{"id":12036,"date":"2020-02-24T08:14:00","date_gmt":"2020-02-24T14:14:00","guid":{"rendered":"https:\/\/blog.planview.com\/?p=12036"},"modified":"2020-04-21T07:00:03","modified_gmt":"2020-04-21T12:00:03","slug":"pi-planning-in-an-agile-marketing-go-to-market-team","status":"publish","type":"post","link":"https:\/\/blog.planview.com\/pi-planning-in-an-agile-marketing-go-to-market-team\/","title":{"rendered":"PI Planning in an Agile Marketing Go-To-Market Team"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12127 aligncenter\" src=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/PI-Planning-in-an-Agile-Marketing-Go-To-Market-Team.jpg\" alt=\"PI-Planning-in-an-Agile-Marketing-Go-To-Market-Team\" width=\"903\" height=\"508\" srcset=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/PI-Planning-in-an-Agile-Marketing-Go-To-Market-Team.jpg 800w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/PI-Planning-in-an-Agile-Marketing-Go-To-Market-Team-300x169.jpg 300w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/PI-Planning-in-an-Agile-Marketing-Go-To-Market-Team-768x432.jpg 768w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/PI-Planning-in-an-Agile-Marketing-Go-To-Market-Team-750x422.jpg 750w\" sizes=\"auto, (max-width: 903px) 100vw, 903px\" \/><\/p>\n<p>In mid-2019, I shared some insights into the early stages of <a href=\"https:\/\/blog.planview.com\/planview-is-leaning-into-the-changing-world-of-work-with-you\/\">Planview\u2019s internal Agile transformations<\/a>. I discussed how, like our customers, we are experiencing the impact of the changing world of work and are navigating those changes. We are now nine months into the transformation of our Agile marketing go-to-market (GTM) value stream and just completed our fourth PI Planning session.<\/p>\n<p>First, if you\u2019re unfamiliar with <a title=\"\" href=\"https:\/\/www.scaledagileframework.com\/pi-planning\/\" target=\"_blank\" rel=\"noopener noreferrer\">PI Planning<\/a>, SAFe defines it as follows:<\/p>\n<blockquote><p>\u201cProgram Increment (PI) Planning is a cadence-based, face-to-face event that serves as the heartbeat of the <a title=\"\" href=\"https:\/\/www.scaledagileframework.com\/agile-release-train\/\" target=\"_blank\" rel=\"noopener noreferrer\">Agile Release Train (ART<\/a>), aligning all the teams on the ART to a shared mission and vision.\u201d <a href=\"#_ftn1\" name=\"_ftnref1\"><strong>[1]<\/strong><\/a><\/p><\/blockquote>\n<p>This event at Planview is a two-and-a-half-day working session where our cross-functional GTM teams come together to plan their work for the next twelve-week increment. Company leaders provide visibility into key company, sales, marketing, and product priorities. Dedicated teams and shared services functions plan what\u2019s to come, gain alignment, and perform a confidence vote and commit to plans.<\/p>\n<p>Having exited our fourth full PI, I am seeing the progress we\u2019ve made. Each PI had its own transformation challenges, but we are ironing out issues and setting the foundation for a highly collaborative, productive environment. In this blog, I\u2019ll share the progress we\u2019ve made in Agile marketing PI Planning and cover the phases of alignment we\u2019ve experienced on our transformation journey.<\/p>\n<p>Watch a short video where Patrick Tickle, Chief Product&#8217;s Officer and I chat about PI Planning at Planview. <a title=\"PI Planning at Planview\" href=\"https:\/\/www.youtube.com\/playlist?list=PLjnTFC1k2-uSikyvTxIbSdkTaewrgpPHb\" target=\"_blank\" rel=\"noopener noreferrer\">For more videos, check out the full series on YouTube<\/a>.\u00a0<a title=\"The Executive's Perspective: PI Planning at Planview\" href=\"https:\/\/www.youtube.com\/watch?v=TlQp-DeRFPU&amp;rel=0\" target=\"_blank\" rel=\"noopener noreferrer\" data-video-id=\"TlQp-DeRFPU\"><img decoding=\"async\" class=\"img-responsive center-block aligncenter\" src=\"https:\/\/img.youtube.com\/vi\/TlQp-DeRFPU\/maxresdefault.jpg\" alt=\"Video: The Executive's Perspective: PI Planning at Planview\" \/><\/a><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.planview.com\/pi-planning-in-an-agile-marketing-go-to-market-team\/#Planviews_Agile_Marketing_Progress_with_PI_Planning\" >Planview\u2019s Agile Marketing Progress with PI Planning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.planview.com\/pi-planning-in-an-agile-marketing-go-to-market-team\/#Whats_to_Come\" >What\u2019s to Come<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Planviews_Agile_Marketing_Progress_with_PI_Planning\"><\/span>Planview\u2019s Agile Marketing Progress with PI Planning<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3>PI Planning 1: Forming go-to-market teams.