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Bookmarks du 07/02/2008
Category: Conseils de lecture-
Scrum in marketing: making enterprises adaptive
Nowadays to be successful, a company has to be fast to adapt. Driven by business priorities, managers use progressive methods of product development aimed to cure the mistakes of traditional approaches. Some of these methods acquired the name of agile project management. These methods originated in R&D departments and now are introduced in marketing as well.
I’m kind of perplex with such methodology.
What’s new? Yes, marketing is all about agility, openess, focus an capacity to deliver.
Yes, project management requires planning, reporting, adjustment and alignement - as marketing is probably one of the most transversal function within enterprises.
Yes, Enterprise 2.0 sw enable marketing to better reach out customers and involve them in co-innovation projects…
But what about this Scrum methodo? Daily meetings during time periods? Is this the best way to keep teams on track and help prioritize and adjust? Not sure. There are dozen of other ways to achieve these objectives. This is called Management for me. Did I miss something?