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.
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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
- 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
- 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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