Presented at Agile Coaching Exchange, San Diego 5/10/16.

1. The Business of
Agile Coaching
Agile Coaching Exchange
5/10/16
Roger W. Brown
Scrum Alliance ™ Certified Enterprise Coach
$

3. What is an Agile Coach?
A person with expert knowledge of one or more areas
related to Agile Software Development
who understands the difference between
coaching and consulting
and has coaching competencies
and a coaching mindset
applied in service to personal and
organizational improvement
towards greater success through
agility.
Source: I made this up!

4. What is Coaching?
Coaching is a relationship in which one person is primarily
dedicated to serving the long term development of effectiveness
and self-generation in the other.
- Doug Silsbee
Service
Learn
Change
Grow

5. What Is Agile Coaching?
Agile Coaching is an engagement with an organization during which you
are performing one or more of the following activities:
– Applying Agile practices in an organization to help it reach its stated
objectives
– Assessing team(s) and organization(s) for effectiveness in applying
Agile principles and practices
– Mentoring others in Agile principles and practices
– Advising and consulting with organizations and leadership on Agile
practices
– Facilitating team(s) and groups to achieve higher quality collaboration
and enable greater results
– Developing team, leadership and organizational agility through guided
self-discovery and growth
– Challenging the organizational and leadership status quo and enabling
an agile culture
Source: Adapted from the Scrum Alliance™
Certified Enterprise Coach Program

6. Agile Coaching Business Models
• Full-time Internal Agile Coach
• Internal Agile Coach with another role
• Agile Coach in an Agile Coaching Company
• Agile Coach in an IT consulting company
• Independent Agile Coach
Each has it’s own opportunities and challenges

7. Organization
Multi-Teams
Departments
Team
Self
Community
Profession
Scope of
Service

8. Organization
Multi-Teams
Departments
Team
Self
Community
Profession
Specialty
Areas
Product Ownership
Portfolio
Agile Beyond ITLean Startup
XPDevTools
Structure
Scaling
R&D
Culture
Learning
DevOps
Lean UX
Distributed Agile
Agile TransformationLeadership
Team Dynamics
Lean
Mentoring
Presentation
Training
OrganizingMatch-making

9. Income
Source: https://www.glassdoor.com/Salaries/agile-coach-salary-SRCH_KO0,11.htm

10. Small Survey Data 2014
In which range is your current
financial compensation including
salary and bonuses?
Less than $50,000 7.4%
$50,000 to $100,000 3.7%
$100,000 to $150,000 33.3%
$150,000 to $200,000 22.2%
$200,000 to $250,000 11.1%
$250,000 to $300,000 14.8%
Greater than $300,000 7.4%
https://docs.google.com/forms/d/1vKYhB5OOtgux-yAawxqNMLyUqUjefGLm1sLSEiQcbhE/viewanalytics
What is your current work situation as
an Agile Coach?
Agile Coach by job title in
an organization
14.8%
Provide Agile Coaching as
part of another job title in
an organization
29.6%
Agile Coach in a company
that specializes in Agile
Coaching
14.8%
Agile Coach in a broad-
range consulting company
7.4%
Independent Agile Coach 29.6%

11. Self-Employment
Money Time
Travel
Bookkeeping
Marketing
Sales
Networking
Education
Billable Hours
Taxes
Expenses
Benefits
Income

12. Finding Work
• Network: LinkedIn, Meetups, Camps, Workshops,
Conferences, Peer-Coaching
• Prior Clients: in New Companies
• Contribute: Social Media, Public Speaking, Event
Organization
• Partnering: Co-Training, Sharing Agreements
• Advertise Your Company: Adword$
• Recruiters: Less overhead, more travel

13. Tricks of the Trade
Self-Employed
– Insurance: Liability and E&O
– Sharing Agreements
– Open-ended Contracts/SOWs/Coaching Plans
– Standardized Products
– Consistent Pricing
– Client Pre-Research
Self-Employed or Employee
– Co-Coach/Co-Train
– Certs Can’t Hurt
– Code of Ethics
– Don’t say “Yes!” to everything (WIP Limits)

14. When do you say …?
No
Not Now
No More

15. Professional
Coaching
Certifications
A Few of the Many Accredited Schools
– Results Coaching Systems (neuroscience)
– CoachVille (online, game-based)
– Presence-Based Coaching (mindfulness)
– Coaches Training Institute (Co-Active Coaching )
– Organizational and Relationship Systems (* Teams)
– Erikson International

16. Agile-Specific Certifications
International Consortium for Agile
• Certified Professional in Agile Coaching
(mindset)
• Certified Professional in Agile Team Facilitation
(facilitation)
• Certified Expert in Agile Coaching
• Enterprise Agile Coaching Track
Scrum Alliance
• Certified ScrumMaster
• Certified Scrum Professional
• Certified Team Coach
• Certified Enterprise Coach

17. The Business of Agile Coaching
© 2016 Roger W. Brown
roger.brown@agilecrossing.com
www.agilecrossing.com
www.agilecoachjournal.com
I want to be
an Agile
Coach when I
grow up!