To succeed in today's turbulent business environment, enterprises must drive deeper customer engagement, connecting empowered customers to the valuable services they want across multiple touchpoints. This crucial shift to an outside-in focus, however, brings new demands and challenges to the application development and delivery organization. On June 13, 2011, Forrester convened a group of expert analysts to discuss:
How application delivery should partner with marketing to drive deeper customer engagement through the entire life cycle across multiple touchpoints.
Best practices for application development to design and deliver improved customer experiences.
How to reconcile the need for stronger design with agile processes and continuous delivery.
How to optimize your mobile application strategy to serve empowered customers.
How to exploit emerging application platforms, including cloud, to empower customers and the business to enable rapid change.
Fiction writers I've met have said that the hardest section of a novel to write is not the beginning or ending but everything that happens in between. The middle chapters trace the course of the protagonist's struggle in way that must be both engaging and credible. The story of how people adopt Agile successfully also has a beginning, middle, and end. The middle part here, too, poses some of the most difficult challenges. The first chapter is a grabber, with teams energetically and fervently doing daily stand-ups, blazing through sprints, christening a product owner, prioritizing their backlogs, and living through all the other exciting events that happen at the very beginning.
And then the plot takes a different turn. Success at the small team level is fantastic, but how do you fit into a development organization? What if you need to work with an offshore team? How do you maintain velocity when builds take several hours or maybe even a full day? Is it possible to deal with compliance requirements without a significant amount of automation? How do you work better with the ops team so that the speed of deployment matches the speed of development?
Since Agile went mainstream, the number of teams reaching the difficult middle chapters of Agile adoption has increased markedly. Both I and my colleague Dave West answer questions about the middle phases every day. Many of these questions also arise during the yearly conference that the Agile Alliance holds in the US. (This year, it's in Salt Lake City to mark the tenth anniversary of the signing of the Agile Manifesto in nearby Snowbird.)