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What is scrum marketing?

Article originally published in February 2024 by Stuart Brameld. Most recent update in February 2024.

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Definition of scrum marketing

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.

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.

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:

  1. What are the key objectives and goals of my scrum marketing campaign?
  2. How can I ensure that my team is fully engaged and committed to the scrum process?
  3. What metrics will I use to measure the success of my scrum marketing efforts?
  4. How can I effectively prioritise tasks in the product backlog to maximise growth?
  5. 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.

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