scrum marketing podcast

Scrum for Agile Marketing – Episode 5

Traditionally marketing has an annual planning process that lays out what projects will be focused on in the next year. This typically involves associated capacity planning covering resources, agency support, third party etc to understand what you can realistically achieve in the next 12 months.

Scrum and agile marketing provide a different approach to capacity planning that facilitates regular re-planning against short term goals to maximise the value the team produces. This could potentially conflict against an annual planning approach, so how does Scrum and agile marketing align to the long-term planning that every organisation must do?

In this, our fifth podcast examining Agile Marketing, we discuss what capacity planning means when you use Scrum and how it can be balanced with an annual planning cycle, to meet those business goals and get the most out of your people.

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Dave West
CEO and Product Owner, Scrum.org

Dave is a frequent keynote at major industry conferences and is a widely published author of articles and research reports. He also is the co-author of two books, The Nexus Framework For Scaling Scrum and Head First Object-Oriented Analysis and Design.

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Featured Guests


David Carmichael
Executive, Global Solutions and Industry Marketing, Avanade

Dave leads Global Solutions and Industry Marketing at Avanade. In addition, Dave leads the Agile Marketing CoE at Avanade and is a Scrum.org certified Professional Scrum Product Owner and Professional Scrum Master.

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Simon Jones
Research Director, SiriusDecisions

Simon has more than 25 years of experience across a broad range of b2b marketing disciplines and is now focused on the strategy, process, technology and operationalisation of demand creation.


Avanade uses agile to accelerate its digital and business transformation

Avanade chose Scrum for its agile framework for flexibility to deliver a complex project.


Go agile for a business that’s more flexible, responsive and competitive.

Avanade's Journey to Enterprise Agility

Dave West, CEO & Product Owner for Scrum.org interviews Adam Warby to learn more about Avanade's journey to become an agile enterprise.

An agile marketing journey: From tribulations to triumph

David Carmichael walks us through the journey of creating an Agile marketing team at Avanade.

Next steps

Find out how our insights can be applied to help your business realise results.

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