<\/h3>\n<p>Preparing for our first PI, we worked to get functions aligned (sales, products, marketing) across this go-to-market value stream. This was a little bumpy for us but was a critical step. If functional leaders are not aligned, bought-in, and supportive, the transformation will struggle to get going, be real, or be sustainable. A key enabler for us was bringing in an external coach, with Agile Marketing coaching context, to help us get started on our journey.<\/p>\n<p>Out of this first PI came many positives, but the most important thing we learned was that our GTM teams were not well constructed. There was too much overlap and way too many cross-team dependencies; too much work-in-process (WIP), and poorly aligned workflows.<\/p>\n<h3>PI Planning 2: Re-forming and empowering the teams.<\/h3>\n<p>In our second PI, with continued coaching our executives to be more aligned; we re-formed the dedicated cross-functional teams to minimize dependencies and distributed budgets and targets to reinforce team empowerment and accountability. In our first PI retrospective, it became clear that our content creation process was a bottleneck, so we pivoted and introduced a new marketing role, content strategists, and dedicated one to each GTM team. By being closer to the source messaging and campaign strategies, the content strategists develop content plans and manage the creation workflow across internal and external SMEs and contractors. Further, we augmented the dedicated teams with what we call voice of customer (VoC) reps \u2013 from sales, sales development reps, product management across different regions \u2013 to help the teams better understand internal and external customer demands \u2013 so the deliverables have more business impact.<\/p>\n<p>During this PI, the new teams formed and started building team-level cadences \u2013 learning to work as a dedicated team. Department heads started learning if, how, and when to flow work to \u2018their people\u2019 who were now dedicated to the cross-functional teams. This required frequent coaching as it determines if an Agile transformation becomes real or stays superficial \u2013 what we call Agile Theater.<\/p>\n<h3>PI Planning 3: Aligning teams with shared service organizations.<\/h3>\n<p>In our third PI, the dedicated teams really gelled and had better understanding of their capacity, work-in-process limits, and flow. The transformation attention shifted to the important shared service organizations (i.e. digital, events, creative services, social media, web, etc.). These subject matter experts enable and amplify the deliverables of the dedicated GTM teams. We focused on making their work visible to the teams and vice versa. How they stay aligned and communicate on the bi-directional dependencies. Additionally, cross-team issues emerged, and we started working on cross team syncs, value stream leadership cadences, and board-of-boards to surface risks, consider new initiatives (using <a title=\"\" href=\"https:\/\/info.planview.com\/lpm-enterprise-_whitepaper_lad_en_reg.html?_ga=2.108543691.899608710.1582206351-671993521.1537802215\" target=\"_blank\" rel=\"noopener noreferrer\">Lean Portfolio Management<\/a> principles), and prioritize value-stream-level enabling work.<\/p>\n<h3>PI Planning 4: Aligning teams with international marketing.<\/h3>\n<p>We recently wrapped our fourth PI Planning session. Our transformation attention shifted to aligning our international marketing teams, so campaigns and deliverables were not surprises tossed over the proverbial fence \u2013 or ocean \u2013 resulting in delayed launches often poorly matched to local market needs. International marketers started making their work visible and mapping their work to the programs from the GTM teams. That quickly advanced to coordinating on programs and assets, to understanding which ones mapped to each local market, which needed to be adjusted and translated, and which needed to be influenced and co-created from the start. We also adjusted our PI Planning agenda to support live remote participation and considered the time differences. We leveraged video conferencing during the overlapping business hours and had teams record and share their readouts when business hours didn\u2019t align and then rotate breakouts. While this is my second\u00a0Agile Marketing transformation, it is the first time we\u2019ve been so aligned across geographies exiting PI Planning.