Scrum-tastic
SCRUM is a rugby term for a process for quickly getting an out of play ball back into play. It is also a lightweight and agile software project management methodology. Scrum is explained at a website called ControlChaos.com.
I believe SCRUM ideas should be embraced by marketers for project management.
In ControlChaos, they talk about a concept called ExtremeValue – “a business driven methodology for wringing every possible cent of value from your investments in product and systems projects. ExtremeValue differs from usual practices in that it causes functionality and value to be produced incrementally so value can be realized early and built upon, and business strategy prioritizes the sequence of functionality delivery so that the return on investment is maximized.”
What is most appealing about this concept from a marketing point of view is that it reduces risk. If the project is managed with incremental phases, it means that the investment is never greater than the cost of the increment. In otherwords, if you produce and measure the result of 30 day increments, your investment is never more than 30 days of effort.
As you learn and measure, you change direction and focus based on market feedback.
In the changing market, priorities and customers change. 30 day marketing priorities allow progress to measured rapidly — rather than waiting until requirements are finalized or plans are final.
This also means more clarity — as a marketing manager you now have direct visibility into the ongoing evolution of your marketing and you can now steer the process and make the right tradeoff’s between cost, time, quality, and functionality to deliver the most important impact as quickly as possible.
In each phase, we identify the biggest priorities that create the most value. Together, the sales and marketing team review how these priorities can be turned into progress that delivers value. The sales and marketing team then execute and review progress.
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