Marketingscrum; bring the entrepreneur back in the enterprise
As we know, Scrum is a good framework for IT / software development projects to learn, adapt to change and deliver great software of value, faster. We have even seen it being used in a manufacturing context (wikispeed).
In this paper you will read about scrum being used in another department in the enterprise; marketing. You will see similar principles can be just as applicable if the product is not software. There are differences but there are also a lot of similarities. We (Xebia) have successfully implemented Scrum in the marketing departments of two large companies: The Dutch AAA and ING Bank. Both companies are now using Scrum for the development of new campaigns; their full commercial expressions and even at the product development level. They wanted a faster time to market, more ownership, and greater innovation.
How did we approach and realize a transition with these goals in the marketing environment? And what were the results?