Unlike traditional 6-12 month marketing planning and execution cycles, Agile methodology allows the Modern Marketing Team to adapt to fast-changing market conditions, respond to immediate sales needs, and prove ROI quickly and consistently.
But what exactly is agile?
In simple speak – agile methodology is an iterative, incremental method of project management often seen in software development, a type of software engineering.
The Agile Method
- Faster. Uses 30-day Sprint Cycles that make it easier to adapt to changing market conditions.
- More Focused. Each user story has a clear and distinct success metric attached to it.
- More Prioritized. Transparency and a “points” system make prioritization a rational and productive conversation versus a political tug of war.
- More Predictable. Daily “standup” plus the points system help identify blockers & eliminate surprises.
What is SCRUM?
Each SCRUM team is led by a Product Owner (PO). The PO is responsible for maintaining the Backlog by representing the interests of the stakeholders.
The Product Team consists of a cross-functional group of people responsible for managing itself to develop the product.
Key Terms in Agile Marketing
- SPRINT – Defined period of time in which a team commits to complete certain work output.
- EPIC – A large effort split up into multiple related user stories.
- USER STORY – An in-depth, targeted description of a task with all stakeholders in mind.
- STORY POINTS – Estimated level of effort a chunk of work will take.
- POINT SYSTEM / POINT SCALE – The system, used to describe task difficulty, without assigning actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…).
- COMMITMENT – Public meeting where agile teams commit to their stories for the coming sprint.
- REVIEW – Public meeting where teams review accomplishments and lessons from the last sprint.
- STANDUP – Daily standing meeting where team members share what they worked on yesterday, their plans for today, and any ‘blocking’ items hindering their work progress. Each team meets for 15 minutes daily—literally standing up.
- TEAM BACKLOG – A prioritized list of high-level requirements.
- SPRINT BACKLOG – A prioritized list of tasks to be completed during the sprint.
- BURN DOWN – Daily progress chart for a Sprint over the sprint’s length.
- PLANNING POKER – The team estimates effort for the stories in the backlog. The PO uses estimates to prioritize & forecast stories based on velocity.
- IMPEDIMENT – Anything that prevents a team member from performing work as efficiently as possible. Also known as a ‘blocker’ in some agile teams.
- SUCCESS CRITERIA – The exit criteria to determine if a certain task is complete.
Every month, agile marketing teams conduct Sprint Reviews, then share what they accomplished in the last sprint and what they’re committing to for the next sprint at a company-wide Agile Review.
To see more about how Agile works, and why it’s dominating the marketing landscape in the modern era, download the “Definitive Guide to Agile Marketing Strategy” – or just subscribe to unfunnel startup network.