INSPIRE CHANGE ACT ON RESULTS MARKETING SCRUM 2 CASE STUDIES WHO NOW ACT FIRST APOLOGIZE LATER Jeroen Molenaar Agile 2014 Orlando - 29th June 2014 1
2 Rev. 2013 02 16 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! jmolenaar@xebia.com! m +31 6 41 85 64 34! @mc_raze
Rev. 2013 02 3 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
MOTIVATION (ING) 4
Rev. 2013 02 5 MOTIVATION AT ING
6 TRANSITION! GOALS AT ING
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.
8 TRANSITION! GOALS AT ANWB
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
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
STATUS 11
SILO S Marketing CI Internet Mail Kantoren Call Sales force Risk PM IIO Rev. 2013 02 12
STATUS 14 teams - 150 people, surroundings of 150 300+ totaal - EDM! - Jongeren - 15 people, surroundings ca. 50 ca. 60+ total Rev. 2013 02 13
A MARKETING SCRUM DAY 14
STAND UP 15
SCRUM BOARD JONGEREN TEAM 16
17 DEMO
18
RETROSPECTIVE Rev. 2013 02 19
Rev. 2013 02 20 PLANNING
Rev. 2013 02 21 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.
BACKLOG Rev. 2013 02 22
PORTFOLIO WALLS 23
PORTFOLIO WALL CARE FREE LIVING 24
PORTFOLIO WALL LENDING 25
RESULTS 26
COOPERATION Rev. 2013 02 27
COOPERATION Rev. 2013 02 28
RESULT DRIVEN PEOPLE Rev. 2013 02 29
TRANSPARANT PROCESS Rev. 2013 02 19 november 2013 30
FROM BIG CAMPAIGNS TO FAST ACTIONS Rev. 2013 02 31
FOCUS EN REST Rev. 2013 02 32
SURVEY Rev. 2013 02 33
PRODUCTIVITY 34
35 DIFFERENCES! IT AND MARKETING
TYPES OF PEOPLE Rev. 2013 02 36
MORE WOMEN Rev. 2013 02 37
VISUAL MANAGEMENT 38
VISUAL MANAGEMENT Rev. 2013 02 39
DEFINITION OF DONE Rev. 2013 02 40
TEAM COMPOSITION Rev. 2013 02 41
TEAM AUTONOMY 42
BROADER AND MORE DIVERSE WORK 43
ENTREPRENEURSHIP Rev. 2013 02 44
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.
Rev. 2013 02 46 COACHING Know the marketing language.! Teams need only some explanation and GO.! A healthy critical sceptic point of view.
Rev. 2013 02 47 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
Rev. 2013 02 48 QUESTIONS
THANKS AND FEEL FREE TO CONTACT ME jmolenaar@xebia.com m +31 6 41 85 64 34 http://nl.linkedin.com/in/jmolenaar/ @mc_raze Rev. 2013 02 49