Definition
While many references on Agile and Scrum, as well as Agile Marketing, don’t go into as much detail about this, it is important that we introduce the concept, because it is a core driver of prioritization in Scrum. This means, that without understanding what we mean by “business value” it will be hard to prioritize what gets done and when.
The other thing that makes business value difficult is that it can vary widely depending on the organization. While some companies may prioritize sales, others may prioritize efficiency, customer satisfaction, or other factors. It is ultimately the product owner’s responsibility to determine the definition of business value, though it is almost always tied to organization key performance indicators, or KPIs.
Get the International Best-Selling Book
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
Related Content on Agile Marketing
-
S5 | 347: How human-centric businesses win the war for talent with Paul Vian, Chief Revenue Officer at Apps Associates
Today we’re going to talk about how leading with a human-centric approach strengthens recruiting, talent retention, and business goals. To help me discuss this topic, I’d like to welcome Paul Vian, Chief Revenue Officer, Apps Associates.
-
CustomerThink: Conversational Marketing and the Customer Experience
Home » Martechipedia Wiki » Agile Marketing » Elements of Scrum » Business Value (Scrum Element) This article was originally written by Greg Kihlström for CustomerThink. You can read the original article here. Conversational marketing can have a positive impact on the customer experience by using real-time conversations to build stronger relationships with customers and …
-
S5 | 346: Winning in the subscription economy with Matthew Holman, Head of Growth and Cofounder, Qpilot.cloud
The subscription economy is growing, with the market size as of 2020 estimated to have been about $650Billion according to Statista, and projected to be over $1.5 Trillion by 2025. That’s a lot of subscriptions! For those listening, you’ve undoubtedly seen this as a consumer, and as a marketer, if your brand hasn’t already converted some of its resources towards embracing the subscription economy, many of you may either be growing a subscription program, or your brand may be considering a foray into subscriptions. Today we’re going to talk about launching, scaling, and innovating subscription programs. To help me discuss this topic, I’d like to welcome Matthew Holman, Head of Growth and Cofounder, Qpilot.cloud.
-
Key differences between Marketing Operations and a PMO
Home » Martechipedia Wiki » Agile Marketing » Elements of Scrum » Business Value (Scrum Element) Marketing operations (MOps) and a project management office (PMO) are two essential components of any organization. MOps is focused on the efficient and effective execution of marketing projects, while PMO is focused on managing projects to meet strategic objectives. …
-
S5 | 345: Optimizing the Buyer’s Experience with Leah McTiernan, DocuSign
Today we’re going to talk about the buyer’s experience, and how automation and intentional approaches can improve it, and lead to more valuable customers. To help me discuss this topic, I’d like to welcome Leah McTiernan, GVP Presales Solutions at DocuSign.
-
S5 | 344: Business Agility Tied to the Customer Experience with Kert Peterson, NextUp Solutions
Welcome to a special episode brought to you by NextUp Solutions a premier Agile services provider headquartered in Arlington, VA. They have a broad range of Agile offerings led by certified trainers and experts with backgrounds from a wide assortment of industry sectors, non-profits, and government organizations. Today we’re going to talk about business agility, and how it can be measured both internally with your employees and teams, as well as externally with customer experience and success metrics. To help me discuss this topic, I’d like to welcome Kert Peterson, Agile Coach and Trainer with NextUp Solutions. Today we’re going to talk about business agility, and how it can be measured both internally with your employees and teams, as well as externally with customer experience and success metrics. To help me discuss this topic, I’d like to welcome Kert Peterson, Agile Coach and Trainer with NextUp Solutions.