Running a High Performing Marketing Team Using the Agile/Scrum Framework
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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.
Running a High Performing Marketing Team Using the Agile/Scrum Framework
- 1. Running a high-performing marketing team using the Agile/Scrum framework 🏉 @BethanVincent
- 2. Hi, I’m Bethan 👋 Marketing Director at Netsells
- 3. So there’s this thing called Agile... @BethanVincent
- 4. Agile Marketing exists agilemarketingmanifesto.org 👀 @BethanVincent
- 5. Scrum is an Agile process framework It has routines, rituals and roles @BethanVincent
- 6. Like software, marketing has monoliths Like developers, we want to ship quickly @BethanVincent
- 7. We also want to: Align with Dev/Product Iteratively test Measurable impacts and outcomes @BethanVincent
- 8. Making Scrum work for Marketing @BethanVincent
- 9. Starting off: Team buy-in ✅ Wider-company buy-in ✅ Knowledge ✅ @BethanVincent
- 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
- 15. Tracking Sprint progress ● Daily stand-ups ● Tracking velocity ● Don’t sweat it @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
- 20. Final piece of advice: TEST IT! @BethanVincent
- 21. 🐦 @BethanVincent / @Netsells 📩 bethan@bethanvincent.com 🖥 netsells.co.uk / bethanvincent.com @BethanVincent
Editor's Notes
- #4: 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.
- #5: 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
- #6: 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.
- #7: Why should marketing teams consider stealing developer's processes?
- #8: All things I think Scrum helps with
- #16: 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
- #17: 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