Agile Marketing: Learn the Lingo

By Celerity View Comments

Agile DefinitionA too-long to-do list is a daily reality for most marketers. The larger issue, however, comes from that long list of tasks lacking prioritization and coordination with others on your team, resulting in time spent on the wrong tasks and missed project deadlines. Agile Marketing offers a compelling solution to this problem and helps marketing teams, both big and small, accomplish projects faster through improved communication, transparency, and innovation.

Adopting its core tenants from Agile software development, Agile Marketing is a work management methodology that can help a team work faster, leaner, and more strategically through short bursts of work and frequent feedback. Agile helps to prioritize and execute projects more quickly and helps to bridge gaps between IT, Marketing, and the Business.

Before you get started, though, you must learn how to SPEAK Agile. As you start researching and planning your team’s adoption to Agile Marketing, here’s a handy reference of the terms you’ll come across and what they mean:

Meet the Team:

  • Scrum Team: A cross-functional team of marketers, which could consist of marketing operations, content, and design. Typically, the team should consist of five to nine people.
  • Scrum Master: A servant-leader that flattens the hierarchy and coaches colleagues to help them improve. They protect the team from distractions and help them become fully functional and productive. They are responsible for the “how.”
  • Requestor: Anyone who requests work from the Scrum Team. This can be either an individual person or a group of people.
  • Team Member: Anyone who contributes to the Scrum Team – including the Scrum Master.

Meet the Process:

  • Daily Stand-Up: A short daily meeting with scrum team to go over priorities for the day. 
  • Backlog: An evolving list of work requests, tasks, and subtasks—often expressed in terms of prioritized by the requestor—that tells an Agile team what to work on first.
  • Story: A high level definition of a work request which is assigned a point value based on the hours it will take to complete it. Requests are converted into stories before they move from the backlog to the sprint.
  • Sprint: An iteration or uninterrupted period of time during which an Agile team works together to complete a list of stories from the backlog, usually two to four weeks long.
  • Storyboard: A visual representation of the stories or sprints being worked on. A storyboard can be virtual or physical and shows each story progressing from the backlog, to in-process, to the review stage, and finally its completion.

Can you envision your team adopting this new lingo? Now that you know how to speak Agile, you’re one step closer to starting up your Agile Marketing machine. To take a deeper dive into Agile concepts and strategies, visit our Agile Development Methodology page.

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Posted in: Agile Development, Agile Marketing