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.

1. Why Combining
Methodologies may be
the Agile Marketing
Magic Bullet
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Exploring Scrumban:

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“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

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Scrum

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If all you have is Scrum, everything
looks like a Sprint.

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ScrumKanban
Scrumban

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Today’s Backlog
1. Marketing’s Methodology Muddle
2. Choosing a Pilot
3. Four Part Kickstart

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Agile IT
Methodologies
Source: VersionOne State of Agile Report 2016

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Agile
Marketing
Methodologies
Source: Wrike’s “State of Agile Marketing” Report
2016

10. Lean
Eliminate non value-added work or
steps; optimize the “system” for work;
deliver as fast as possible
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11. Kanban
Team members pull work from a backlog;
limit Work-in-Progress (WIP); continuous
releases; visualize the workflow
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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)
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13. Scrum
Regular, defined sprints; work is
planned in advance; daily scrum
meetings (or “standups”);
retrospectives for improvement; no
new work added during sprints
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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
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16. Meet Scrumban
A powerful hybrid of
Scrum and Kanban
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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

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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

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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

20. Our Marketing Team
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21. Our Scrumban Pilot Team
Content
Marketing
Manager
Social Media
Specialist
Content
Creator
Digital
Marketing
Specialist
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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
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Adapted from The Scrumban [R]evolution

23. 4 Part Kickstart
Visualize
Workflow
Set
WIP Limits
Major
Cadences
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Work Types &
Backlog

24. 4 Part Kickstart
Visualize
Workflow
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25. Kanban board(s)
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Backlog Defined In Progress Done Accepted

26. 4 Part Kickstart
Visualize
Workflow
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Work Types &
Backlog

27. 2. Work Types
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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)
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29. Kanban board(s)
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Backlog Defined In Progress Done Accepted
Importance
Work type 1
Work type 2
Work type 3
Work type 4
Work type 5

30. 4 Part Kickstart
Visualize
Workflow
Work Types &
Backlog
Set
WIP Limits
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31. 3. Preliminary WIP Limits
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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

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To do Doing
1
Done
WIP Limit Too Low
Zzzzzzzz
People
often idle
Slow flow
(end-to-end)
Adapted from Henrik Kniberg

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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

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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

35. 4 Part Kickstart
Visualize
Workflow
Set
WIP Limits
Major
Cadences
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Work Types &
Backlog

36. Daily Standup
Retrospectives
Sprint Length
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37. Kanban-style Standup
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38. Retrospectives
Image source: Yodiz
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39. Sprint length (optional)
1 week 4 weeks
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40. andrea@theagilemarketer.net
@andreafryrear
Slides + ebook: bit.ly/martech-agile
That’s my book
That’s me
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