Leadership

How to Implement Scrum in The Context Of Marketing a.k.a Agile Marketing

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Agile marketing may not be a phrase you hear often, but it’s becoming increasingly popular and important. Agile Marketing is a marketing approach inspired by the values and principles of Agile software development.

Traditionally associated with the development and product management, agile is a lightweight and, well, agile framework for software development and bringing features and products to market.

It stands in opposition to “waterfall” production methods that treat analysis, design, coding, and testing as discrete phases – wherein agile they are treated as continuous.

As marketing becomes more data-driven, quantitative, and iterative, we can use many of these same management practices to hone our marketing campaigns, mitigate risk, and ultimately ship more effective marketing campaigns.

The 3 Key Values of Agile Marketing

  1. Individuals and interactions over processes and tools

  2. Publishing content over comprehensive marketing plans

  3. Responding to change over following a plan

Before we dive into the marketing applications, however, let’s briefly cover what Scrum is and how it came to be.