Definition
The increment is how we refer to the current version or portion of the set of work we are performing. In software engineering, it is the current version of the product under development, though in a marketing context, it could be a phase of a campaign, or a version of a measurement initiative. The increment includes all of the work previously completed, as well as the items within the Sprint backlog that the team is currently working on.
Marketing teams may struggle with this item because often you can’t deliver part of one of your deliverables. For instance, if your goal is to deliver a white paper, it is not desirable to release half of the white paper. Instead, the Increment would need to include the entire white paper.
That said, a move to a more iterative process in which campaigns or other initiatives can roll out incrementally can lead to better outcomes because your learnings from initial tests can be fed back into subsequent iterations and components.
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Introducing The Agile Brand Guide to Agile Marketing Fundamentals
Understanding, Planning, and Implementing Scrum for Marketers
By Greg Kihlström with a Foreword by Jascha Kaykas-Wolff, President at Lytics
Related
- Core Items
- The Product Backlog (Element of Scrum and Agile Marketing)
- The Sprint Backlog (Element of Scrum and Agile Marketing)
- Sprint Planning Meeting (Element of Scrum and Agile Marketing)
- The Sprint (Element of Scrum and Agile Marketing)
- The Daily Scrum and Standup (Element of Scrum and Agile Marketing)
- The Increment (Element of Scrum and Agile Marketing)
- The Sprint Retrospective (Element of Scrum and Agile Marketing)
- Additional Items
- The Sprint Goal
- The Definition of Done
- The Product Vision
- The Burndown Chart
- The Business Value
- Story Points
- Kanban
Resources
- Template: Sprint Retrospective Meeting Agenda (PDF)
- Template: Sprint Planning Session Meeting Agenda (PDF)
- Template: Retrospective Meeting Agenda (PDF)
- Book: The Agile Brand Guide to Agile Marketing Fundamentals (2023) by Greg Kihlström
- Book: The Agile Brand Guide to Agile Marketing Implementation (2023) by Greg Kihlström
- Online Course & Certification: ANA Agile Marketing Certification
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