How to Manage Marketing Projects and People (Without Going Insane)
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THE BASICS ON PM METHODOLOGY ROLES & RESPONSIBILITIES A successful marketer must be quick on their feet and quick to deliver. Many unknowns can appear during the execuon of a project, and responding to them swiſtly is more valuable than aempng to predict them before they happen. The roles of a tradional Scrum team are Product Owner, Development Team, and Scrum Master. Let's adapt these roles and apply them to our markeng team. In a modern markeng department, team members are asked to wear many hats. It wouldn't be surprising to find an markeng manager running an email campaign, building and sending the emails and coordinang addional resources as needed. The Iniave Owner "owns" the creaon and priority of all work items. They elicit requirements throughout a project and ensure each deliverable adds value towards the end goal of a project. The Scrum Master is the enforcer of all Scrum pracces. Their main role is idenfying and removing impediments that are prevenng the Execuonal Team from accomplishing their work. The Execuonal Team are the problem solvers of Scrum. The Iniave Owner explains the work items, but it is up to the Execuonal Team to create and implement the soluons, much like a development team. { AND SOMETIMES, YOU’RE ALL THREE! AGILE VS. WATERFALL ABC’s of Scrum The Although there are different roles in Scrum, they are extremely collaborave during the cycle of a project. Let's take a look at a standard Scrum cycle, from idea to delivery. AGILE WATERFALL Agile is an iterave, flexible methodology that increases visibility into projects and adapts to evolving requirements. Agile works best with smaller, cross-funconal teams. Scrum is a framework, or set of pracces, that is built around this methodology. Waterfall is a sequenal process that is followed linearly during a project lifecycle. Waterfall aempts to plan the majority of a project before kickoff, which leads to a more controlled process. The tradeoff is its inability to adapt to updated requirements. MANAGE MARKETING PROJECTS AND PEOPLE (without going insane) INITIATIVE OWNER What do they do? What do they do? What do they do? EXECUTIONAL TEAM CREATING AN AGILE TEAM SCRUM MASTER WHY DOES AGILE WORK SO WELL FOR MARKETERS? Events Coordinator Digital Markeng Manager Markeng Manager Graphic Designer Website Developer Markeng Manager Project Manager Markeng Director Markeng Manager Here's an example of the Scrum framework in acon. The execuon takes place during a 1-4 week mebox, called a Sprint, while other items are inputs or outputs in the cycle. The eight items listed here are crucial to the success of a sprint. Think of them as pieces to a puzzle: if you don't have all the pieces in place, you are not seng yourself up for a good sprint. Let's dive deeper into the pieces of the agile puzzle. STRAIGHT UP SCRUMMIN’ @myleadmd leadmd.com [email protected] 877.775.3236 LEADMD BEST PRACTICES SERIES Sprint Backlog Daily Scrum Sprint Planning Project Backlog Project Increment Sprint Retro Sprint Review Backlog Refinement Project Backlog What is it? The Iniave Owner compiles and priorizes a list of tasks to be accomplished, usually based on internal and customer requests. These backlog items are oſten grouped by a main goal or feature, like a markeng campaign. How oſten do you do this? The backlog should always be updated with tasks and priority. Sprint Planning What is it? The Scrum team meets to clarify requirements of the upcoming iniave the goal for the upcoming sprint. Starng with the most important task, the Execuonal Team commits to the tasks they believe they can complete during the sprint. How oſten do you do this? The Sprint Planning is held before every new sprint starts. Sprint Backlog What is it? Aſter the Scrum team commits to the tasks, the tasks are moved from the Project Backlog and into the sprint. This is called the Sprint Backlog, and is the sole focus of the Execuonal Team during the sprint. How oſten do you do this? The Sprint Backlog is the result of every Sprint Planning meeng. Sprint Review What is it? During the Sprint Review, the Scrum team gives a demo of what they accomplished during the sprint. The Iniave Owner ensures that the tasks that were commied to in Sprint Planning meet the requirements and goal of the