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What is scrumban marketing?

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

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Definition of scrumban marketing

Scrumban marketing is a hybrid approach that combines the flexibility of Scrum and the efficiency of Kanban. It’s a strategy used by businesses to streamline their marketing processes. By using a visual workflow, tasks are organised and prioritised, making it easier for teams to manage their work. This method helps to reduce waste, improve productivity, and deliver results faster, making it a popular choice for many B2B marketers.

Scrumban marketing allows for continuous improvement in a controlled manner. It’s a pull-based system, meaning tasks are only started when the team has the capacity to handle them. This prevents overloading and ensures a smooth workflow. The system also encourages regular reviews and adjustments, allowing teams to adapt to changes quickly. This flexibility is particularly beneficial for B2B marketers, as it enables them to respond swiftly to market trends and customer needs. Furthermore, the visual nature of Scrumban makes it easy to identify bottlenecks and areas for improvement, leading to more efficient processes and better results.

How does scrumban marketing work?

Scrumban marketing works by combining the flexibility of Scrum and the efficiency of Kanban in a marketing context. It involves breaking down large marketing projects into smaller, manageable tasks, which are then visualized on a Kanban board. This allows marketers to see the progress of each task and adjust their strategies as needed. The Scrum aspect involves regular meetings to discuss progress and plan for the next sprint. This hybrid approach allows for continuous improvement, adaptability to change, and a more efficient workflow.

An example of scrumban marketing

Growth Method, a fictional SaaS company, decides to implement Scrumban marketing to improve their marketing efforts. They start by creating a visual board to track their marketing tasks. The board is divided into three columns: To Do, In Progress, and Done.

In the ‘To Do’ column, they list all the marketing tasks that need to be done. These include tasks like creating a new blog post, updating the website, running a social media campaign, and sending out a newsletter.

When a team member starts working on a task, they move it to the ‘In Progress’ column. This helps the team see what everyone is working on and how much work is left to do.

Once a task is completed, it’s moved to the ‘Done’ column. This gives the team a sense of accomplishment and shows them how much they’ve achieved.

Every week, the team holds a meeting to review their progress and plan for the next week. They discuss what went well, what didn’t, and how they can improve. They also prioritise the tasks for the next week based on their goals and the resources available.

This way, Growth Method is able to stay agile, adapt to changes quickly, and continuously improve their marketing efforts.

Questions to ask yourself

As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to scrumban marketing:

  1. What are the key objectives I want to achieve with my Scrumban marketing strategy?
  2. How can I effectively integrate Scrumban principles into my current marketing processes?
  3. What tools and resources do I need to implement a successful Scrumban marketing approach?
  4. How can I measure the success of my Scrumban marketing efforts and what key performance indicators should I focus on?
  5. How can I ensure continuous improvement and adaptability in my Scrumban marketing strategy?

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