Webinar: Atlassian | Agile Sherpas | M&T - The Rise of Agile Marketing

The Rise of Agile Marketing How to move from theory to practice

Andrea Fryrear, President & Co-Founder @ AgileSherpas | Zach Meixner, Sr. Program Manager @ M&T Bank | Kelly Drozd, Product Marketing @ Atlassian

MARKETING HAS CHANGED

BUT NOT THE WAY WE MANAGE IT

AGILE MARKETING ADOPTION: +10%

COVID’S IMPACT ON AGILE PLANS

38%

of marketers accelerated their Agile adoption plans due to the pandemic

AGILITY > UNCERTAINTY

84%

of Agile marketers say agility was important in getting them through the craziness of 2020

MARKETING AGILITY IS HYBRID

53%

of Agile marketers report that hybrid frameworks are their preferred flavor of agility

AGILE PRACTICES MARKETERS

58% Sprint planning

44% Digital board

57% Daily standup

45% Sprint review

42% User stories/epics

41% Retrospectives

BARRIERS TO GREATER AGILITY

WHAT HELPS MARKETERS GO AGILE?

CHALLENGES AGILE MARKETERS FACE ❖ ❖

❖

❖ ❖

44% Unplanned work 36% People reverting to old ways 31% Interacting with non-Agile teams 28% Plans changing too often 27% Difficulties estimating capacity

ACHIEVING MARKETING AGILITY ● Agile is not your why. Make Agile the solution, not the goal. ● Invest in education, in all its forms. ● Try a 90-Day pilot to build consensus and deliver value. ● Plan for making tools and technology an integral part of your transformation roadmap. ● Hybridize and customize...as long as you know what you’re doing. ● Make plans for dealing with unplanned work. It’s not going away.

Theory to practice M&T Bank

The impact

TEAM MEMBERS WERE NOT EFFICIENT AND THERE WAS NO PROOF THE HIGHEST VALUE WORK WAS GETTING DONE

AGILE PRACTICES MARKETERS

58% Sprint planning

57% Daily standup

45% Sprint review

Ceremonies!

44% Digital board

42% User stories/epics

41% Retrospectives

Teams are built around the work they are scoped to complete

Teams are staffed for 80% of backlogs, CoE’s complete the other 20%

Centers of Excellence fill in the gaps

How teams are working now

Team 2 Team 3 Team 1

Team 4 Team 6

Team 5

How we got started

STAGE I: GATHERING SUPPLIES

Custom consulting helps you prepare for your Agile transformation. We identify key metrics, prepare your first pilot teams, and draft a rollout plan.

STAGE II: INITIAL CLIMB

Conduct pilots with 1-3 teams and form a trial strategy team.

Establish good prioritization habits for leaders and execution tactics for teams.

STAGE IV: AGILE ASCENSION

STAGE III: BUILDING BASE CAMP

Create reference models based on pilot outcomes.

Solidify team structure for the full Ascension. Complete education for teams and leaders.

Once the path is clear, complete department-wide transformation. Train internal champions to embed agility.

Compare pre-/post-Agile performance.

V O C

9 1 ID

Learning the Fundamentals

Ceremonies Roles Practices Mindset

Education for Speciality Roles

Leadership Scrum Master Product Owners

Continual coaching

Reinforcement Improvements Adjustments

We’re segment focused, journey led, digitally forward, locally committed, data enabled, and agile built.

How we use Jira and Confluence

Visibility “If it’s not in Jira, it’s not real.”

Data History is our best indicator of the future.

Planning Honesty is the best policy.

It wasn’t all sunshine and roses

What we did wrong

Too many teams Lack of PO training Lack of standardization Not walking the walk

Teams were formed with no training, minor changes, and little chance to succeed.

What we did wrong Many of our PO’s were not trained in properly scoping and writing tickets.

Too many teams

PO’s, along with other key roles, were not dedicated to their teams.

Lack of PO training Lack of standardization Not walking the walk

FAIL

What we did wrong Every team set up a different ticket format, different workflow, and had different ways of working.

Too many teams Lack of PO training Lack of standardization Not walking the walk

What we did wrong We said we were agile, but we were not really changing our behaviors or ways of working.

Too many teams Lack of PO training Lack of standardization Not walking the walk

Some teams were not buying in.

So where are we headed?

OKRs and TAPs

Actions Manage...

Facilitate...

Task 1...

Task 2...

Things...

Things...

More things...

Enforce...

Track...

Own...

Outcome

Lead...

Things...

OKR

Accelerate

Secrets

Progress

Secrets

Foster

Secrets

Improve

Secrets

Definition of Ready and Definition of Done

CONTEXT

This is a big statement slide.

Use dark background for bolder points.