In this class we have learned and approached agile methods within marketing. In the next class we'll start with design thinking.

1. AGILE MARKETING :
METHODOLOGIES
AND PATTERNS FOR
STRUCTURAL
INNOVATION
SYLVAIN LOUBRADOU
BET@LEADERSHIP ESCE CLASS 1
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2. WHO AM I?
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Twitter : @sylvainpam18 or @betaleadership
#ESCEAgileMarketing

3. WHAT DO WE AIM TO LEARN?
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4. WHAT DO WE AIM TO LEARN?
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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
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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
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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
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8. SPRINT 1
WHY AGILE MARKETING
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9. IN EVERY MARKET, WE’RE
EXPERIMENTING A PARADIGM
CHANGE
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MARKETS
AND
CLIENTS
INTERNAL
ORGANIZATION
PRODUCT
DEVELOPMENT
CYNEFIN DIAGRAM
http://en.wikipedia.org/wiki/Cynefin

10. IMPACT OF
DIGITALIZATION
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11. RAPID DISRUPTIONS IN
MARKETS, ECO SYSTEMS AND
TOOLS
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12. STARTUP
HOCKEYSTICK
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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
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14. WHAT IS AGILE DESIGNED FOR?
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15. SPRINT 2
WHAT IS AGILE?
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16. SPRINT 2
TEAM WORK
Each team will choose 4 points to
learn :
• Kanban or Scrum (2 points)
• User Story or Product Owner or
Scrum Master or Planning Meeting
or Retrospective or Stand up
Meeting or Planning Poker or
Demo
• User Story Roadmap or Electronic
Boards or Scrumban or Scrum of
Scrum or Burndown Chart or Agile
Management or Change
Management
Each team will have 80 minutes to
look for information, synthetise and
prepare a SHORT presentation of 5
minutes on the chosen topics.
NO Power Point allowed
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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
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18. SPRINT 3
TEAM PRESENTATIONS
Take pictures 
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19. SPRINT 4
RECAP BY TEACHER
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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
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21. SPRINT 4
SCRUM
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Main Information
• Kanban
• Scrum
• Daily Meeting
• User Stories
• Planification
• Planning Poker
• Demo
• Retrospective
• Product Owner
• Scrum Master

22. SPRINT 4
SCRUM
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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
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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 6
SCRUM OF SCRUM
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Main Information
• Cultural way of scaling
agile
• Easy to start
• Easy to lose oversight
• Scalable boards with
different meeting
frequencies and stories
precision
• Not used in classical
companies (not enough
methodology)
• More possibility to learn

25. SPRINT 6
BURNDOWN CHART
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Main Information
• Degressive
• Visual and easy to
maintain
• Follows points and/or
user stories in status
Done
• Link:
http://guide.agileall
iance.org/guide/bur
ndown.html
• To implement at the
sprint planning and
refresh at daily stand
up

26. SPRINT 6
BURNUP CHART
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Main Information
• Progressive
• Visual and easy to maintain
• Follows points and/or user stories in
status Done in a Kanban
• Link:
http://www.featuredrivendevelop
ment.com/node/515
• To implement at the month beginning
and refresh at daily stand up
• Interesting to learn over team
capacity within a year

27. SPRINT 6
SCRUMBAN
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Main Information
• User Story Roadmap
• Electronic Boards
• Scrumban
• Scrum of Scrum
• Burndown Chart
• Agile Management
• Change Management

28. SPRINT 6
SCRUMBAN
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Main Information
• Mix between Scrum (sprint planning, capacity, sprint and
release) for some projects and Kanban (daily priorization,
new necesities not foreseen) for incidents, problems,
comercial activity
• Gains : a team can work on projects and also operational
issues without frustrating users ; allows measure the impact
of no planned tasks and petitions to involve the stakeholders
in the improvement ; iterative implementation ;-)
• Key factors : one single board, measure permanently the no
planned tasks and leave space for the scrum planning (to
avoid frustration for not reaching goals)

29. 29
Main Information
• Allows distant and distributed teams to work in an agile way
• Free tools :
• www.trello.com
• www.kanbanchi.com
• Other tools : Jira…
• You can : define columns, add members, set timelines, annex
documents, set colours for task types, assign people to work…
SPRINT 6
ELECTRONIC BOARDS

30. SPRINT 6
USER STORY MAPPING
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Main Information
• Purpose :
• Organize user stories and tasks to reach a visual overview
when number > 50
• Organize a separate loop with stakeholders to organize and
prioritize the product backlog (every 2 or 3 months)
• Organization :
• 2 axes to organize and order user stories
• Timeline, dependencies, priorities, subject, involved team, task
blocks

31. SPRINT 6
USER STORY MAPPING
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Examples

32. SPRINT 6
AGILE MANAGEMENT
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The « agile » manager looks like a scrum master with 2 more
habilities:
• Adding to the capacity of removing or solving obstacles and
difficulties of the team
• Build and communicate a vision and a destination for the project and
the team
• Manage and influence the capacity of the team to realize the project
Main missions of « agile » manager :
• Feed the team with data and KPIs to take collective decisions
• Improve input quality for the team
• Organize and dispose of free time for the team to realize
retrospectives and continuous improvement
• Allow direct contacts between team members and stakeholders
References: Servant Leader / Steve Denning

33. SPRINT 6
CHANGE MANAGEMENT
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Main Information
• 2 types of change : individual and collective
• On collective level, 8 steps of Kotter apply very well:
• Create a sens of urgency
• Build a team with active people
• Build a Project or change visión (B point)
• Communicate the visión (B point)
• Remove obstacles
• Create quickwins
• Set up continuous improvement on change
• Create routines and habits

34. SPRINT 6
CHANGE MANAGEMENT
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Main Information
• 2 types of change : individual and collective
• On collective level, 8 steps of Kotter apply very well:
• Create a sens of urgency
• Build a team with active people
• Build a Project or change visión (B point)
• Communicate the visión (B point)
• Remove obstacles
• Create quickwins
• Set up continuous improvement on change
• Create routines and habits

35. SPRINT 6
CHANGE MANAGEMENT
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Main Information
• On an individual level:
• Dan Pink tells us
about the intrinsic
motivation factors :
purpose, autonomy,
mastery
• William Bridges
explains us the
steps which each
individual will go
through at his/her
pace

36. 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
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37. 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
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