sprint. How oſten do you do this? A Sprint Review is held at the end of each sprint. Project Increment What is it? This is the result of the team’s hard work during the sprint. The tasks that were completed make up one or several deliverables that add value to the iniave. Some examples are landing pages, emails, or ad designs. How oſten do you do this? Ideally, each sprint ends with one or several deliverables! Daily Scrum What is it? The Execuonal Team members are oſten working on separate tasks towards the same goal, so they meet to share progress. This brings visibility into the remaining work, and highlights any blockers in their way. How oſten do you do this? The Scrum team meets every day during the sprint. Backlog Refinement What is it? The requirements of the Project Backlog tasks are oſten not fully defined. Backlog Refinement allows the Execuonal Team to provide more detailed and technical requirements around the task, and esmate the level of effort needed to complete the work. How oſten do you do this? Sprint Retro What is it? The Sprint Retrospecve is exactly how it sounds -- a me to reflect on the sprint as a whole. As Scrum is an iterave process, the retrospecve is a dedicated me to ensure the team is always improving. How oſten do you do this? The Sprint Retro is also held at the end of every sprint. Take It Away • Marketers live in an ever-changing industry and need a flexible, adaptable process • Agile brings more visibility and accountability to your projects • Scrum is the most used agile framework, and works well for small teams charged with delivering quality work Looking for more best pracces? Good, ‘cause we have it locked, stocked, and ready to go. START LEARNING Refinement is oſten ongoing conversaons during the sprint. How To: FACING THE CHALLENGE Markeng departments face the perfect storm of issues: too-small budgets leading to too-few people with huge financial return expectaons. To keep shiſting priories in check, marketers need to adopt an agile framework, like Scrum, to bring visibility -- and producvity -- to the forefront. Visit us today at leadmd.com/marketplace
Transcript of How to Manage Marketing Projects and People (Without Going Insane)
THE BASICS ON PM METHODOLOGY
ROLES & RESPONSIBILITIES
A successful marketer must be quick on their feet and quick to deliver.
Many unknowns can appear during the execution of a project, and responding to them swiftly is more valuable than attempting to predict them
before they happen.
The roles of a traditional Scrum team are Product Owner, Development Team, and Scrum Master. Let's adapt these roles and apply them to our marketing team.
In a modern marketing department, team members are asked to wear many hats. It wouldn't be surprising to find an marketing manager running an email campaign, building and sending the emails and coordinating additional resources as needed.
The Initiative Owner "owns" the creation and priority of all work items. They elicit requirements throughout a project and ensure each deliverable adds value towards the end goal of a project.
The Scrum Master is the enforcer of all Scrum practices. Their main role is identifying and removing impediments that are preventing the Executional Team from accomplishing their work.
The Executional Team are the problem solvers of Scrum. The Initiative Owner explains the work items, but it is up to the Executional Team to create and implement the solutions, much like a development team. {
AND SOMETIMES, YOU’RE ALL THREE!
AGILE VS. WATERFALL
ABC’sof Scrum
The Although there are different roles in Scrum, they are extremely collaborative during the cycle of a project. Let's take a look at a standard Scrum cycle, from idea to delivery.
AGILE WATERFALLAgile is an iterative, flexible methodology that increases visibility into projects and
adapts to evolving requirements. Agile works
best with smaller, cross-functional teams.
Scrum is a framework, or set of practices, that is built
around this methodology.
Waterfall is a sequential process that is followed linearly during a project
lifecycle. Waterfall attempts to plan the majority of a
project before kickoff, which leads to a more controlled process. The tradeoff is its
inability to adapt to updated requirements.
MANAGE MARKETING PROJECTS AND PEOPLE
(without going insane)
INITIATIVE OWNER
What do they do? What do they do? What do they do?
