Hoe organisa+estransformeren vant r a d i + o n e l emarke+ng naar eenAgileMarketingorganisatie

WAAROMISDE21EEEUWANDERS?

IN OUT

DISRUPTIE:THEORIEVANROGERSACHTERHAALD?

Speed…

Changing environment Enterprise Adaptability

“Itisnotthestrongestofthespeciesthatsurvives,northemostintelligentthatsurvives.

Itistheonethatismostadaptabletochange”

-CharlesDarwin-

“If you are not moving at the speed of the marketplace, you’re already dead.

You just haven’t stopped breathing yet.” - Jack Welch -

JE KUNT DE WIND NIET VERANDEREN

SnelenrelevantreagerenopveranderendeklantbehoeJen

ALLEEN DE STAND VAN DE ZEILEN

ErisalKjdeenmarkt….

LEAN,AGILEENSCRUM

Qualityatthesource

Flow

Seethewhole

Pull/JustinTime

Empowertheteam

Addnothigbutvalue/Eliminatewaste

ConKnuousImprovement

LeanCustomerPerspecKve

Respectforpeople

Buildintegrityin

Focusonvalue

IteraKvedevelopment

Rhythm

Trustinskilledexperts

Amplifylearning

Agile

MulKdisciplinaryteams

IteraKons1-4weeks

ValueprioriKzedBackLog

Workingvalueattheendofasprint

Scrum

Focusing on what business needs today

LEAN:

WAARDE VOOR DE KLANT

DE REST = WASTE

AGILE:

SNEL AANPASSEN AAN DE

VERANDERENDE WAARDE

SCRUM:

FRAMEWORK DAT HELPT

OM AGILE SAMEN TE WERKEN

Lean Enterprise

Scrum

Design Thinking

Lean Start-up

Running Lean

Radical Management

Agile Marketing

Agile Teams

•  10keersnellereomzetgroei

•  10keersnellereproductontwikkeling

•  10keermeerwinstperwerknemer

Idee

Leren

Meten:observeer

hoeklantenreageren

Maken

hypothese

pretotypeprototype

MVP

validaKeaannames

aanpassen

Value Adapt

LeanAgilecanvasKillerFeaturesUnfairAdvantage

CustomerDelight

ValueProposiKoncanvas

RelaKeveValue-Effortweging

Backlogrefinement

Programmaradar

Roadmap

Swimminglanes

BacklogManage-

ment

UserstoriesSprintplanningdeel1:sharedvision–sharedgoals

Sprintplanningdeel2:sprintplan

Sprint

Dailystandup

Sprintreview

Incrementtothecustomer

Retro-specKve

Observeren,metenenlerenChangeGuild

Empathymap

Experimenten

AgileMarkeKngcyclus

Cost Structure Revenue Streams

One Challenging

Problem

Customer Segments

Customer Delight Value Proposition

Key Competence & Resources

Killer Features

Customer Relationship & Channels

Unique Advantage

Key Partners

Key Metrics

610

7

5

8

4

231

11

9

Experiments (1 t/m 11)

Figuur23:LeanAgileBusinesscanvas

DOEMLA:DO:DoenE:ExperimenterenM:MetenL:LerenA:Aanpassen

SprintReview

Agileisanders….

•  AndereBHAG:delightcustomers!•  Anderonderzoek:gamesenexperimenten•  Anderedialoog:debeleefdheidvoorbij•  Anderebesluitvorming:nuenaanpasbaar•  AndereexecuKe:doendoendoen(sprints)•  Andereverantwoording:zelforganisaKe•  Andermanagement:faciliteren•  AndereorganisaKe:holisKsch

terugopaarde…..

HIERARCHIEVS.HOLARCHIE

4

3

2

1

4

3

2

1

Hiërarchie Holarchie

Start:CustomerDelight

Figuur33:Adapt2ValueAgileMarkeKngorganisaKemodel

Start:CustomerDelight

Figuur33:Adapt2ValueAgileMarkeKngorganisaKemodel

CustomerDelighttevredenheidGefrustreerde“terroristen”

Houd

ingen

ged

rag

CustomerDelight:

posi:

ef

nega

:ef

ErvaringvoldoetaanverwachKng

Ervaringvoldoetaanwens

ErvaringoversKjgtwensenen

verwachKngen

ErvaringvoldoetaanverwachKng

Emo+eboosheid plezierengeluk

ErvaringslechterdanverwachKng

Ontevredenoverlopers

Product/serviceperformance

Product/serviceperformance

+

+_

_

Tevredenheid

Ontevredenheid

Verlangdekwaliteit(wensen)

Verwachtekwaliteit(hygiënefactor)

Kanmijntevredenheidnietverbeteren,

maarwelverslechten

Opwindendekwaliteit(delighters)

IkwistnietdatikhierbehoeJeaanhad,

maarikbenerdolop!

GalaxyNote

Lumia

AppleiPhone

GalaxyNexusbySamsumg

MotorolaDroid

CustomerDelights

WhatarethepossibleCustomerDelightsthatyourteamcouldgotocreateanddeliver?

CustomerValues

WhataretheCustomerValuesthatyourteamcreatesanddelivers?

VALUEAREAS?

…………………………………………

……

Start:CustomerDelight

End-to-EndProposi+on/Feature

Team(Squad)

Figuur33:Adapt2ValueAgileMarkeKngorganisaKemodel

Cynefin

Waarzitjouwnieuwewaarde?

Passie(35%)CreaKviteit(25%)IniKaKef(20%)Intellect(15%)Inzet(5%)Gehoorzaam(0%)

Hoe organisa+estransformeren vant r a d i + o n e l emarke+ng naar eenAgileMarketingorganisatie

EMERGENT

ValueAreas

DeliveredCustomerDelights

3.Expertcoaching 6.ChangeorganizaKonrules

2.Awareness 5.AgileRolestraining

1.AgileLeadershipDesign 4.AgileWayofWorking

AgileMarke+ngadop+ecanvas

Figuur49:Adapt2ValueAgileMarkeKngadopKecanvas

SUCCES!J