Why combining methodologies may be the Agile marketing magic bullet. These slides from MarTech San Francisco 2017 include a walkthrough of a 4-part Scrumban Kickstart event, along with stats about Agile marketing methodologies and their uses.
3. @andreafryrear #martechconf
“I suppose it is tempting, if the only tool you have is
a hammer, to treat everything as if it were a nail.”
- Abraham Maslow
10. Lean
Eliminate non value-added work or
steps; optimize the “system” for work;
deliver as fast as possible
@andreafryrear #martechconf
11. Kanban
Team members pull work from a backlog;
limit Work-in-Progress (WIP); continuous
releases; visualize the workflow
@andreafryrear #martechconf
12. Scrumban
Team members pull work from a
backlog; daily Scrum meetings if
needed; visualize the workflow; limits on
WIP; less emphasis on defined sprints
(can include continuous releases)
@andreafryrear #martechconf
13. Scrum
Regular, defined sprints; work is
planned in advance; daily scrum
meetings (or “standups”);
retrospectives for improvement; no
new work added during sprints
@andreafryrear #martechconf
14. 11% Already use agile; no
challenges
43% I/my team doesn’t know what
Agile is or how it works
29% We don’t have an internal
expert to train/implement
11% Getting buy-in from my team
17% Getting buy-in from
leadership
18% Lack of the right tools
19% Getting over the learning
curve
15% We prefer to execute against
a long-term plan
What barriers or
challenges do
you encounter
within your
department?
Source: Workfront Agile Marketing Report 2016
@andreafryrear #martechconf
17. @andreafryrear #martechconf
A Menu, Not a Formula
Team-centric planning and execution
Regular delivery, planning, retro
cadences*
Scrum
* maybe
Expose inter- and intra-team problems
Protect team from external interruptions
18. @andreafryrear #martechconf
A Menu, Not a Formula
Workflow visualization(s)
Kanban
WIP limits for each state of work
No sprint cadences; pull-based system*
Work item types, not estimation*
* maybe
19. @andreafryrear #martechconf
Scrumban
Pragmatic choices based on systemic
understandings
Meet the organization’s needs; don’t
stress about practices
Integrate other models and frameworks
Tools for solving problems unearthed by Scrum
A Menu, Not a Formula
21. Our Scrumban Pilot Team
Content
Marketing
Manager
Social Media
Specialist
Content
Creator
Digital
Marketing
Specialist
@andreafryrear #martechconf
22. Choosing a Pilot Program
W
eak
Large
C
ritical
Unim
portant
Strong
Small
Duration
Short Long
Project
Size
Business
Sponsorship
Im
portance
Pick this
project
@andreafryrear #martechconf
Adapted from The Scrumban [R]evolution
28. Work Type Categories
● Have the most value for customers or partners
● Are demanded the most and least (in terms of quantity)
● Are usually more urgent than others
● Are best aligned with the team’s purpose (do more of this)
● Are least aligned with the team’s purpose (do less of this)
@andreafryrear #martechconf
31. 3. Preliminary WIP Limits
@andreafryrear #martechconf
Backlog Defined In Progress Done Accepted
Importance
Work type 1
Work type 2
Work type 3
Work type 4
Work type 5
Limit = 12 Limit = 4 Limit = 5 Limit n/a Limit n/a
32. @andreafryrear #martechconf
To do Doing
1
Done
WIP Limit Too Low
Zzzzzzzz
People
often idle
Slow flow
(end-to-end)
Adapted from Henrik Kniberg
33. @andreafryrear #martechconf
To do Doing
1
Done
WIP Limit Too Low
Zzzzzzzz
People
often idle
Slow flow
(end-to-end)
To do Doing
5
Done
WIP Limit Too High
Slow
flow
Tasks often
idleLack of wall
space...
People
never idle
Adapted from Henrik Kniberg
34. @andreafryrear #martechconf
To do Doing
1
Done
WIP Limit Too Low
Zzzzzzzz
People
often idle
Slow flow
(end-to-end)
To do Doing
2
Done
To do Doing
5
Done
WIP Limit Just Right
WIP Limit Too High
People
sometimes
idle (slack)
Tasks rarely
idle
Fast flow
Slow
flow
Tasks often
idleLack of wall
space...
People
never idle
Adapted from Henrik Kniberg