The world is going agile. Are you?

The world is going agile. Are you?
In the face of the global economic turbulence, organizations are forced to become nimble and agile so that they can respond to market changes quickly. Over the last few years, many organizations have adopted adaptive project management methods like Agile to increase the efficiency of their project management function. Among the different Agile frameworks, Scrum in particular has become extremely popular in most of the organizations.
While more and more organizations are adopting Scrum as their preferred framework for managing projects, they need to overcome the initial challenges in the transition process. As with any change, there will be some resistance during the transition to Scrum. Middle managers will typically fear their loss of role or loss of authority. They may not understand their new role or how they contribute to the success of the team. People who are invested in the old methodology will also typically resist the change. These people may be systems engineers or other related positions that fear losing their role as a result of changing to Scrum.
The two basic methods of transitioning to Scrum are top down and bottom up. In top down, the transition is widely communicated. There is an effort to provide education about the change to everyone involved. This communication can be a source of change resistance. The other possibility is to change things gradually within the organizational culture. Then, the transition to Scrum will be incremental.
Another aspect of transition to consider is how much of the organization requires a transition to Scrum methods. The entire organization could be transitioned at the same time. However, this method is more susceptible to problems that may result in interrupting profit generating activities. Therefore, it is more advisable to transition different divisions in an iterative fashion to reduce risk and to provide lessons learned for future iterations.
For a start-up organization or who has a fairly clean slate, it is easy for them to adopt Scrum. However, if your organization is used to traditional project management environment, there is no doubt that you will face lot of challenges at the beginning.  It is a good idea to hire some Scrum Experts to help you in the transition process. Also, training plays a pivotal role here. It is important to train your whole project team before you start using Scrum. There are many professional training organizations who offer Scrum training around the globe. Also, there are many training programs which are associated with some recognized Scrum certifications. As a matter of fact, many organizations prefer these training programs because of several reasons – 1) employees get trained in Scrum, 2) employees can earn a professional certification at the end of the training program (of course after taking the certification exam) which in turn increases the motivation of employees, 3) certification exams also help organizations to measure the effectiveness of the training program and employee performance in a more tangible manner.
If you are trying to implement Scrum and are facing issues which seem to be uphill, do not give up quickly as the benefits of implementing Scrum is far-fetched than the initial challenges.

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How marketing as a business function can benefit from Scrum

Scrum as an Agile methodology is currently most popular in IT development teams. However, that does not mean that it cannot be effectively used in other domains. In fact, as an Agile methodology of managing projects, it can be used wherever people work on projects on a regular basis. It can be used in a particular division of a company – like new product development in an automobile company, and can also be used in a particular function of a company – like marketing. This article will highlight how Scrum methods can be used very effectively to manage marketing projects.
Marketing as a function revolves around projects. Marketing professionals work on a variety of projects – ad campaigns, email campaigns, product prototyping, market research etc. More time is spent on projects rather than operational activities. Hence, Scrum can be especially beneficial for marketing teams.
Let’s say the marketing team is tasked with the project of launching a new car model. How can it use Scrum? Well, it actually is quite simple (one of the basic objectives of Scrum – to keep it simple). You start off with stating the project vision – launching the car in a defined area, say, the state of California. Then you need someone to spearhead the whole project – the Scrum Master. He/she will decide who all will be part of the Scrum team. These have to be people who will actually be doing the various tasks in the project and not the ones who simply have an interest in the project.
So now you have the people who will be working on the Scrum project. What next? The team needs to understand the customer requirements. These are defined in the form of User Stories. In our case, two of the user stories might be ‘I need to test drive the car before I buy it’ and ‘I need to know all its performance specifications’.
The User Stories are approved and entered into what is called the Prioritized Product Backlog. It is the master document which guides the team in the project. It contains the User Stories and the tasks which are required to fulfill the requirements for each of the user stories. So in our example, the first User Story about test drives will include tasks like ‘Decide number and variants of test cars needed’, ‘Brand the test cars’, ‘Create a test drive feedback form’, ‘Decide on the tasks to be performed by the salesperson before the test drive’, etc. It then decides on a Release Planning Schedule which lays out the schedule of shipping out completed deliverables to the customers. The team then estimates the time required for the various tasks. Based on the above, a collective decision is taken on which all tasks will be taken up in the first round – called Sprint in Scrum. A Sprint duration can vary from a week to a few weeks.
The team then works on completing the tasks in a particular Sprint. To ensure that things are on track, the Scrum team has a Daily Standup Meeting which is time-boxed to normally 15 minutes to half an hour, in which all the members stand around and discuss the status of the different tasks. Tasks are entered in post-it notes and stuck on to a whiteboard with 3 columns – ‘To be done’, ‘In Process’ and ‘Completed’.  The team then works on the tasks from the first column to the third column. At the end of a Sprint, when the team has hopefully completed all the tasks, a Sprint Review Meeting takes place where the team discusses what went right and what are the improvement opportunities. At designated points in time as laid out in the Release Planning Schedule, the team ships out completed deliverables.
This process continues till all the deliverables and tasks are completed in the Scrum project. The high level of involvement and communication involved in the Daily Standup Meetings is the key to an effective implementation of Scrum. Thus, by following the above process, marketing teams can ensure speedy completion of projects with high quality outputs without getting bogged down by a lot of documentation and processes.
Note: The Scrum specific terms used in this article are as per the Guide to the Scrum Body of Knowledge (SBOK^TM)

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