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How much thought have you given to that billboard you leased for your marketing team? What – you don’t remember? When you decided to do Agile Marketing and use Scrum, you started by creating a Marketing Backlog. OK, maybe you remember that part but you still don’t know what I’m talking about, so let me explain.
Your Marketing Backlog is not just a big “parking lot” for marketing work. In fact, it’s one of the Scrum artifacts that serves as an “information radiator.” If that term doesn’t ring a bell, then we’ve discovered the root-cause of our disconnect. Information radiators are things that expose others to information, making it something that is broadcasted as opposed to being something you have to seek out. That’s why I asked about the billboard you got for your marketing team – that’s supposed to be your Marketing Backlog.
Now that we’re on the same page, ask yourself these questions:
- Is my Marketing Backlog on display where a lot of people can see it?
- Is my Marketing Backlog organized so it’s easy to add new work?
- Is my Marketing Backlog organized and annotated so I can easily show an executive what my team is doing?
If you answered “no” to any of these, then we have a problem. Or two. Or three.
Let’s tackle the first one – if nobody sees your marketing backlog, it’s worthless. That’s like leasing a billboard in the middle of nowhere. If your Agile Marketing team can see it but nobody outside of marketing can, you’re still missing out. That’s like a billboard on a road that only your team ever drives on. Ideally, you want your Marketing Backlog somewhere that your stakeholders (like your sales team) and your execs will walk by whenever they visit your marketing team. Posting it just outside your CEO’s office could also be effective, but there are some drawbacks to that… but I digress.
If it’s not clear why you want stakeholders and execs to see your backlog, it will become crystal clear as we get to future posts about this topic – how to organize your backlog so it’s easy to maintain and how you explain and show the marketing backlog to your execs. You must learn how to walk before you run, grasshopper.
So what about you? Where do you display your Marketing Backlog today?