<\/p>\n<p>Another innovation was having our value-stream-level Kanban board (e.g. team-of-teams) visible on a large monitor during our planning so that key dates, enablers, and features were visible. People entered risks right in the Kanban board, with more detail than often included on a sticky note, for the leadership to ROAM (Resolve, Own, Accept, Mitigate). One team printed out existing feature cards from their <a title=\"\" href=https:\/\/www.planview.com\/products-solutions\/products\/leankit\/ target=\"_blank\" rel=\"noopener noreferrer\">Leankit<\/a> board so they could physically move and prioritize the work during planning. The printed feature cards had QR codes and mobile phones to synchronize physical card changes to the corresponding cards on their Kanban board, cutting down on the post PI planning task of deciphering sticky notes and typing into their digital workspaces.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12022 size-full\" src=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/scaled-agile-delivery-demo-800x200.jpg\" alt=\"\" width=\"800\" height=\"200\" srcset=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/scaled-agile-delivery-demo-800x200.jpg 800w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/scaled-agile-delivery-demo-800x200-300x75.jpg 300w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/scaled-agile-delivery-demo-800x200-768x192.jpg 768w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/scaled-agile-delivery-demo-800x200-750x188.jpg 750w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Whats_to_Come\"><\/span>What\u2019s to Come<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Our Agile transformation journey will always require more and more alignment \u2013 more change and optimizations. Change is continuous, that\u2019s a given, and we are already starting to change roles and people in the GTM teams to keep the voices and ideas fresh and to encourage more experimentation.<\/p>\n<p>Some shared services began planning together with persistent teams, and this will continue to expand. During this PI, we\u2019ll refine our value stream level ceremonies, and Planview will kick-off a third\u00a0value stream (to join Products and Go-to-Market) around Customer Success. We\u2019ll expand the alignment across value streams rather than just across teams within the single value stream.<\/p>\n<p>But most importantly, out of our four full PI Planning sessions thus far, we\u2019ve learned how to work together to optimize productivity and collaboration. We\u2019ve learned how to incorporate key service providers and stakeholders \u2013 whether that\u2019s our international marketing team or our SMEs \u2013 with the dedicated teams to establish better alignment and give everyone a chance to voice any concerns with the plan.<\/p>\n<p>This most recent planning session left me very optimistic. Sure, we had our difficulties and learnings in the first few \u2013 something that\u2019s expected when implementing such a major change in an organization \u2013 but we pressed on, adjusting as needed, and we\u2019ve come out the other side stronger and more connected than ever before.<\/p>\n<p>This is what an Agile transformation is all about \u2013 that connection between teams, both local and international, and between departments within the organization. The synchronicity. We\u2019re learning from our own transformation to better help our customers with theirs. We\u2019re in this together.<\/p>\n<p>If your organization is going through a similar transformation, we\u2019d love to partner with you along your journey. If you\u2019re interested in learning more about how Planview can help, visit <a title=\"\" href=\"https:\/\/www.planview.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">planview.com<\/a> or check out our <a title=\"\" href=\"https:\/\/info.planview.com\/scaling-agile-_demo-on-demand_lad_en_reg.html\" target=\"_blank\" rel=\"noopener noreferrer\">Scaling Agile Delivery Demo<\/a> to see our products in action.