I’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.
I’ve written previously about how to write user stories here. But as I’ve gained more experience implementing Agile Marketing, I’ve realized that it’s not enough to understand how to write Agile Marketing user stories. We also need a process for identifying as complete a set of useful user stories as possible. I’d like to suggest the following four step process:
- Identify your personas
- For each persona, identify the “jobs to be done”
- For each persona, identify the steps in the buyer’s journey
- Develop a matrix from the steps above
Bear with me. There’s a lot here, but if you follow the process, you’ll find that you can document 99% or more of your user stories, which will make your selling and content creation much easier and win you major brownie points with your sales staff.
I often get asked about writing Agile Marketing user stories and how they differ from developer user stories. I’ve written about it before in a two-part post on User Stories here and here. But I don’t think I’ve provided enough detail or examples, and I’d like to fix that.
I’m going to use Microsoft SQL Server as an example of a business-to-business (B2B) product. It’s a product that I’m somewhat familiar with, as I ran SQL Server marketing back in the late nineties. I’ll then walk through, step by step, the process of generating Agile Marketing User Stories for SQL Server to illustrate the process.