARTING • Take post-its and pencils • Think about the tasks you have to implement, write them and place it on the board • Define a team mate controlling time • Try every 10 minutes to have a short coordination meeting • Only 3 minutes means you must choose information (I’m the teacher, I will add the possible missing information at the end  no worries  ) • 5 minutes break when you want 15
  • 17. SPRINT 4 RETROSPECTIVE Per team : 1- What has gone well 2- What did not work 3- What did we learn 4- What have we missed or would expect for Next time ? You learn  I learn 17
  • 18. SPRINT 5 RECAP BY TEACHER 18 Main Information • Kanban • Scrum • Daily Meeting • User Stories • Planification • Planning Poker • Demo • Retrospective • Product Owner • Scrum Master
  • 19. SPRINT 5 KANBAN Main topics : • Visualization over “pull” flow • Each column = task status • Common columns are : To do / Next / Doing / Parking / Done • Transparency is the key factor success factor • Individual productivity control collapses the system • WIP (Work In Progress) must be limited  limits in columns • Daily meeting imprescindible (15 minutes) • It can be priorized every day • Easy to learn • Hamster effect after a 6 months period 19
  • 20. SPRINT 5 SCRUM 20 Main Information • Kanban • Scrum • Daily Meeting • User Stories • Planification • Planning Poker • Demo • Retrospective • Product Owner • Scrum Master
  • 21. SPRINT 5 SCRUM 21 Main topics • Scrum is a 1 to 4 weeks loop • The team should be cross functional • Roles : Scrum Master / Product Owner • During the sprint, priorities don’t change • Powerful system after the 3 sprints learning curve • Continuous improvement • Continuous delivery • Very useful for projects or new products or services design
  • 22. SPRINT 5 DAILY MEETING 22 Main topics • Stand up meeting in front of the board • Maximum 15 minutes • Si possible every day, otherwise min 1 per week • 3 questions : • What have I done since last meeting • What will I do until Next meeting • What problem have I encountered • Every team mate speaks about his/her achievements and moves his/her post-its or tasks • The Scrum Master vigilates that every one can speak • Main issue : trying to solve the problem during the meeting will last too much  just point out the first step with a task • Have material available near the board
  • 23. SPRINT 5 USER STORIES 23 Main topics • The user stories help to express in a short and clear way the customer needs • Each user story contains a concrete result • The shorter the stories are, the more agile can be the team work • User stories elements: • Title • Description : As a (functionality user) I want (something) so that (why) • It can contain requisits and assumptions, and expcted results • It can contain the cost and / or the value • INVEST rules for User Stories • I : Independant, each user story can be delivered alone • N : Negotiable, we can negociate the contents • V : Valuable, creates value to the customer • E : Estimable, it is posible to define a cost of implementation • S : Scalable / Small, it is as small as posible, can not exceed a sprint • T : Testable, we can define how to check if done
  • 24. SPRINT 5 AGILE PLANNING MEETING 24 Main topics • Purpose : select the user stories to implement until the end of sprint • Steps : • Write and comment the user stories • Add new user stories due to meetings with stakeholders or demos • Define a goal for the sprint • Define an effort or size for each story • Prioritize the stories regarding to the team capacity • Cut and set the sprint backlog
  • 25. SPRINT 5 PLANNING POKER 25 Main topics • Purpose: • Help to define a shared value for the business value or effort of each Project or user story, especially when stakeholders disagree • Ensure a great Exchange of information between team mates • How it Works: • For each story, explain the user story to the team • Each team mate chooses a value from 0 (quite nothing to do) to 100 (enormous amount of work) • The highest and lowest values explain why • Each one can change his/her card • The user story receives the average as effort or business value • The public depends on the information you want to define
  • 26. SPRINT 5 PRODUCT OWNER 26 Main topics • Writes user stories • Prioritizes user stories in each sprint • Controls the end results of user stories • Comunicates with stakeholders
  • 28. SPRINT 5 DEMO OR SPRINT REVIEW 28
  • 29. SPRINT 5 RETROSPECTIVE 29 • Some links for tools: • http://plans-for-retrospectives.com/?id=3-78-74-29-45 • http://retrospectivewiki.org/index.php?title=Agile_Retrosp ective_Resource_Wiki • How it works: • Visual format • Ask what has worked well or bad, what can be improved • Discussion rules as « no reproaches » or « speak about problems not guilt » • Set a frequency • Participants are the team + product owner + some stakeholders • Expression leads to action  choose and define new improvements actions or rules for the team
  • 32. NEXT CLASS Complementary issues and topics on agile methodologies New sprint to practice in teams Q/A over agile methodologies Time to think on a problema you’d like to solve 32