The document discusses how to implement an Agile/Scrum framework for a marketing team. It outlines Scrum roles and processes like sprints, stand-ups, and retrospectives. Some challenges are waiting on external resources and integrating with longer campaign cycles. Benefits include shipping work faster, better understanding team strengths, and having a common language with development teams. The key advice is to test using Scrum for the marketing team.
10. Roles and Responsibilities
● Product Owner Marketing Lead
● Development Team Marketing Team
● Scrum Master
● Stakeholders
@BethanVincent
11. Defining the work
● Epics - big audacious goals
● Stories - campaigns or large projects
● Tasks - breakdown of actionable parts
@BethanVincent
12. Deciding the work
● Product backlog Marketing backlog
● Prioritised by Product Owner Marketing Lead
● Team input throughout
@BethanVincent
13. Estimating the work
● How much time does your team have?
● What can they achieve in the time available?
● Estimate in a way that makes sense for you
@BethanVincent
14. Sprints
● Starts with Sprint Planning meeting
● 6 weeks 2-3 weeks
● Ends in a demo and retrospective
@BethanVincent
16. Demo and Retrospective
● Some things you can’t demo
● Retro - your chance to check team health
@BethanVincent
17. Things that will make this hard
● Waiting on external resource
● Integrating with longer campaign cycles
● Longer testing phases
● Reactive tasks
@BethanVincent
18. Other things to note:
● Decide when QA happens
● Reporting may need to happen outside of the sprint
● Creative process is hard to estimate
@BethanVincent
19. Benefits
● Better handle on team strengths and weaknesses
● Shipped work faster
● Estimates very useful to convey our work back to
company
● Dev and Marketing had common language
@BethanVincent
Agile software development refers to software development methodologies centered round the idea of iterative development, where requirements and solutions evolve through collaboration between self-organizing cross-functional teams.
Validated learning over opinions and conventions
Customer focused collaboration over silos and hierarchy
Responding to change over following a plan
Many small experiments over a few large bets
Scrum is an agile process framework for managing knowledge work, with an emphasis on software development.
It is designed for teams of three to nine members, who break their work into actions that can be completed within timeboxed iterations, called sprints, no longer than one month and most commonly two weeks, then track progress and re-plan in 15-minute time-boxed stand-up meetings, called daily scrums.
A key principle of scrum is the dual recognition that customers will change their minds about what they want or need and that there will be unpredictable challenges—for which a predictive or planned approach is not suited.
Why should marketing teams consider stealing developer's processes?
All things I think Scrum helps with
Check in with your team
How quickly are you burning through tasks
You won’t get the amount of work right the first time, but the process itself is iterative
Check in with your team
How quickly are you burning through tasks
You won’t get the amount of work right the first time, but the process itself is iterative