The Role of the Marketing Owner in Agile Marketing

marketing ownerEvery time I teach Agile Marketing, I learn something new. Last week, I was teaching a class in Northern Ireland, and one of the students asked me to clarify the difference between the product owner and what she called the “Agile owner”.

I didn’t really understand her question until she clarified that the product owners for the development sprints resided in marketing. She felt, and I think she’s right, that it’s too much to ask these product owners to take on the additional role of setting priorities for the marketing sprints.

Who should take on this role? Let’s call this person the Marketing Owner, to distinguish them from the Product Owner. [Read more…]

Epics, User Stories and Tasks

Epics, user stories and tasksI’ve been thinking a lot about the relationship between Epics, User Stories and Tasks in the practice of Scrum and particularly how those relationships are different for marketers compared to developers.  Those differences have led me to conclude that marketers who practice Scrum need a fourth construct, which I call a deliverable. [Read more…]

Case Studies in Agile Marketing

I get asked quite often “Are there any case studies of companies adopting Agile Marketing?”

I’ve maintained an informal list for years, but never published it.  So here you go: this is my list of companies that I’m aware of that are practicing Agile Marketing.  If you know of other companies, particularly if they have spoken publicly about their experiences with Agile Marketing, please let me know through the comments or through the contact page. [Read more…]

The Cadence of Agile Marketing

MetronomeI believe that one of the under-appreciated aspects of Agile Marketing, particularly for those teams that practice Scrum, is the value of cadence. Let me explain. [Read more…]

Teaching Agile Marketing in Russia

Agile Marketing RussiaI just returned last night from Moscow, where Roland Smart and I taught Agile Marketing to 19 students.  It was a fantastic experience and one that says a lot about the thirst for knowledge of Agile Marketing, not only in Russia, but around the world. [Read more…]