How to Run a Marketing Team Using Agile/Scrum Frameworks — Bethan Vincent
This post is based on my talk at MeasureFest in September 2019, which in turn is based on my experience running cross-functional marketing teams using Agile/Scrum frameworks.
Let’s start with — what is Agile?
Agile is a software development methodology that is described fully in the Agile Manifesto . The agile process has the following core values:
- Individuals and interactions over processes and tools
- Working software over comprehensive documentation
- Customer collaboration over contract negotiation
- Responding to change over following a plan
Agile focuses on flexibility in the face of changing requirements and an emphasis on consistently shipping minimum viable software instead of an all-singing, all-dancing, comprehensive solution.
Alongside this focus on continuous delivery, agile also focuses on sustained improvement through continuous learning from new work pushed live and adjustment to fluctuating factors.
It’s a process that is tightly aligned to the software world, where speed to market and the ability to pivot are key factors in success.
