Mike Cohn’s Scrum Framework Copyright 2005 Mountain Goat Software
Adaptive Marketing Using The Scrum Framework – Diagram
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The Six Steps are as follows:
The agency and client define the objectives of the engagement and establish several key performance indicators. The first step is all bout establishing the vision with the client and producing a product backlog with the team.
The creative team is dedicated to the project for a set period of time allowing them to focus on the task. Creating the Sprint is a familiar concept to Agilists and it makes perfect sense in the context of a marketing campaign.
Steps 3 -5 are encompassed in the Empirical framework of Scrum. Ideas are rapidly developed, tested and deployed
Ideas evolve and adapt over time. Performance is closely monitored allowing the team to make adjustments.
The combination of Sprint Planning, Daily Meetings, Sprint Review and Sprint Retrospectives all support an inspect and adapt approach to marketing.
6. Sprint Review and Retrospective
Project success is determined by achieving the KPIs. The Sprint Review meeting covers the necessary KPI’s to ensure that all activities match a state of ‘done’ and whether the process and campaign were successful.
Using the Scrum Framework gives transparency to the Adaptive Marketing process, a corner-stone of the Agile approach.
Do you practice Adaptive Marketing or have you implemented Agile at Enterprise level? Have you used the Scrum Framework outside of Software Development? How did it go?