Using Scrum on Marketing Teams

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Information about Using Scrum on Marketing Teams

Published on January 30, 2016

Author: HowToSaaS


1. Using Scrum on Marketing Teams How the Wild Apricot marketing team increased productivity by 300%

2. Basic Principles

3. The problem with Gaant charts ● They give the illusion of control ● Poor form of forecasting ● More time is spent re-forecasting than on actual project work ● Stop using them!

4. Basics of Agile Project Management ● Based on 3 simple columns: To Do, Doing, Done

5. Kanban and Scrum ● Both are Agile frameworks, based on the same principles ● Key difference: Scrum uses Sprints, Agile sets limits

6. Key point to understand ● There is no perfect way to implement agile ● Some teams follow Scrum, some use Kanban, or both ● Create your own version ● Read these two books for more details:

7. 8 ways we implemented Agile

8. #1: Not all projects are created equal ● Each project is assigned a Fibonacci score to forecast difficulty ● This is a Fibonacci sequence: 1, 2, 3, 5, 8, 13, 21, 34, 55… ○ Each number equals the sum of the 2 numbers before it ● E.g. A landing page may get a score of 1, but an A/B experiment (more work) on a landing page will get a score of 2 ● Why is this important? To plan!

9. Our increased productivity Quarter Fibonacci score

10. #2: Each team member has limits ● Each person has an intrinsic “Kanban” limit on how much work they can do at a time ● It is critical to make sure not too many items enter each person’s “To Do” column during a sprint

11. #3: Our “Doing” column ● Is a simple Google doc ● Our weekly meeting organizes items on our Agile board

12. #4: Sprint Planning Meetings ● Items for sprint are already chosen ● Happens BEFORE sprints are actually scheduled ● Allots time for each To Do item ● Assigns owners for each To Do item ● Goal: something will be shipped at the end of the sprint

13. #5: Sprints ● Nothing enters the Sprint queue after it begins ● Be ruthless to stick to planned itinerary ● Underlying principle: create minimum viable products and ship it ● Worry about iterating afterwards

14. #6: Sprint Debriefs ● Reflection time to discuss what went well, what could have improved ● CRITICAL to the success of future sprints

15. #7: Follow-up owners ● Close the loop on what you created ● Assign owners for each item

16. #8: Add a project manager to your team Key responsibilities ● Ensures each person’s Kanban limits are never breached ● Lobbies team for which items should enter sprints ● Follows-up on key sprint items to close the loop

17. Final Thoughts ● Sprint the hardest projects ○ Having all team members on a Sprint is resource-intensive...make it count ● Hire a project manager for your team...this is the game changer ● Sprint every week ● But also slow down...if you’re running in circles, sprints are useless ● Create your own version of Scrum and Kanban

18. About How To SaaS ● How To SaaS provides cloud software companies with growth strategies ● Shiv Narayanan, Head of Marketing & Sales at Wild Apricot — the #1 membership management software for small associations and nonprofits

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