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Going with the FlowAdapting Scrum for Agile Marketing
ANDREAFRYREARPresident & Lead Trainer
Source: VersionOne 2018 State of Agile Report
Agile Software Frameworks
Scrum/XP 6%
Scrumban 8%
Scrum 55%
Hybrid 14%
Other 12%
Kanban 5%
@TwitterHandle • #CMWorld
Scrum
Source: AgileSherpas 2018 State of Agile Marketing Report
Agile Marketing FrameworksOther 2%
Scrumban 11%
Lean 13%
Kanban 13%
Scrum 18%
Hybrid 44%
Why Not More Agile?
Source: AgileSherpas 2018 State of Agile Marketing Report
Don’t Know 17%
Already agile 2%
No time to try 6%
Don’t have right tools 5%
No Exec Support 5%
Lack of training 38%
Process Working 26%
ScrumKanban
Scru
mba
n
Scru
mba
n
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
Scrumban FTW
Source: The Scrumban [R]Evolution
Agile Marketing Issue #1: Bottlenecks
Project due in 2 days!!! Must finish now!!!
printer needs final files by eod!!!
Additional cards not pictured.
Seriously.
Scrumban Adaptations
Visualize Workflow
Why Not More Agile?
Source: AgileSherpas 2018 State of Agile Marketing Report
Don’t Know 17%
Already agile 2%
No time to try 6%
Don’t have right tools 5%
No Exec Support 5%
Lack of training 38%
Process Working 26%
1 Team.7 Backlogs.
Workflow Visualization
Kanban boardBacklog Ready In Progress Review Accepted
Explicit Policies
Backlog Creation Editing Done Ready PEN
WIP Limits
To do Doing1
DoneWIP Limit Too Low
ZzzzzzzzPeople
often idle
Slow flow (end-to-end)
Adapted from Henrik Kniberg
To do Doing1
DoneWIP Limit Too Low
ZzzzzzzzPeople
often idle
Slow flow (end-to-end)
To do Doing5
DoneWIP Limit Too High
Slow flow
Tasks often idleLack of wall
space...
People never idle
Adapted from Henrik Kniberg
To do Doing2
Done
WIP Limit Just Right
People sometimes idle (slack)
Tasks rarely idle
Fast flow
Adapted from Henrik Kniberg
5 projects = 75% time wasted
Working Time Available Per ProjectLoss to Context Switching
Number of Simultaneous Projects
Per
cent
Wait, there’s more!
Agile Marketing Issue #2: Right Work???
● Writing● Graphic design● Manage digital
relationships (social media, influencers)
● UX across channels & pieces of content/tools
● PR and internal comms
● Report on all campaigns AND ongoing activities
● Budgets● Operations● Data analysis &
visualization● Split tests● HTML/CSS
Source: SalesForce
Scrumban Adaptations
Work Item Types
Work Item Types
Expedite Fixed Delivery Date
Standard Intangible
Work Item Types
Visualize Workflow
Planned
Recurring
Emergency
Agile Marketing Issue #3: All the Handoffs
Planning
Writing
Design
Reviews
Edits
Distribution
Scrumban Adaptations
Timebox + Limit WIP
Why Not More Agile?
Source: AgileSherpas 2018 State of Agile Marketing Report
Don’t Know 17%
Already agile 2%
No time to try 6%
Don’t have right tools 5%
No Exec Support 5%
Lack of training 38%
Process Working 26%
Benefits of Timeboxing
“Since the Kanban system takes time to implement, its assumption is that the environment is relatively stable -- that the processes and the products do not change significantly for a considerable length of time.”
- Eli Goldratt “Standing on the Shoulders of Giants”
Time to 50 million users
38 years
Time to 50 million users
38 years 13 years
Time to 50 million users
38 years 13 years 1.5 years
Benefits of Timeboxing
“Using time as the base is not only more intuitive and, therefore, more easily accepted by the shop floor, it has an advantage that makes it suitable for unstable environments -- it is much less sensitive to disruptions in flow.”
- Eli Goldratt “Standing on the Shoulders of Giants”
Pilot Teams
Content Graphics Web Dev
Team 1 Team 2 Team 3
Team 1 Team 2 Team 3
Content Graphics Web Dev
Team 1 Team 2 Team 3
Content Graphics Web Dev
Team 1 Team 2 Team 3
Content Graphics Web Dev
Cameron von Orman
SVP Product & Solutions Marketing
CA Technologies
“big differences between small, co-located app development teams...and a large, spread out marketing staff conditioned to long duration initiatives.”
Step 1
Step 1 Step 2
Co-located teams
Ch-ch-ch-changesWidely distributed teams
Co-located teams
Ch-ch-ch-changesWidely distributed teams
Agile neophytesAgile experienced marketers
Co-located teams
Ch-ch-ch-changesWidely distributed teams
Agile neophytes
On-Prem products
Agile experienced marketers
SaaS
Co-located teams
Ch-ch-ch-changes
Portfolio of products covering full life cycle
Widely distributed teams
Agile neophytes
On-Prem products
Agile experienced marketers
SaaS
Single product
1 2
Engagement
6pts 11ptsProud to work
for CA
31ptsRecommend
CA
11ptsInvolved in decisions
affecting work
20ptsValued as an
employee
20% improvement in pipeline
(w/flat budgets)
Campaign delivery from 2 months to 2
weeks
3x win rate for marketing sourced
opportunities
75
PersistentCross-functionalCampaign teams
More business
units
Continuously Improve
@TwitterHandle • #CMWorld
Scru
mba
n
KanbanTOC
Systems Thinking
Scrum
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