A step by step guide to running an agile marketing sprint using the Scrum methodology. Written by a Certified Scrum Master and agile marketer.

1. How to Run An
MARKETING SPRINT

2. This Guide Covers:
Why Agile Marketing?
How to Put Agility Into Practice
How to Make an Agile Marketing Team
Agile Marketing: All or Nothing?

3. WHY AGILE MARKETING?

4. Productivity & Efficiency
“applying Agile methodology typically used in software development
yields greater marketing effectiveness and efficiency.”
87% said their
teams were more
productive using
Agile
93% said adopting
Agile helped them
improve speed to
market

5. Market Share
Marketing departments who
consider themselves agile are
3X more likely
to significantly grow market share

6. Happier Employees
Employees working in
agile environments
report a greater overall
sense of satisfaction
and pride in their work.
Less turnover, less
drama. More
marketing.

7. GREAT…
NOW
WHAT?

8. AGILE THEORY: EASY
AGILE REALITY: HARD

9. SCRUM
1.Time-boxed sprints
2.Sprint planning meetings
3.Daily standup meetings
4.Transparent, visible tracking
5.Sprint review & retrospective
Common Agile
Methodology:
The Scrum method include 5 elements:

10. Precise timeframes
for achieving specific
marketing objectives.
Time-boxed Sprints

11. • 2 – 6 weeks long
• Length can’t be changed once it starts
• Allow 10-20% of your time for
unforeseen events
• Specific goals and a strict definition of
“done” must be established before it
starts
Time-boxed Sprints

12. Sprint Planning
• Start & end dates
• Team availability
• Goals & scope
• Done = ?
• Can we do what we’ve planned? Vote.
• Assign tasks and get going
Laying the ground rules for the sprint:

13. Daily Standup Meeting
Meet everyday
for 15 minutes
ONLY.
Only 3 topics:
1.What I did yesterday
2.What I will do today
3.Any blocks?

14. Whether it’s a white board or
fancy software, the team’s goals
and progress should be totally
transparent & highly visible.
Visible Tracking System

15. Review
Review what you
accomplished with
your stakeholders.
Show off a bit!
Consider your
process & how
to improve it for
the next sprint.
Sprint
& Retrospective

16. Creating an Agile
Marketing Team

17. Team
members
need diverse
skills.
Including:

18. Create and test email campaigns
Setup, engage and monitor social media
Adjust website to test new messaging
Write, edit, distribute content
Work with online advertising campaigns
Review and understand analytics & data

19. Agile Marketing:
All or Nothing

20. Moving away from traditional marketing
without a guiding system may make your
team more responsive, but it will also
create chaos.
Lack of System = Chaos

21. Go whole hog.
To Maintain Sanity…
Adopt the entire Scrum methodology.
Go
Agile!

22. GET MORE AGILE.
SUBSCRIBE TO
MARKETERGIZMO.
Our weekly newsletter, Excellence in Marketing,
offers real world advice from agile marketers,
along with digital marketing best practices.
CLICK THE LINK TO SUBSCRIBE:
www.marketergizmo.com/subscribe
Go Agile!

23. AUTHOR:
Andrea Fryrear
Content Marketer and
Certified Scrum Master
www.marketergizmo.com
@MarketerGizmo