Marketing the Agile Way | Discussion GuideScrum is an iterative, incremental methodology for projectmanagement often seen in agile software development. Scrum can beused to as a general project/program management approach and hasdistinct benefits when applied to Marketing activities.Key Benefits of Scrum/Agile in Marketing Transparency Prioritization Predictability Agile Glossary, Abridged• Product Owner (PO): Responsible for maintaining the Backlog by representing the interests of the stakeholders.• Team Backlog: A prioritized list of high level requirements.• Sprint: A time period (typically 2–4 weeks) in which work occurs on a set of backlog items that the Team has committed.• Sprint Backlog: prioritized list of tasks to be completed in a sprint.• Epic: A large effort split up into multiple related user stories.• User Story: Detailed description of a task from stakeholders POV.• Planning Poker: The team estimates effort for the stories in the backlog. The PO uses estimates to prioritize & forecast stories based on velocity.• Point Scale: Point system, used to describe task difficulty, without assigning actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…).• Success Criteria: The exit-criteria to determine if a task is complete.
Workshop It!• Pick a project or team• Define a user story & success criteria• Epic? Break it down into executable tasks• Discuss how you’d evaluate points Success PointsPrio User Story Owner Criteria & Status• What cultural barriers might you encounter?• Could this increase transparency?• Could this help you prioritize?• Could this improve predictability?Additional Resources• Def/Glossary: http://en.wikipedia.org/wiki/Scrum_(development)• Session Content: http://www.slideshare.net/kirstenpetra/marketing-the- agile-way-applying-scrum-outside-of-develoment Content Courtesy of Kirsten Knipp Director of Product Marketing, @kirstenpetra