Agile Marketing Workshop Handout PCATX6
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Marketing the Agile Way | Discussion Guide Key Benefits of Scrum/Agile in Marketing Scrum is an iterative, incremental methodology for project management often seen in agile software development. Scrum can be used to as a general project/program management approach and has distinct benefits when applied to Marketing activities. Agile Glossary, Abridged • Product Owner (PO): Responsible for maintaining the Backlog by representing the interests of the stakeholders. • Team Backlog: A prioritized list of high level requirements. • Sprint: A time period (typically 2–4 weeks) in which work occurs on a set of backlog items that the Team has committed. • Sprint Backlog: prioritized list of tasks to be completed in a sprint. • Epic: A large effort split up into multiple related user stories. • User Story: Detailed description of a task from stakeholders POV. • Planning Poker: The team estimates effort for the stories in the backlog. The PO uses estimates to prioritize & forecast stories based on velocity. • Point Scale: Point system, used to describe task difficulty, without assigning actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…). • Success Criteria: The exit-criteria to determine if a task is complete. Transparency Prioritization Predictability
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2 Page Handout used in conjunction with Agile marketing presentation given at Product Camp Austin. Use this glossary + set of questions to brainstorm if agile might work for you:)
Transcript of Agile Marketing Workshop Handout PCATX6
Marketing the Agile Way | Discussion Guide
Key Benefits of Scrum/Agile in Marketing
Scrum is an iterative, incremental methodology for project management often seen in agile software development. Scrum can be used to as a general project/program management approach and has distinct benefits when applied to Marketing activities.
Agile Glossary, Abridged • Product Owner (PO): Responsible for maintaining the Backlog by representing the
interests of the stakeholders.
• Team Backlog: A prioritized list of high level requirements.
• Sprint: A time period (typically 2–4 weeks) in which work occurs on a set of backlog items that the Team has committed.
• Sprint Backlog: prioritized list of tasks to be completed in a sprint.
• Epic: A large effort split up into multiple related user stories.
• User Story: Detailed description of a task from stakeholders POV.
• Planning Poker: The team estimates effort for the stories in the backlog. The PO uses estimates to prioritize & forecast stories based on velocity.
• Point Scale: Point system, used to describe task difficulty, without assigning actual hours. HubSpot uses the Fibonacci sequence (1,2,3,5,8…).
• Success Criteria: The exit-criteria to determine if a task is complete.
Transparency
Prioritization
Predictability
Workshop It!
• Pick a project or team
• Define a user story & success criteria
• Epic? Break it down into executable tasks
• Discuss how you’d evaluate points
• What cultural barriers might you encounter?
• Could this increase transparency?
• Could this help you prioritize?
• Could this improve predictability?
Additional Resources • Def/Glossary: http://en.wikipedia.org/wiki/Scrum_(development)
• Session Content: http://www.slideshare.net/kirstenpetra/marketing-the-agile-way-applying-scrum-outside-of-develoment
Prio User Story Success Criteria
Owner Points
& Status
Content Courtesy of Kirsten Knipp Director of Product Marketing, @kirstenpetra
