Agile Marketing Frameworks:
What Frameworks Are Used In Agile Marketing (Scrum, Kanban, Scrumban)?
Agile marketing teams commonly use Scrum (time-boxed sprints), Kanban (continuous flow), and Scrumban (hybrid). Choose based on demand patterns, approval gates, and capacity—not fashion.
The three frameworks in agile marketing are Scrum, Kanban, and Scrumban. Scrum organizes work into short, fixed sprints with a clear sprint goal; Kanban manages continuous flow using explicit policies and work-in-progress (WIP) limits; Scrumban blends both—time-boxed planning with pull-based execution. Pick the model that best fits interrupt frequency, compliance steps, and team capacity.
How To Choose Between Scrum, Kanban, And Scrumban
Framework Adoption Playbook
Roll out the right framework with clear policies, cadences, and metrics.
Step-By-Step
- Map your value stream — Visualize intake, approvals, and handoffs; surface hidden queues and blockers.
- Select the starting frame — Scrum for planned drops, Kanban for continuous requests, Scrumban for hybrid realities.
- Codify policies — Definition of Ready/Done, classes of service, WIP limits, and service-level expectations.
- Stand up cadences — Planning, daily standups/flow reviews, demos, retros, and monthly ops reviews.
- Instrument flow metrics — Track cycle time, lead time, throughput, forecast accuracy, and % blocked; display a CFD.
- Align to outcomes — Link epics to campaign KPIs, pipeline, and ROMI; rebalance capacity each review.
- Iterate quarterly — Tune WIP, policies, and cadences from evidence; evolve toward the simplest effective model.
Scrum vs. Kanban vs. Scrumban
| Dimension | Scrum | Kanban | Scrumban | Best When… |
|---|---|---|---|---|
| Planning Rhythm | 1–2 week sprints, sprint goals | Continuous; plan as capacity frees | Weekly planning + pull | Launch waves or event-based drops |
| Work Policies | Definition of Ready/Done | Explicit policies, WIP by lane | Ready/Done + WIP | Approvals and queues drive delays |
| Capacity Control | Sprint commitment | Per-column WIP limits | Commitment + WIP | Interrupts vary week-to-week |
| Measurement | Velocity, commitment reliability | Cycle/lead time, throughput, aging | Velocity + flow metrics | You need forecastable delivery |
| Change Handling | Limited during sprint | Change anytime | Balanced; urgent work can pull | Emergencies appear unpredictably |
| Team Roles | PO, Scrum Master, Team | Service owner, policy steward | Dual: product + flow | You need both governance and flow |
Client Snapshot: Matching Framework To Demand
A growth team split BAU requests into Kanban with WIP limits and kept campaign launches in Scrum. Within 12 weeks they cut cycle time 24%, raised on-time launches to 91%, and improved forecast accuracy from 58% to 80%.
Pair the right framework with strong Marketing Operations and Revenue Operations so flow translates into revenue outcomes.
FAQ: Agile Frameworks In Marketing
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