If you’ve ever found yourself dealing with a disorganized team, endless to-do lists, and a workflow that feels never-ending, then Scrum methodology might just be the solution you need.
Scrum is an agile and flexible methodology that today is applied to a wide variety of industries, including marketing.
In this article, I’ll explain where it comes from, how it works, how it’s structured, and how you can implement it in your marketing projects.
I’ll also share some basic rules and tips to help Scrum work effectively for your team.
Scrum is an agile methodology that helps teams work collaboratively, organized, and fast, delivering value consistently and improving the process with each iteration.
Unlike traditional project management methods, Scrum adapts to changes and allows for continuous adjustments, making it ideal for projects where conditions can change constantly, like digital marketing.
Scrum emerged in the 1990s within software development, thanks to Jeff Sutherland and Ken Schwaber, who defined the principles of this methodology for managing projects in an agile way.
The name “Scrum” comes from rugby, referring to how a team works together toward a common goal, moving as a unit to advance with speed and precision.
Scrum is based on short, repetitive iterations called sprints, which usually last between 1 to 4 weeks.
At the beginning of each sprint, the team defines what tasks will be carried out, and at the end, they review the results to adjust for the next cycle.
Scrum is organized into roles, events, and artifacts that give shape and order to the process.
Product Owner: This person defines and prioritizes the tasks based on the value they add to the project. In a marketing context, the Product Owner could be the campaign manager, deciding which activities should be carried out to meet quarterly goals.
Scrum Master: The facilitator of the Scrum process. They ensure that the team follows Scrum principles, removes obstacles, and continuously improves. In a marketing team, the Scrum Master could be someone who ensures deadlines and processes are met and that the team stays aligned and collaborative.
Development Team: These are the people who execute the tasks defined by the Product Owner. In a marketing team, this includes designers, copywriters, SEO specialists, social media managers, and performance experts.
Sprint Planning: Before each sprint begins, the team meets to define the tasks for that cycle. This planning is based on the project’s overall objectives, prioritizing the most important tasks.
Daily Scrum: A 15-minute daily meeting where the team answers three key questions: What did I do yesterday? What am I going to do today? Are there any obstacles? This keeps the team aligned and prevents roadblocks.
Sprint Review: At the end of the sprint, the team reviews what was completed and presents the results to stakeholders. In marketing, this could be presenting a new campaign, a results report, etc.
Sprint Retrospective: After the review, the team analyzes what went well and what can be improved for the next sprint. This space is crucial for continuous learning and team improvement.
Product Backlog: A prioritized list of all tasks or features that the team needs to complete. In marketing, this could include tasks like creating a blog, planning a social media campaign, or optimizing paid ads.
Sprint Backlog: A subset of the Product Backlog that the team commits to completing during the current sprint.
Increment: The final outcome of the sprint—work that is completed and deliverable, which should be functional and add value. In marketing, this could be launching a campaign, publishing content, or providing a key metrics report.
To make Scrum work properly, there are some key rules you need to follow:
Commitment: All team members must be committed to the sprint goals and do their part to move the project forward.
Transparency: Information about the sprint’s progress should be available to everyone. This helps identify problems in time and keeps everyone aligned.
Adaptation: If changes arise during a sprint, the team should adapt quickly. Scrum is agile, so adjustments are part of the process.
Continuous Review: After each sprint, review what was done well and what can be improved. Retrospectives are key to improving the team’s efficiency.
Scrum is perfect for digital marketing projects because it allows teams to adapt to rapid changes, test different strategies, and continuously measure results.
Here’s a concrete example of how to apply Scrum to a marketing campaign.
Product Backlog:
Create a content strategy for social media.
Develop a paid ad campaign.
Redesign the landing page to improve conversion.
Analyze the performance of organic and paid traffic.
Sprint Planning: For a 2-week sprint, the marketing team decides to focus on:
Creating the content strategy for social media.
Developing the first 10 posts for the campaign.
Sprint Backlog:
Define campaign KPIs.
Create the publication calendar.
Develop the copy and graphics for the 10 posts.
Daily Scrum: Every day, the team meets to update progress and solve obstacles, such as changes in content direction or graphic design issues.
Sprint Review: At the end of the sprint, the team presents the publication calendar and designed content to the stakeholders, who approve the material for the next phase.
Sprint Retrospective: The team discusses what went well in content creation and how they could improve the graphic design process to save time.
Define Clear Priorities: The Product Owner should have a clear vision of which tasks create the most value and prioritize them accordingly.
Set Short Sprints: In marketing, changes are constant, so 1- or 2-week sprints are ideal for quickly adapting to new trends or data.
Measure and Adjust: Use each sprint’s review and retrospective to measure your marketing campaigns’ results. If something isn’t working, change the focus in the next sprint.
Continuous Collaboration: The success of Scrum depends on open and constant communication within the team. Use tools like Slack, Trello, or Discord to keep everyone aligned and in sync.
Scrum is ideal for marketing teams that need agility and adaptability in a changing environment.
By structuring work into sprints, you can test, measure, and adjust your marketing strategies more efficiently, keeping the team aligned and motivated.
If your team is looking for a way to optimize collaboration and improve results continuously, Scrum is a methodology worth implementing.
Hey, I'm Magui Viedma
And I do a lot of things.
Here I share content about digital marketing, business, and nomadism.
📍 Argentina-based in Bulgaria.
