Scrum is the most popular Agile framework among marketing teams because it is flexible and easy to get started with. Read on for 4 steps to get your team started with Scrum today!
One of the most popular Agile methodologies for marketing and creative teams is Scrum. Scrum is a specific framework for organizing work that meets the values and principles of Agile. Scrum is only one of many Agile frameworks, but it is particularly well suited for marketing and creative teams because it is fairly straightforward and easy to adapt to your team’s particular needs. Scrum also has the advantage of being quick and easy to implement. Below are 4 steps to get your team working Agile ASAP!
1. Build a Backlog
Have each member of the team make a list of all the things they are working on and all the things they know are coming up. Start with the highest level, the overall project. For example, a quarterly webinar, or a major industry even. Then, for each project define the specific deliverables. For a webinar the deliverables might be “host the webinar on June 5th and generate 50 leads for the sales team.”. Next, break each project down into its component tasks, the specific action items that need to be completed to reach the overall deliverable. Finally, assign dates to any projects that are time sensitive, and assign rough priorities to each project. A simple “high, medium, low” is fine.
2. Plan a Sprint
Kick off your sprint with a sprint planning meeting. Sprints should last 2-3 weeks. During the sprint planning meeting, each member of the team will define what deliverables they will complete during the sprint, and what tasks they will need to perform for each deliverable. These projects, deliverables, and tasks come from the backlog, based on priority and due dates.
In the case that a project in the backlog can’t be completed during the 2-3 week duration of the sprint, a sub-deliverable will be defined. For example, in planning a quarterly webinar, the first 2-3 week sprint of that project may have such deliverables as finalizing the slide deck for the webinar, having a dry run with the presenter, and beginning promotion.
3. Meet Daily
“Daily Scrum” meetings are an important part of making sure the team can complete everything they committed to for the sprint. These should be short, 15-minute standing meetings where each team member quickly lists what they did yesterday, what they will do today, and any obstacles they face finishing their work on time.
4. Recap the Sprint
Formally, Scrum has two meeting that happen at the end of each sprint. The first is the Sprint Review, which tends to include stakeholders outside of the marketing team, such as sales or executive leadership. This is an important way for the marketing team to share what was accomplished during the sprint and keep the rest of the company in the loop.
The second meeting is the Sprint Retrospective, which is limited to the marketing team, and focuses more on what went well, and not so well, so that the team can continuously and iteratively improve each sprint.
One of the great things about Scrum for marketing teams is the ability to modify these elements to best suite their team. For example, the daily scrum meetings may not need to be formalized on small teams that are physically close to each other all day. By taking the basic structures of the Scrum framework; a backlog list of work, 2-3 week sprints, regular check-ins during sprints, and team recaps of the sprint, any marketing team can start being Agile today.