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AGILE MARKETING :
METHODOLOGIES
AND PATTERNS FOR
STRUCTURAL
INNOVATION
SYLVAIN LOUBRADOU
BET@LEADERSHIP ESCE CLASS 1
1
WHO AM I?
2
Twitter : @sylvainpam18 or @betaleadership
#ESCEAgileMarketing
WHAT DO WE AIM TO LEARN?
3
WHAT DO WE AIM TO LEARN?
4
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
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 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
7
SPRINT 1
WHY AGILE MARKETING
8
IN EVERY MARKET, WE’RE
EXPERIMENTING A PARADIGM
CHANGE
9
MARKETS
AND
CLIENTS
INTERNAL
ORGANIZATION
PRODUCT
DEVELOPMENT
CYNEFIN DIAGRAM
http://en.wikipedia.org/wiki/Cynefin
IMPACT OF
DIGITALIZATION
10
RAPID DISRUPTIONS IN
MARKETS, ECO SYSTEMS AND
TOOLS
11
STARTUP
HOCKEYSTICK
12
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
13
WHAT IS AGILE DESIGNED FOR?
14
SPRINT 2
WHAT IS AGILE?
15
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 45 minutes to
look for information, synthetise
and prepare a SHORT
presentation of 3 minutes on the
chosen topics.
NO Power Point allowed
16
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
17
SPRINT 3
TEAM PRESENTATIONS
Take pictures 
18
SPRINT 4
RECAP BY TEACHER
19
Main Information
• Kanban
• Scrum
• Daily Meeting
• User Stories
• Planification
• Planning Poker
• Demo
• Retrospective
• Product Owner
• Scrum Master
SPRINT 4
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
20
SPRINT 4
SCRUM
21
Main Information
• Kanban
• Scrum
• Daily Meeting
• User Stories
• Planification
• Planning Poker
• Demo
• Retrospective
• Product Owner
• Scrum Master
SPRINT 4
SCRUM
22
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 4
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
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
24
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
25

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Betaleadership - ESCE Agile Marketing Class 1

  • 1. AGILE MARKETING : METHODOLOGIES AND PATTERNS FOR STRUCTURAL INNOVATION SYLVAIN LOUBRADOU BET@LEADERSHIP ESCE CLASS 1 1
  • 2. WHO AM I? 2 Twitter : @sylvainpam18 or @betaleadership #ESCEAgileMarketing
  • 3. WHAT DO WE AIM TO LEARN? 3
  • 4. WHAT DO WE AIM TO LEARN? 4 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
  • 5. 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 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 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 7
  • 8. SPRINT 1 WHY AGILE MARKETING 8
  • 9. IN EVERY MARKET, WE’RE EXPERIMENTING A PARADIGM CHANGE 9 MARKETS AND CLIENTS INTERNAL ORGANIZATION PRODUCT DEVELOPMENT CYNEFIN DIAGRAM http://en.wikipedia.org/wiki/Cynefin
  • 11. RAPID DISRUPTIONS IN MARKETS, ECO SYSTEMS AND TOOLS 11
  • 13. 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 13
  • 14. WHAT IS AGILE DESIGNED FOR? 14
  • 15. SPRINT 2 WHAT IS AGILE? 15
  • 16. 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 45 minutes to look for information, synthetise and prepare a SHORT presentation of 3 minutes on the chosen topics. NO Power Point allowed 16
  • 17. 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 17
  • 19. SPRINT 4 RECAP BY TEACHER 19 Main Information • Kanban • Scrum • Daily Meeting • User Stories • Planification • Planning Poker • Demo • Retrospective • Product Owner • Scrum Master
  • 20. SPRINT 4 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 20
  • 21. SPRINT 4 SCRUM 21 Main Information • Kanban • Scrum • Daily Meeting • User Stories • Planification • Planning Poker • Demo • Retrospective • Product Owner • Scrum Master
  • 22. SPRINT 4 SCRUM 22 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
  • 23. SPRINT 4 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 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 24
  • 25. 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 25