In last week?s update, we reviewed the benefits of Scrum ? one of Agile?s incremental development models ? for our business and clients. Knowing how Scrum enhanced our development environment, the question remains: can marketers benefit from Scrum too?
If we were to compare the type of work software developers and marketers do, they look worlds apart. But in terms of output and needing to respond to an ever-changing marketplace, we can certainly start to draw comparison. Marketers, like software developers, need to be responsive to a rapid-fire environment where the consumer?s appetite for fresh products and content seems almost insatiable. So how do you increase output in a shorter amount of time with better outcomes?
Well, perhaps it?s time for marketers to get on board with Scrum. As a marketer, here?s a breakdown of some of the principles and practices of Scrum that you could adopt to improve your marketing campaigns.
Improve your marketing campaigns with Scrum:
1. ?People over processes? ? Scrum is a hands-on methodology that favours self-organised teams over hierarchical project management. You no longer need to get bogged down in protocol. Spend more time face to face with your marketing team being creative.
2. Adaptability ? Scrum is all about expecting and responding to change in real time. Small teams with short work cycles (sprints) means that you?re better equipped to respond to changes in consumer thinking or on digital platforms including social media.
3. Transparency ? Scrum encourages an open and transparent forum where teams have clearly defined roles and tasks so that what is planned gets done. A robust feedback system that incorporates reviews by teams and clients will see a stronger campaign go to market.
4. Daily ?Scrum? Standup Meetings ? Scrum teams always have an appointed Scrum Master. The Scrum Master facilitates ?scrums? and ensures that the desired output is achieved. It?s not about micro-management, it?s about daily planning to ensure the team has manageable tasks to achieve the end result for your campaign.
5. Sprints ? work blocks in increments of a one week, two weeks (very popular) or one month will allow you to go to market with smaller marketing campaigns more often and across more platforms. Ã¡Sprint planning sessions at the beginning of each sprint map out tasks and roles so that everybody is ready to sprint to the finish line.
6. Improve, improve, improve ? at the end of each sprint, a review of your campaign and the process that launched it allows you to improve upon your previous efforts. Keep working to improve your communication with your team and clients to make the next sprint to market even better again.
Jelena Curcic, Scrum Master at automaton, on the benefits of Scrum: ?With Scrum, you put something out in the market that is of value to the customers and shareholders constantly so you don?t have to wait months. In that way you respond faster to the needs of the clients and the demands. Technology changes so it really gives you a chance to respond to change.?