INSPIRE CHANGE ACT ON RESULTS MARKETING SCRUM 2 CASE STUDIES WHO NOW ACT FIRST APOLOGIZE LATER

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1 INSPIRE CHANGE ACT ON RESULTS MARKETING SCRUM 2 CASE STUDIES WHO NOW ACT FIRST APOLOGIZE LATER Jeroen Molenaar Agile 2014 Orlando - 29th June

2 2 Rev June 2013 CONTACT INFO Jeroen Molenaar!! Jobs! Consultant & Trainer at Xebia NL!! Major Clients! ABN Amro, AEGON, AH, ING, ANWB!! Contact! Utrechtseweg 49! 1213 TL Hilversum! The Netherlands! m

ABN Amro, AEGON, AH, ING, ANWB!! Contact! Utrechtseweg 49!

3 Rev CONTENTS! Motivation! Goals of the agile transitions! Status now! A day with a marketing scrum team! Long term planning! Results! Differences with IT! Lessons learned

4 MOTIVATION (ING) 4

5 Rev MOTIVATION AT ING

6 6 TRANSITION! GOALS AT ING

7 7 GOALS OF ING AGILE TRANSITION From product to customer-centric marketing! Less bureaucracy! Increased internal entrepreneurship! Better internal cooperation! Increased personal marketing! Faster time-to-market! Agile was never a goal and always the means.

Better internal cooperation! Increased personal marketing!

8 8 TRANSITION! GOALS AT ANWB

9 9 GOALS AT ANWB MARKETING samenwerking over de silo s! proposities over de silo s! time to market korter! van papier naar executie! behalen/overtreffen zelf gestelde targets! monitoren/bijsturen KPI s (fact based)! invloed op het resultaat vergroot!! meer ownership, minder escaleren! meer ondernemerschap en durf! werkplezier verhoogd! ambassadeurs van de verandering (EDM/Jongeren team)! successen delen!! voor leden zichtbaar/merkbaar

invloed op het resultaat vergroot!! meer ownership, minder escaleren! meer ondernemerschap en durf!

10 TRANSITION GOALS ANWB MARKETING samenwerking over de silo s! proposities over de silo s! time to market korter! van papier naar executie! behalen/overtreffen zelf gestelde targets! monitoren/bijsturen KPI s (fact based)! invloed op het resultaat vergroot!! meer ownership, minder escaleren! meer ondernemerschap en durf! werkplezier verhoogd! ambassadeurs van de verandering (EDM/Jongeren team)! successen delen!! voor leden zichtbaar/merkbaar cooperation monitoring and actin result driven ownership entrepreneurial 10

invloed op het resultaat vergroot!! meer ownership, minder escaleren! meer ondernemerschap en durf! werkplezier verhoogd!

11 STATUS 11

12 SILO S Marketing CI Internet Mail Kantoren Call Sales force Risk PM IIO Rev

13 STATUS 14 teams people, surroundings of totaal - EDM! - Jongeren - 15 people, surroundings ca. 50 ca. 60+ total Rev

14 A MARKETING SCRUM DAY 14

15 STAND UP 15

16 SCRUM BOARD JONGEREN TEAM 16

17 17 DEMO

18 18

19 RETROSPECTIVE Rev

20 Rev PLANNING

21 Rev USER STORIES As a mortgage team I want a new article for mortgage (elsewhere), so I can supply my customers with relevant information on our product.!! As a client I want to know which tools ING has to help me to build wealth for a house so that I make the right choice that suits me.

22 BACKLOG Rev

23 PORTFOLIO WALLS 23

24 PORTFOLIO WALL CARE FREE LIVING 24

25 PORTFOLIO WALL LENDING 25

26 RESULTS 26

27 COOPERATION Rev

28 COOPERATION Rev

29 RESULT DRIVEN PEOPLE Rev

30 TRANSPARANT PROCESS Rev november

31 FROM BIG CAMPAIGNS TO FAST ACTIONS Rev

32 FOCUS EN REST Rev

33 SURVEY Rev

34 PRODUCTIVITY 34

35 35 DIFFERENCES! IT AND MARKETING

36 TYPES OF PEOPLE Rev

37 MORE WOMEN Rev

38 VISUAL MANAGEMENT 38

39 VISUAL MANAGEMENT Rev

40 DEFINITION OF DONE Rev

41 TEAM COMPOSITION Rev

42 TEAM AUTONOMY 42

43 BROADER AND MORE DIVERSE WORK 43

44 ENTREPRENEURSHIP Rev

45 45 MOST IMPORTANT DIFFERENCES In IT we see increased entrepreneurship in solving a team s problems.! In Marketing we see there is increased initiative as well as cost and revenue awareness.

46 Rev COACHING Know the marketing language.! Teams need only some explanation and GO.! A healthy critical sceptic point of view.

47 Rev LESSONS LEARNED Part time vs Full time! High visibility of targets (also different)! Individual vs team targets! Managing the environment is very important! Marketing is more entrepreneurial by nature! Marketing transitions ask management to adapt! In a marketing transition we inherit marketing professionalization! Not every team is scrumable

48 Rev QUESTIONS

49 THANKS AND FEEL FREE TO CONTACT ME m Rev

Marketing scrum vs IT scrum two marketing case studies who now act first and apologize later

Marketing scrum vs IT scrum two marketing case studies who now act first and apologize later JEROEN MOLENAAR, XEBIA NETHERLANDS BV Read about Scrum being used in a Marketing department. Learn about differences.