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09-23-2019, 11:56 AM
(This post was last modified: 09-23-2019, 11:57 AM by turbulentboris.)
This has long been the epicenter of agility and a commonly referenced document. However, it’s pretty software specific, so in 2012 a group of marketing evangelists came together to reinvent the manifesto to closer resonate with the marketing world.
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In software, the Scrum framework has been the most common way to practice agile. With Scrum, teams work in a timebox called a sprint. The most common sprint cycle is two weeks. The Scrum cycle is a repetitive, continuous way to work and has built-in ways to inspect and adapt your work and your process along the way.
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Another popular framework is Kanban, which came from the manufacturing world at Toyota. This production system way of working is about the continuous flow of work through a system, visualizing your work, seeing where your flow might be experiencing bottlenecks and changing your process to increase productivity.
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Kanban has branched out of the manufacturing world and has been used as another method for applying agility to an organization. It’s commonly used for customer service teams, business teams and even in people’s personal lives to manage their small business or home life.
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Most marketers are using a hybrid approach, meaning they are taking some of their favorite practices from both the Scrum and Kanban methods.
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A marketing owner has a big responsibility to work with customers and stakeholders, prioritize the work for the team and continually change the plan as more information is learned from experimentation. This role also helps the team with its process, becomes the organizational evangelist for change and keeps the team empowered and productive.
