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Marketing Scrum vs IT Scrum

As we know, Scrum is the perfect framework for IT / software development to learn, adapt to change and deliver great software of value, faster.

But is Scrum also usable outside of software development? Can we apply similar or maybe even the same principals in other departments in the enterprise?

Yes, we can! And yes….. there are differences but also a lot of similarities.

Jeroen Molenaar and Remco Dijkxhoorn are involved in implemented Scrum in the marketing departments of two large companies: The ANWB and ING Bank. ING is now successfully using Scrum for the development of new campaigns, their full commercial expressions and even at the product development level.

Both companies wanted a faster time to market, more ownership, and greater innovation. How did we approach this and realise a transition with those goals in the marketing environment? And what are the results (so far)?

When we are not delivering software but other things, how does Scrum change? Well, a great deal actually. The people working in these other departments are, in general, quite different to those in Software Development. Scrumming here means thinking more about business goals and KPIs (how to go from department to Scrum team goals for example). And then the fun begins…

This session will contain an (already) interactive presentation where we can discuss and debate the information we will share with you. The second hour will be a fishbowl discussion/debate where we define certain statements and questions to be discussed in the fishbowl circle. 

This Agile Holland meet up starts at 18:00 hours with a simple but wholesome meal, followed by the session from 19:00 hours till around 21:30 with a short break for drinks at 20:15.


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  • Harry N.

    Any slides to share?

    May 15, 2014

  • Harry N.

    Bijzonder interessant, vooral als je al behoorlijke scrum ervaring hebt, Leuke voorbeelden en interessante aanpak.

    May 15, 2014

  • Bart B.

    Helaas, impediments op de weg! Een plekje vrij dus. Zie je de volgende keer. Ben op zoek naar contacten bij de scrummende overheid.

    May 13, 2014

    • Mary B.

      Hoi Bart, Bij de sociale verzekeringsbank ben ik zo'n beetje de 'huis-coach' voor scrum en kanban. Aangezien ook wij een ZBO zijn, zijn we zowat collega's. Ik stuur je zo direct mijn emailadres.

      May 14, 2014

    • Gidion P.

      Bart, 'de scrummende overheid,' daar kan ik je verder bij helpen. Zowel lokaal als ministerieel en bij leveranciers. Mijn e-mail: [masked]

      May 15, 2014

  • Paulus M.

    insightful session with lots of clear examples

    1 · May 15, 2014

  • Ellen L.

    Your English was great.

    1 · May 14, 2014

  • A former member
    A former member

    was my 1st Agile Holland Meetup and I enjoyed it a lot. Great presentation by the folks from XEBIA and great people in the audience. Compliments to the food sponsors. Allround a great event. Not 'awesome', but 'rad'!

    May 14, 2014

    • Jeroen M.

      thanks very much for the compliment!

      May 14, 2014

  • Niels V.

    I expected a bit more interaction. The presentation took almost 2 hours. Too much about how and too little about why and the problems you faced.

    May 14, 2014

  • Anh Doan C.

    For me, it was a great session with a lot brilliant insights. Thanks a lot for the effort to make it in English, great food and nice location.

    1 · May 14, 2014

    • Jeroen M.

      thanks for the compliment! And very welcome for the language

      May 14, 2014

  • preeti

    Thanks Jeroen and Remco for an insightful and entertaining presentation. And the great desserts :)

    May 14, 2014

  • Olivera

    The meetup was really insightful and ispiring! Also, thank you all for being so kind and sticking to English even though we were only a couple of people who couldn't follow Dutch. It was a great session!

    1 · May 14, 2014

    • Jeroen M.

      very welcome! thanks for the compliments

      May 14, 2014

  • Richard J.

    Hi Bart, SDB doet vele scrum projecten bij de overheid. Waar kan ik je mee van dienst zijn?

    May 13, 2014

    • Jeroen M.

      Hi Bart,

      May 14, 2014

    • Jeroen M.