<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> <a title=\"\" href=\"https:\/\/www.scaledagileframework.com\/pi-planning\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.scaledagileframework.com\/pi-planning\/<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12126 size-full\" src=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/planview-5-lean-agile-shifts-750x200-BLOG.jpg\" alt=\"\" width=\"750\" height=\"200\" srcset=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/planview-5-lean-agile-shifts-750x200-BLOG.jpg 750w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/planview-5-lean-agile-shifts-750x200-BLOG-300x80.jpg 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In mid-2019, I shared some insights into the early stages of Planview\u2019s internal Agile transformations. I discussed how, like our customers, we are experiencing the impact of the changing world of work and are navigating those changes. We are now nine months into the transformation of our Agile marketing go-to-market (GTM) value stream and just&#8230;<\/p>\n","protected":false},"author":137,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[521,477],"tags":[],"class_list":["post-12036","post","type-post","status-publish","format-standard","hentry","category-lean-agile","category-vision-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>PI Planning in an Agile Marketing Go-To-Market Team - Blog | Planview<\/title>\n<meta name=\"description\" content=\"In this blog, I\u2019ll share the progress we\u2019ve made in Agile marketing PI Planning and cover the phases of alignment we\u2019ve experienced on our transformation journey.\" \/>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PI Planning in an Agile Marketing Go-To-Market Team\" \/>\n<meta property=\"og:description\" content=\"In this blog, I\u2019ll share the progress we\u2019ve made in Agile marketing PI Planning and cover the phases of alignment we\u2019ve experienced on our transformation journey.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.planview.com\/pi-planning-in-an-agile-marketing-go-to-market-team\/\" \/>\n<meta property=\"og:site_name\" content=\"Planview Blog\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/pages\/Planview-Inc\/89422974772\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-24T14:14:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-21T12:00:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/PI-Planning-in-an-Agile-Marketing-Go-To-Market-Team.jpg\" \/>\n<meta name=\"author\" content=\"Cameron van Orman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CWvanOrman\" \/>\n<meta name=\"twitter:site\" content=\"@Planview\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cameron van Orman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blog.planview.com\\\/pi-planning-in-an-agile-marketing-go-to-market-team\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog.planview.com\\\/pi-planning-in-an-agile-marketing-go-to-market-team\\\/\"},\"author\":{\"name\":\"Cameron van Orman\",\"@id\":\"https:\\\/\\\/blog.planview.com\\\/#\\\/schema\\\/person\\\/ffc0e215616e4486086bd055ec919454\"},\"headline\":\"PI Planning in an Agile Marketing Go-To-Market Team\",\"datePublished\":\"2020-02-24T14:14:00+00:00\",\"dateModified\":\"2020-04-21T12:00:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog.planview.com\\\/pi-planning-in-an-agile-marketing-go-to-market-team\\\/\"},\"wordCount\":1346,\"publisher\":{\"@id\":\"https:\\\/\\\/blog.planview.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/blog.planview.com\\\/pi-planning-in-an-agile-marketing-go-to-market-team\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog.planview.com\\\/wp-content\\\/uploads\\\/2020\\\/02\\\/PI-Planning-in-an-Agile-Marketing-Go-To-Market-Team.jpg\",\"articleSection\":[\"Enterprise Agile Planning\",\"Vision and Trends\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blog.planview.com\\\/pi-planning-in-an-agile-marketing-go-to-market-team\\\/\",\"url\":\"https:\\\/\\\/blog.planview.com\\\/pi-planning-in-an-agile-marketing-go-to-market-team\\\/\",\"name\":\"PI Planning in an Agile Marketing Go-To-Market Team - 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