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Agile Coaching - Beyond the Scrum Master

Updated: Dec 20, 2023


If you're a Scrum Master, you're already aware of your vital role in nurturing Agile ways of working within your team. Yet, there's a broader horizon to explore. Evolving into an Agile coach can expand your career and provide a different value to the company. Embracing this change requires a mindset shift, viewing Agile as a set of practices and a culture that permeates the entire organisation. This broader perspective opens up new avenues for impact and influence.

Understanding the Scrum Master Dilemma

As a Scrum Master, your role is crucial in guiding teams through Agile processes. Yet, this position is somewhat limited: your impact is often confined to individual teams, dealing primarily with day-to-day sprint challenges and immediate project backlogs. This role can sometimes feel limiting when it comes to broader organisational change. Recognising this boundary is key to considering a career transition to Agile coaching. As an Agile coach, your influence extends beyond just team-level concerns. You're empowered to embed the Agile philosophy throughout the organisation, fostering a culture of continuous improvement that permeates every aspect of the business. This transition from Scrum Master to Agile coach marks a significant expansion of your role, from managing specific project details to shaping the company's overarching approach to Agile.

Unlocking the Agile Coach Mindset

Transitioning to an Agile coach isn't about reinventing the wheel; it’s about leveraging your existing skills on a larger scale. As an Agile coach, your remit extends to diffusing Agile thinking company-wide. It's less about acquiring new skills and more about applying your current expertise to broader contexts and deeper business understanding, adding breadth and strategic depth to your role. This evolution involves guiding teams and influencing senior leadership, helping them understand and embrace Agile principles to drive organisational change.

Solutions Through a Systemic Lens

As an Agile coach, your focus shifts from the day-to-day issues of a single Scrum team to the larger organisational challenges. This macro perspective encourages a different thought process, integrating team goals with overall business objectives and enhancing team, third party and customer interactions for systemic improvement. By adopting this approach, you're not just resolving immediate problems but laying the groundwork for long-term success, with your impact resonating across multiple teams. This systemic approach helps identify patterns and dependencies that might not be visible at the team level, enabling you to propose solutions that are effective at scale.

People-Centric Transformation

One of the key strengths of an Agile coach is the ability to inspire and motivate people, a trait shared with skilled Scrum Masters who are adept at motivating team members. While Scrum Masters excel in facilitating Scrum events and removing impediments, Agile coaches operate on a higher plane. You're equipped to imbue teams with purpose, aid in conflict resolution, and enhance interactions within the organisation, with customers, and with third parties. Donning a mentor's cap, both Agile coaches and Scrum Masters continuously elevate team capabilities, establishing themselves as pivotal leaders. This people-centric approach goes beyond process implementation; it's about cultivating a mindset where everyone, from team members to top executives, is aligned with Agile values.

Metrics That Matter

In Agile, while traditional metrics such as delivery time and code quality are essential, as an Agile coach, your focus also extends to holistic metrics. These metrics encompass the entire journey of an idea, from its inception to its final impact, quantifying its value delivery to customers. Integrating employee engagement, customer satisfaction, and business value into your metrics system provides a more comprehensive view. Adopting this holistic approach marks a major evolution in your role as an Agile leader. It provides a deeper insight into the effects of Agile practices, not only on operational aspects but also on the human element of your organisation.


Given how complex and tech-driven the world has become, the role of a Scrum Master is facing constraints in companies that do not understand the Agile philosophy. Broadening your scope to include Agile coaching prepares you for advanced challenges and solidifies your indispensability in your company's success. This career progression isn't a departure from your current path; it's an elevation to the next phase in your professional journey. Each finish line is merely a new starting point for greater achievements. As an Agile coach, you can become an agent of change, empowering teams and entire organisations to embrace Agile in its truest form.

Key Takeaways

  • Transitioning from Scrum Master to Agile Coach is a logical career step with substantial benefits for you and your organisation.

  • The Agile Coach role expands your focus from individual teams to the entire organisation.

  • Shifting to an Agile Coach mindset means evolving from solving immediate problems to strategising for long-term success, thereby adding greater value to your role.

  • Using actual examples can demonstrate how this career move can be beneficial. It highlights how performance has improved and has added real value to the business.

About the Author

Giles Lindsay is a technology executive, business agility coach, and CEO of Agile Delta Consulting Limited. Giles has a track record in driving digital transformation and technological leadership. He has adeptly scaled high-performing delivery teams across various industries, from nimble startups to leading enterprises. His roles, from CTO or CIO to visionary change agent, have always centred on defining overarching technology strategies and aligning them with organisational objectives.

Giles is a Fellow of the Chartered Management Institute (FCMI), the BCS, The Chartered Institute for IT (FBCS), and The Institution of Analysts & Programmers (FIAP). His leadership across the UK and global technology companies has consistently fostered innovation, growth, and adept stakeholder management. With a unique ability to demystify intricate technical concepts, he’s enabled better ways of working across organisations.

Giles’ commitment extends to the literary realm with his forthcoming book: “Clearly Agile: A Leadership Guide to Business Agility”. This comprehensive guide focuses on embracing Agile principles to effect transformative change in organisations. An ardent advocate for continuous improvement and innovation, Giles is unwaveringly dedicated to creating a business world that prioritises value, inclusivity, and societal advancement.

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