This document discusses how to use the Scrum framework to manage marketing campaigns and client accounts. It describes Scrum as being iterative, incremental, and timeboxed. It outlines the typical Scrum roles of Product Owner, Scrum Master, and Scrum Team and how they map to marketing. It also explains how to break work down into a client backlog, sprints, and tasks with acceptance criteria and deliver work in short cycles. While Scrum provides benefits like outcome optimization and flexibility, it also requires experience to apply it effectively to marketing and may not be best for start-ups.

1. 1
Personalised Co Consumer
Hybrid App & Web Admin
22/07/2020
V1.1
Brighton SEO
How to run campaigns and client
accounts using Scrum

2. Hi, I’m Bethan
Marketing Director
Netsells
@BethanVincent

3. We see the
deliverables in two
core components…
3
What the hell is Scrum?
@BethanVincent #BrightonSEO

4. 🔹 Timeboxed
🔹 Iterative
🔹 Incremental
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5. Product
Backlog
Sprint
Backlog
Sprint
Deliverables
@BethanVincent #BrightonSEO

6. How do we make a
software delivery
process work for
marketing?
@BethanVincent #BrightonSEO

7. We see the
deliverables in two
core components…
7
Team Roles
@BethanVincent #BrightonSEO

8. @BethanVincent #BrightonSEO
Scrum
Master
Scrum
Team
Product
Owner

9. Product Owner
=
Account Owner
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Scrum
Master
Product
Owner
Scrum
Team

10. Scrum Master
=
Team Coach
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Scrum
Master
Product
Owner
Scrum
Team

11. Scrum Team
=
Marketing Team
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Scrum
Master
Product
Owner
Scrum
Team

12. Stakeholders:
Anyone with a vested interest in the
end result
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13. We see the
deliverables in two
core components…
13
Breaking down and delivering the work
@BethanVincent #BrightonSEO

14. Client
Backlog
Sprint
Backlog
Sprint
Deliverables
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15. Client Backlog
Epic
Story
Task
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16. Epics:
Business objectives
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17. Example:
As a company we would like to grow
organic visits by 70% in Q3/4 2020
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18. Stories:
Campaigns or large bodies of work
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19. Example:
We would like to create product
pages that are more detailed, better
optimised and target key searches
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20. Tasks:
Discrete Deliverables
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21. Example:
Audit and improve product pages in
/activewear/leggings
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22. We see the
deliverables in two
core components…
22
Every task has Acceptance Criteria
(a list of what done looks like)
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23. We see the
deliverables in two
core components…
23
Clients and Scrum
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24. ✅ Outcome optimised
✅ Speed
✅ Flexibility
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25. 🚨 Collaborative
🚨 Requires experience
🚨 Flexibility
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26. Two Workstream Approach
📍Fixed Workstream
📉 Dynamic Workstream
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27. We see the
deliverables in two
core components…
27
Scrum is not as effective with start-ups
(in our experience)
@BethanVincent #BrightonSEO

28. We see the
deliverables in two
core components…
28
Important to remember:
Scrum is iterative by design
@BethanVincent #BrightonSEO

29. We see the
deliverables in two
core components…
29
Thank you!
🔗 netsells.co.uk
@bethanvincent
SLIDESHARE.NET/BETHANVINCENT
@BethanVincent #BrightonSEO