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Definition of scrum marketing
Scrum marketing is the use of the Scrum framework to run marketing work in short, fixed-length sprints, usually two weeks, with a prioritised backlog, daily stand-ups and a review and retrospective at the end of each sprint.
Scrum marketing is a dynamic approach that allows marketing teams to become more flexible and efficient. It’s based on the principles of Scrum, a framework often used in software development, which focuses on teamwork, regular progress checks, and quick adaptation to changes. In the context of marketing, it means breaking down large projects into smaller tasks, working on them in short ‘sprints’, and regularly reviewing progress. This way, teams can quickly adjust their strategies based on results or changes in the market. For a broader overview of agile marketing and how it influences frameworks like Scrum, see our article What is agile marketing?.
Scrum marketing promotes a culture of collaboration and transparency among team members. It encourages marketers to work together, share ideas, and solve problems as a unit. This approach also fosters a learning environment where mistakes are viewed as opportunities for improvement rather than failures. By using Scrum, marketing teams can deliver high-quality work faster and more efficiently, as they are constantly adapting and improving their strategies. Furthermore, it allows for better resource management, as tasks are prioritised based on their value to the business, ensuring that the most important tasks are completed first. Learn more about how agile frameworks apply to marketing teams with our guide to agile marketing.
Scrum vs kanban for marketing teams
Scrum and kanban are the two most common ways to run agile marketing. Choose based on how your work arrives.
| Aspect | Scrum marketing | Kanban marketing |
|---|---|---|
| Cadence | Fixed sprints, usually 1 to 2 weeks | Continuous flow |
| Planning | Plan the sprint up front | Pull the next task when capacity frees up |
| Roles | Product owner, scrum master and team | None required |
| Main control | Sprint commitment | Work in progress limits |
| Changes mid-cycle | Scope is protected during the sprint | Priorities can change at any time |
| Best for | Launches and projects with clear deadlines | Ongoing requests such as content, social and support |
Scrum teams track sprint work on an agile sprint board. If you prefer continuous flow, see the agile kanban board and the agile task board.
How does scrum marketing work?
Scrum marketing works by implementing the principles of agile project management into the marketing process. It involves breaking down large marketing projects into smaller, manageable tasks known as “sprints”. These sprints are then assigned to cross-functional teams who work on them for a set period, usually two weeks. Progress is tracked and reviewed in daily stand-up meetings, allowing for real-time adjustments and improvements. This approach promotes flexibility, collaboration, and rapid response to changes, enabling marketers to deliver high-quality work quickly and efficiently.
An example of scrum marketing
Growth Method, a SaaS company, decides to launch a new feature for their software. The marketing team forms a scrum team, including a product owner, scrum master, and team members from different marketing specialities.
The product owner creates a product backlog, a list of tasks and goals for the new feature launch. This includes creating a landing page, writing blog posts, running social media campaigns, and sending out email newsletters.
The scrum master facilitates a sprint planning meeting, where the team decides on the tasks they can complete in the next two weeks, or sprint. They choose to focus on creating the landing page and writing the first blog post.
During the sprint, the team works on these tasks. They meet daily in a stand-up meeting to discuss their progress and any obstacles they’re facing. The scrum master helps remove these obstacles so the team can continue their work.
At the end of the sprint, the team has a potentially shippable product increment - the landing page and blog post are ready to go live. They hold a sprint review to show their work to stakeholders and get feedback.
They also hold a sprint retrospective, where they discuss what went well, what didn’t, and how they can improve for the next sprint.
Then, they start the process again for the next sprint, choosing new tasks from the product backlog. This iterative process allows Growth Method to quickly adapt their marketing strategy based on feedback and results, leading to more effective campaigns and a successful feature launch.
Questions to ask yourself
As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to scrum marketing:
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What are the key objectives and goals of my scrum marketing campaign?
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How can I ensure that my team is fully engaged and committed to the scrum process?
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What metrics will I use to measure the success of my scrum marketing efforts?
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How can I effectively prioritise tasks in the product backlog to maximise growth?
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How can I continuously improve and adapt my scrum marketing strategies based on feedback and results?
Other articles you might like
Here are some related articles and further reading on scrum marketing you may find helpful.
About Growth Method
Growth Method is the agentic marketing platform for B2B teams: plan your strategy, ship campaigns and learn what works, all in one place, for people and agents. Our view is that a scrum sprint gives marketing teams a rhythm, but a retrospective only works when the review rests on evidence rather than opinion. In Growth Method, campaigns run through five agile stages, from Backlog to Complete. The before-metrics are recorded at launch and each campaign is analysed against your goal, so sprint reviews start from first-party data and every sprint feeds the next. Read more about the agentic marketing approach.
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Frequently asked questions
What is scrum marketing?
Scrum marketing is the use of the Scrum framework to run marketing work in short, fixed-length sprints, usually two weeks. The team works from a prioritised backlog, meets daily, and holds a review and a retrospective at the end of each sprint.
What are the scrum roles in a marketing team?
The product owner owns the backlog and decides priorities, the scrum master keeps the process running and removes blockers, and the team members, drawn from different marketing specialisms, do the work.
How long is a marketing sprint?
Most marketing teams run two-week sprints, as in the example on this page, though one-week sprints work well for fast-moving channels. Keep the length fixed so the team can compare one sprint with the next.
What is the difference between scrum and kanban in marketing?
Scrum works in fixed sprints with defined roles and a committed scope. Kanban is a continuous flow with limits on work in progress and no fixed end date. Scrum suits projects with clear deadlines, and kanban suits a steady stream of requests.