Making the leap to Agile within Marketing: A practical success story

© 2015 Planview, Inc. | 1© 2014 Planview, Inc. | 1 | Confidential © 2015 Planview, Inc. | 1

Making the Leap to Agile within Marketing Jason MorioProjectplace Segment ManagerPlanview

Ryan DohertyDirector of Interactive MarketingPlanview

© 2015 Planview, Inc. | 2

• Marketing team profile• Where we were• Learning about Agile• Executive support• Team workshops• First sprints• Successes we see now

Agenda


Planview MarketingOur “customers”• Global Demand Generation teams covering multiple market segments with 3

products• Partner Marketing in connections with multiple vendors• Planview Product Development and Solutions Marketing• Planview Sales• Customer Care, HR, and Legal on a project by project basis

Regions• North America

• United States• Canada

• Europe• Germany• France• Italy

• APAC• Australia New Zealand

Request types• Web site updates (new pages, edits,

microsites)• Events marketing• Event materials and exhibit designs• Email and newsletter designs• Campaign collateral and resources• Videos and webcasts• Banners and images• Presentation branding and QA• Translations


How was your marketing department operating and what led you to seek a change in the status quo?

View the On-Demand Webcast!

https://www.projectplace.com/resources/projectplace-webinars/successful-project-planning/real-life-agile-marketing-how-to-achieve-it/


• We had limited visibility into the current workload of the team, or what’s coming next

• Multiple systems and formats for requests and different project management tools

• Too many requests coming in to properly manage against capacity

• No way to report a realistic activity level• We couldn’t plan ahead • Always felt like we were in “rush” mode

Where we wereView the On-Demand Webcast!



A better way to:See and show the full workload for the teamCommunicate status on a request or projectCollaborate on tasksShift priorities to meet the teams needs

What we neededView the On-Demand Webcast!



Where did you look and what approaches did you consider to help steer this change?




Traditional “waterfall”• Great for big projects• Lots of detailed documentation• Less flexibility• Difficult for ongoing “request

based” work• Tools were harder to adapt to

our needs

Agile

• Very flexible• Short timeframes helped us

focus only on what's immediately ahead

• Visual Kanban boards• Ability to shift priorities

Comparing ApproachesView the On-Demand Webcast!



With Agile being popular within the software development ranks, what made it the attractive option for you and your team?




What was attractive about Agile Marketing

Responding to change over following a plan

Rapid iterations over Big-Bang campaigns

Testing and data over opinions and conventions

Numerous small experiments over a few large bets

Individuals and interactions over target markets

Collaboration over silos and hierarchy




• Executives want to see results• Managers want to be able to see the full workload• Developers and designers want to be able to get their work

done…and fewer surprise projects

Support from the top, buy-in from the team

Selling it internallyView the On-Demand Webcast!



When are meetings?How long are sprints?How do we run standups?How do we organize boards?How are requests added?

Team WorkshopsAllow the team to decide




Most agile teams adopt the parts that work for them. How did your team adopt agile into their ways of working?




• 2 week sprints starting on a Tuesdays

• Planning meeting was the start of each sprint to go over what is coming up over the next 2 weeks

• A Sprint Review and Retrospective meeting was at the end of each sprint

• Our stand up meeting is held every day to review what we did yesterday, what we are working on today, communicate with requestors, and set the priorities of the day

Our setupView the On-Demand Webcast!



• Expect lots of process questions• Not only a review of work being accomplished, but the processes

used• Are there new issues that came up during the sprint on processes?• How can we make this better?

First couple sprintsView the On-Demand Webcast!



18 months later, how have things changed and what benefits have you seen since?




Getting better and better over time• Review and retrospective time decreased• Planning time increased• Less adjustments and process changes• Better use of our time

30%

60%

10%

Reviewing reports RetrospectivePlanning

20%10%

70%

Reviewing reports RetrospectivePlanning

Sprint 4 Sprint 12




One of our first retrospectives

One of our latest




5/17/2016

Sprint 22

100 cards total85 submitted68 completed

65 cards at start35 added

Sprint 22 (5/17 – 5/30)

5/31/2016

May 17

May 30

May 17 May 19 May 21 May 23 May 26 May 29 May 31




• Adding points to cards that represent “effort”• Getting “real” visibility into capacity and resource

management• Allowing for us to manage our resources effectively

Phase 2Adding capacity planning

0 1/2 1 3 5 8 13 20 402 100




• 3 points a day for 5 people, over 2 week periodCapacity = 150 Points per sprint

• We would accept all the work and set points to each task = total work requested

• When there was more on the board than could get done, the extended team would work out priorities

• Visibility gave us a great way to set expectations

Capacity can change each sprint. Ex. I have one member of my team that will be out for 2 days, that’s 6 points off the board = 144 points for the sprint.

Our FormulaView the On-Demand Webcast!



• Review the board for upcoming due dates

• Assign cards based on availability and skill set

• Have our daily stand up• Communication with

Requestors• Set priorities• Get to work!

How do we function nowA day in the life




• Gain team buy in and support before setting up how you will run Agile• Give everyone a voice in how the process should work• Start with something basic and see how things work• Have patience, change is never easy and the benefits take time to show• Get started sooner

Key thoughtsView the On-Demand Webcast!



Additional Information

Thank you - Questions?

“Projectplace is Synergy. The more we used the various capabilities of the [Projectplace] tool, the more synergy we had as a team.”

“Expect rapid adoption. Projectplace is now universally adopted across IT for all projects larger than 100 hours and now other business stakeholders want to use it for their departments.”

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Making the leap to Agile within Marketing: A practical success story