EXECUTIONAL TEAM
CREATING AN AGILE TEAM
SCRUM MASTER
WHY DOES AGILE WORK SO WELL FOR MARKETERS?
Events Coordinator
Digital Marketing Manager
Marketing Manager
Graphic Designer
Website Developer
Marketing Manager
Project Manager
Marketing Director
Marketing Manager
Here's an example of the Scrum framework in action. The execution takes place during a 1-4 week timebox, called a Sprint, while other items are inputs or outputs in the cycle.
The eight items listed here arecrucial to the success of a sprint.
Think of them as pieces to a puzzle: if you don't have all the pieces in place, you are not settingyourself up for a good sprint.
Let's dive deeper into the pieces of the agile puzzle.
STRAIGHT UP SCRUMMIN’
@myleadmd leadmd.com [email protected] 877.775.3236L E A D M D B E S T P R A C T I C E S S E R I E S
Sprint Backlog
Daily Scrum
Sprint Planning
Project Backlog
Project Increment
Sprint Retro
Sprint Review
Backlog Refinement
Project BacklogWhat is it?
The Initiative Owner compiles and prioritizes a list of tasks to be accomplished, usually based on internal and customer requests. These backlog items are often grouped by a main goal or feature, like a marketing campaign.
How often do you do this?The backlog should always be updated
with tasks and priority.
Sprint PlanningWhat is it?
The Scrum team meets to clarify requirements of the upcoming initiative the goal for the upcoming sprint. Starting with the most important task, the Executional Team commits to the tasks they believe they can complete during the sprint.
How often do you do this?The Sprint Planning is held before
every new sprint starts.
Sprint BacklogWhat is it?
After the Scrum team commits to the tasks, the tasks are moved from the Project Backlog and into the sprint. This is called the Sprint Backlog, and is the sole focus of the Executional Team during the sprint.
How often do you do this?The Sprint Backlog is the result of
every Sprint Planning meeting.
Sprint ReviewWhat is it?
During the Sprint Review, the Scrum team gives a demo of what they accomplished during the sprint. The Initiative Owner ensures that the tasks that were committed to in Sprint Planning meet the requirements and goal of the sprint.
How often do you do this?A Sprint Review is held at the end of
each sprint.
Project IncrementWhat is it?
This is the result of the team’s hard work during the sprint. The tasks that were completed make up one or several deliverables that add value to the initiative. Some examples are landing pages, emails, or ad designs.
How often do you do this?Ideally, each sprint ends with one or
several deliverables!
Daily ScrumWhat is it?
The Executional Team members are often working on separate tasks towards the same goal, so they meet to share progress. This brings visibility into the remaining work, and highlights any blockers in their way.
How often do you do this?The Scrum team meets every day
during the sprint.
Backlog RefinementWhat is it?
The requirements of the Project Backlog tasks are often not fully defined. Backlog Refinement allows the Executional Team to provide more detailed and technical requirements around the task, and estimate the level of effort needed to complete the work.
How often do you do this?
Sprint RetroWhat is it?
The Sprint Retrospective is exactlyhow it sounds -- a time to reflect onthe sprint as a whole. As Scrum is aniterative process, the retrospective is a dedicated time to ensure the team is always improving.
How often do you do this?The Sprint Retro is also held at the end
of every sprint.
Take It Away• Marketers live in an ever-changing industry and need a flexible, adaptable process
• Agile brings more visibility and accountability to your projects
• Scrum is the most used agile framework, and works well for small teams charged with delivering quality work
Looking for more best practices?Good, ‘cause we have it locked, stocked, and ready to go.
START LEARNING
Refinement is often ongoing conversations during the sprint.
How To:
FACING THE CHALLENGEMarketing departments face the perfect storm of issues: too-small budgets leading
to too-few people with huge financial return expectations.
To keep shifting priorities in check, marketers need to adopt an agile framework, like Scrum, to bring visibility -- and productivity -- to the forefront.
Visit us today at leadmd.com/marketplace
