Merging Agile and Waterfall for CRM Project Success

The landscape of Customer Relationship Management (CRM) projects is rapidly evolving as organizations strive to keep up with the integration of advanced technologies like Adtech, Martech, CDP, AI, back-office systems, and Communications as a Service (CaaS), among many other software that are part of the customer engagement ecosystem. In this dynamic environment, the traditional Waterfall model of project management, with its sequential design, often falls short in accommodating the need for continuous improvement. Conversely, Agile offers flexibility but can lack the clear structure some projects require.

And implementing Agile/Scrum requires a strong commitment from everybody, change management, and project driven culture. This requires training and time from all stakeholders and participants. This means that not all organizations are ready for Agile/Scrum.

This is where a hybrid methodology, combining the best of both Agile (at least start incorporating some elements of it) and Waterfall, becomes invaluable, as a first steps. Some of you would not recommend doing a hybrid methodology, many of you would strongly recommend sticking to Agile or Waterfall depending on the type organizations.

Based on my experience, I have a few recommendations when organizations I worked with want me to use a Hybrid methodology, until eventually they move to Agile/Scrum.

Starting with the End in Mind

When merging Agile and Waterfall methodologies in CRM projects, it's crucial to begin with a sharp vision. Understanding the ultimate objectives—whether it's to enhance flexibility, deliver MVPs, speed up requirements, maintain rigorous quality checks, etc. This clarity helps in tailoring a hybrid approach that aligns with the project's goals, ensuring that the final product is both high-quality and adaptable to future changes.

Phase-Based Integration

A hybrid approach works well for CRM projects since it allows people to adapt to Agile concepts. Start with Waterfall's strong suit: use it during the initial phases where the scope, requirements, and design need to be clearly defined and understood. This provides a solid foundation for the project. As you transition into the implementation phase (Sprints or Short Phases), where changes are more frequent and flexibility becomes paramount, Agile takes the lead. This phase-based integration ensures that the project benefits from the strengths of both methodologies.

Iterative Planning with Fixed Milestones

Planning in a hybrid model is both iterative and milestone driven. Establishing fixed milestones for major deliverables, as Waterfall dictates, gives the project a clear timeline and a sense of direction. Between these milestones, Agile's iterative cycles allow for flexibility and adjustment to the project's finer details, enabling teams to respond to changes without losing sight of the project's overall timeline.

Cross-Functional Teams

The success of a hybrid CRM project hinges on the composition of the project teams. Cross-functional teams that are well-versed in both Agile and Waterfall methodologies can manage various aspects of the project lifecycle effectively. This setup promotes seamless communication and collaboration, which is essential when handling complex integrations and ensuring that the CRM system evolves with the organization's needs.

Progressive Elaboration

In a hybrid model, project details are progressively elaborated. This means that while the Waterfall method provides a structured plan, Agile allows for ongoing refinement of project specifications as development progresses. This approach ensures that the CRM system is built with the most current and relevant information, leading to a more effective and user-centric solution. This is the perfect time to use tools like JIRA, Asana, Click Up, Notion, Microsoft Planner, and Monday dot com, among many others.

Risk Management

Risk management in a hybrid setup benefits from the iterative nature of Agile, which allows for continuous identification and mitigation of risks. Meanwhile, Waterfall's comprehensive documentation practices ensure that every decision and change is recorded meticulously, providing a valuable reference for current and future projects. Document and communicate risks often.

Regular Retrospectives

The hybrid model thrives on feedback and adaptation. Regular retrospectives and lessons learned sessions are instrumental in combining Agile's continuous improvement with Waterfall's thorough process evaluation. These retrospectives provide opportunities to refine the process for future releases and ensure that the project is always moving forward in the most efficient way possible.

Managing Releases and DevOps in a Hybrid Environment

Incorporating DevOps into a hybrid Agile-Waterfall CRM project can streamline and improve the release management process. DevOps practices encourage automation, continuous integration, and continuous delivery, which can help in managing the frequent iterations of Agile and the scheduled releases of Waterfall. By automating builds and tests, teams can focus on delivering value rather than managing the complexities of the release process.

Conclusion

The hybrid methodology offers a balanced approach for CRM projects, allowing organizations to benefit from the structured planning of Waterfall and the adaptive execution of Agile. By following the best practices outlined above, organizations can manage their CRM projects more effectively, ensuring that they can integrate with a range of systems and technologies while also being adaptable for future growth and changes. As the business world continues to evolve, the ability to merge the predictability of Waterfall with the flexibility of Agile will become increasingly important for delivering successful CRM solutions.

What do you think? Any recommendations? Should we use a combination of Agile and Waterfall for CRM projects? Please comment.