Project management

What is Scrum, the project management framework on which agile teams rely?


Scrum organizes projects using cross-functional Scrum teams, each of which has all the capabilities needed to deliver functionality from idea to delivery.

Diagram showing a Scrum framework

The Scrum framework

The Scrum framework guides the creation of a product, focusing on the value and high visibility of progress. Working from a dynamic list of the most valuable things to do, a Scrum team takes that product from idea to delivery using the Scrum framework as a guide for transparency, inspection, and adaptation.

Read more: MarTech’s agile marketing for teams

Scrum events

Scrum is probably best known for the events or activities that occur within each sprint.

  • Sprint is the heart of Scrum. Each sprint should bring the product closer to the product goal and lasts a month or less.
  • Sprint planning by the entire Scrum team establishes the goal of the sprint, what can be done and how the chosen work will be done.
  • Daily Scrum is used to inspect progress towards the sprint goal, adjusting the planned work ahead.
  • Sprint Review – The entire Scrum team inspects the sprint result with stakeholders and determines future adaptations. Stakeholders are invited to comment on the increase.

Snapshot: Marketing work management platforms

Work environments have changed dramatically due to the COVID-19 pandemic. This has increased the need for work management tools that help marketers navigate these new workflows.

Fortunately, many marketers have worked on developing processes for them to work with people outside of their own offices. Marketing projects (campaigns, websites, white papers, or webinars) often involve working with external sources.

The pandemic brought all of these changes to a climax, as projects had to be completed by an isolated workforce in their home offices. Societal changes have increased the need for businesses to accelerate their digital transformations as more and more interactions have gone digital.

These changes are forcing marketers to design interfaces, write content, and create engaging visual assets. That’s why marketers adopt agile workflow practices. In fact, 42% of marketers surveyed in a report from AgileSherpas and Aprimo said they were using Agile in 2020, up from 32% in 2019.

All of these changes have increased the need for marketing work management software, which optimizes and documents the projects undertaken by digital marketers. They often integrate with other systems such as digital asset management platforms and creative suites. But more importantly, these systems improve process clarity, transparency and accountability, helping marketers keep their work on track. Find out more here.

About the Author

Stacey knows what it’s like to be a marketer, after all she’s one of the few agile coaches and trainers to get her start there. After graduating from a journalism school, she worked as a content writer, strategist, director and assistant professor in marketing. She became passionate about agility as a better way to work in 2012 when she experienced it for a client of an advertising agency. Since then, she has been a scrum master, an agile coach and has helped many agile transformations with teams across the world. Stacey speaks at several agile conferences, has more certificates to her credit than she can remember, and enjoys practicing agility at home with her family. As a longtime Minnesotan, she recently moved to North Carolina where she is busy learning how to cook oatmeal and saying ‘you all’.

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