Agile Marketing Workshop Handout PCATX6
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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:)
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Agile Marketing Workshop Handout PCATX6
- 1. Marketing the Agile Way | Discussion Guide 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. Key Benefits of Scrum/Agile in Marketing Transparency Prioritization Predictability 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.
- 2. 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 Success Points Prio User Story Owner Criteria & Status • 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 Content Courtesy of Kirsten Knipp Director of Product Marketing, @kirstenpetra