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

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

Diagram showing a Scrum framework

The Scrum framework

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

Read next: Agile MarTech Marketing for Teams

Scrum Events

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

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

Managing Marketing Work: A Snapshot

What it is: Marketing work management platforms help marketers and their teams structure their daily work to achieve their goals on time and within budget, while managing resources and facilitating communication and collaboration. Functions can include task assignments, time tracking, budgeting, team communication, and file sharing, among others.

Why it matters today. 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.

Marketers have worked to develop processes that allow them to work with people outside of their own offices, as marketing projects (campaigns, websites, white papers or webinars) often involve working with outside sources .

Additionally, with marketers having to design interfaces, write content, and create engaging visual assets, more and more marketers are adopting agile workflow practices, which often have features to support practices. agile.

What the tools do. 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. Most importantly, these systems improve process clarity, transparency, and accountability, helping marketers keep work on track.

Read next: What is marketing work management and how do these platforms support agile marketing


The opinions expressed in this article are those of the guest author and not necessarily those of MarTech. Staff authors are listed 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 journalism school, she worked as a content writer, strategist, director, and assistant marketing professor. She became passionate about agile as the best way to work in 2012 when she experimented with it for an advertising agency client. Since then, she has been a scrum master, agile coach and has contributed to many agile transformations with teams around the world. Stacey speaks at several agile conferences, has more certificates to her name than she can remember, and enjoys practicing agility at home with her family. As a lifelong Minnesotan, she recently moved to North Carolina where she’s busy learning to cook oatmeal and say “y’all.”