      Oeps enter is send. Ik was eenvan de sprekers van deze sessie. Als je even wilt sparren of we ee versie van bovenstaande presentatie kunnen geven bel of mail even op [masked] of naar Xebia[masked] gr Jeroen

      May 14, 2014

  • Erik M.

    Great session. A good subject presented in a nice way.
    And ofcourse an excellent location.

    1 · May 14, 2014

  • Wouter S.

    Super om te horen hoe toegevoegde waarde geleverd wordt aan de marketing kant.

    1 · May 13, 2014

  • Esther V.

    Thanks guys, learned today that the professional background/type of personality defines the accent you bring into the way you coach the team!

    2 · May 13, 2014

  • Quirine V.

    Food and session were impressive! Thanks! Workshop was a bit vague.

    1 · May 13, 2014

  • Laurens B.

    Oh man, this is a great venue! Thanks so much for arranging it!

    1 · May 13, 2014

    • Niels V.

      Food was also an upgrade from a 'Broodje Kaas' :-)

      May 13, 2014

  • Anh Doan C.

    I still stuck at work, will join in late

    May 13, 2014

  • Laurens B.

    Argh, I'm stuck in traffic! Don't wait for me guys. Just get started!

    May 13, 2014

  • Antoin B.

    Got some last minute impediments, which I can't solve in 30 minutes. Unfortunately will have to sit this one out.

    May 13, 2014

  • Niels V.

    Ik heb het afgelopen jaar vaker met non-software Scrum teams gewerkt dan met Software teams. Van Megatronica tot Plastics Product Development. Daar sta je dan met je 'Working Software' en 'Shippable Product Increment' definities :-) interessant onderwerp dus. Misschien hoor ik ook nog wel wat roddels van het ACCNL14 waar ik helaas niet bij kon zijn.

    1 · May 13, 2014

  • Anko T.

    Bart, ik heb ook de nodige connecties in de scrummaster overheid. Je hebt mijn nummer :)

    May 13, 2014

  • preeti

    Mag ik met iemand meerijden terug naar Amsterdam (centrum)? av dank! Preeti t:[masked]

    May 13, 2014

  • Bart B.

    Hoi ik ben momenteel samen met een ingenieursburo aan het scrummen in infrastructuurprojecten en deel graag mijn ervaringen. Zie je!

    May 12, 2014

  • Mary B.

    ik heb zojuist ge RSVP-t dat ik niet kom.
    Aan de ene kant baal ik van mijn beslissing (want ga deze meet-up missen en zou met 2 andere deelnemers nader kennismaken)
    Aan de ander kant is het een goede beslissing.
    Heb een soort verkoudheidje opgelopen tijdens het geweldige accnl14 weekend / ben tamelijk vermoeid. Ik troost mij met de gedachte dat ik in de luxe verkeerd al veel te weten van het onderwerp en de voorbeelden van Jeroen & Remco, en dat er nu iemand van de wachtlijst alsnog kan meedoen.
    Volgende keer beter!

    May 12, 2014

  • Jesse H.

    Hope I can skip my afternoon in Eindhoven and swap it for working from the office in Almere. I expect to make it work :).

    May 12, 2014

  • Doralin D.

    I am on assginment and the deadlines are tight. See you next time

    May 12, 2014

  • Tom H.

    @Arno, thanks for sharing :-)

    May 12, 2014

  • Arno K.

    If you are interested in other non-IT scrum implementations here is a link to our Scrum for Services description we wrote 'scrumming' our complete organization. Enjoy:
    https://www.wibas.com/nl/turning-visions/publications/articles/scrum/scrum-services/ to

    1 · April 1, 2014

  • Vincent V.

    Planned a holiday on that date, darn, was looking forward to it. At least someone else can get off the waiting list. Enjoy

    March 31, 2014

  • Vincent V.

    Awesome comparison, hope I can get off the waitlist on to the invited list :)

    March 19, 2014

  • Bart B.

    Currently applying Scrum in civil engineering projects. Happy to share experiences!

    1 · March 16, 2014

  • wijbrand1963

    Apply SCRUM/ KANBAN for production, MKB NL.

    March 16, 2014

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