Agile Glossary and Terminology

Jun 24, 2021 7 min read
Agile Glossary and Terminology

Helping you on the road to success to use Agile in your business. The team here have put together some of the terminology used in the Agile Marketing world.

A - B - C  D - E - F - G - I - K - L - P - R - S - T - U - W

A

Agile Framework

An agile framework is defined as a specific software-development approach or process, based on the agile philosophy articulated in the Agile Manifesto and its twelve principles.

Agile Manifesto

The Agile Manifesto is a short document built on four values and twelve principles for agile software development. The Agile Manifesto was published in February 2001 and is the work of 17 software development practitioners. The Agile Manifesto has been adopted by software development practitioners but also by HR departments, Marketing departments and more.

Agile Marketing

Agile marketing is a tactical marketing approach in which marketing teams collectively identify high-value projects on which to focus their collective efforts, including customer satisfaction, collaboration, adapting to change, and more.

Agile Mindset

An agile mindset is attained by being agile, not just using agile methodologies and processes.It is about creating and responding to change in changing environments. It's about thinking through how you can understand what's going on in the environment, identify what uncertainty you're facing and figure out how to adapt to change.

Agile Principles

There are 12 Agile principles created by a team of software development practitioners in 2001. The Agile Manifesto outlined a set of key principles, which are designed to ensure companies prioritize the right things including customer satisfaction, collaboration, adapting to change, and more.

B

Backlog

A (product) backlog is a prioritized list of deliverables (such as new features) that should be implemented as part of a project or product development. It's a place-holder for everything that needs to get done and helps you estimate, refine, and prioritize everything you might sometime in the future want to complete not just in one sprint, but at any time.

Bottleneck

A bottleneck in business and marketing is a point of congestion in a production system (such as a marketing campaign or a computer network) that occurs when workloads arrive too quickly for the production process to handle. The inefficiencies brought about by the bottleneck often creates delays and higher production costs.

C

Content Backlog

A content backlog is a digital document where you add, rank, sort, and delete a list of all possible content ideas in order to select only the best. It’s your team’s source of content truth. Every time you have capacity to create more, draw an idea from your backlog.

D

Daily Scrum

The daily scrum, also called the ‘standup meeting’ is a short meeting designed to let the team plan out its work for the day and identify any obstacles that could impact that work. Most teams hold these meetings in the morning and limit them to 10 or 15 minutes.

Daily Standup

A time-boxed (15 minutes) meeting with the team where the same three questions are asked and answered in round-robin-style.

E

Epic

An epic is a body of work or project that can be broken down into specific tasks based on the needs of customers or end-users. Epics are an important practice for agile. An example of an epic in marketing includes a blog article like this one.

F

Facilitation

The act of facilitation is having the role of conducting a meeting. That includes creating and holding the agenda, and letting all voices be heard.

G

Ghantt Chart

This chart consists of a series of horizontal lines that shows the amount of work done or production completed in certain periods of time in relation to the amount planned for those periods.

I

Impediment

An impediment in agile is any issue or obstacle that prevents teams from completing a task or project. Examples include technical issues, lack of knowledge, a distracting workplace, and unscheduled meetings.

Iteration

Iterations are the basic building block of Agile development. An iteration for a team is a standard, fixed-length timebox. Agile teams are expected to deliver incremental value in the form of working, testing and delivery. In marketing this applies to edits in the content creation process. Each edit is an iteration.

K

Kanban

Kanban is an Agile methodology which is different from Sprint and Scrum. There is less terminology, fewer rules and different team members lead the daily discussions. A daily kanban meeting is called ‘walking the board’.

Kanban Board

Kanban boards are a management tool, either physical or digital. These boards are designed to help visualize work, limit work-in-progress, and maximize efficiency for one or more projects.

L

Lean

Lean encourages teams to deliver fast by managing flow, limiting the amount of WIP (work-in-process) to reduce context switching and improve focus. Agile teams manage flow by working in cross-functional teams on delivering one iteration at a time.

P

Product Manager

A product manager is the team member who identifies the customer’s needs and the goals and objectives. S/he supports a team to turn that vision into a reality.

Product Backlog

A product backlog is a prioritized list of deliverables (such as new features) that should be implemented as part of a project or product development. It's a place-holder for everything that needs to get done and helps you estimate, refine, and prioritize everything you might sometime in the future want to complete not just in one sprint, but at any time.

Product Owner

The product owner is a member of the Agile Team responsible for defining tasks and prioritizing the team backlog (the ‘to do list as you will) to streamline the execution of priorities within the team.

R

Release

A release is the delivery of the final version of a piece of content. ... In agile marketing, a release is a piece of content that is the culmination of several iterations. Releases can be made before the end of an iteration.

Retrospective

An agile retrospective is a practice used by teams to reflect on their way of working, and to continuously become better in what they do, improving each time they perform a tasks. At regular intervals, the team reflects on how to become more effective, then tunes and adjusts its behavior accordingly.

S

Scrum

Scrum is an agile framework that helps people, teams and organizations generate value through adaptive solutions for complex problems.

Scrum Board

A Scrum Board is a physical or virtual tool that helps Teams make Backlog items visible. The board is updated by the team and its members and shows all items that need to be completed for the current Sprint.

Scrum Master

The Agile Marketing Scrum master’s main responsibility is to make sure that the team succeeds. S/he is not the manager or boss of the team. Their responsibility is to remove obstacles to make sure that the team accomplishes their tasks in the sprint.

Scrum Meeting

A Scrum meeting refers to a meeting held by a Scrum agile team during a product's development.

Scrum Team

A Scrum Team (in marketing) is a variety of individuals working together to deliver the requested and committed content increments. Within the Scrum Framework all work delivered to the customer is done by such a team.

Scrumban

Scrumban is one of several project management frameworks. Scrumban combines important features of two popular agile methodologies: Scrum and Kanban.

Spike

In agile marketing, a spike is a story that cannot be estimated until the team runs a time-boxed investigation. The output of a spike is an estimate for the original story.

Sprint

A sprint is a defined, short period of time when a team works to complete a set amount of work. Sprints are at the very heart of scrum and agile methodologies, and getting sprints right will help your agile marketing team create better content, faster.

Sprint Backlog

The Sprint Backlog is a placeholder for tasks and projects that have been moved from the project backlog that a scrum team will commit to completing within a sprint.

Sprint Goal

A sprint goal is a definition of the main focus of the next sprint time box. It's a big picture way to think about what would be considered a success for the team to accomplish in the coming sprint that has value to customers.

Sprint Planning

A process that marketing teams can use to complete projects efficiently and effectively.

Stakeholder

The stakeholder is a person who is not part of the Scrum Team, but has an interest in and knowledge of a product or piece of content that is required for incremental discovery.

Stand Up Meeting

A 15-minute daily meeting between members of a scrum team that reviews work completed the day before, work that will be completed today, and any roadblocks they are running into.

Story

A user story is a short explanation of a feature or functionality of a product, written from a user's point of view. It is the smallest unit of product development work that can lead to a complete element of user functionality.

Story Mapping

Story mapping is putting user stories in order along two independent dimensions. It is most common for the entire team to take part in identifying and agreeing on the primary steps of the user journey and then assigning user stories beneath them.

Story Points

In an agile marketing team, product owners use story points to discuss scope of the work in upcoming sprints with stakeholders.

Sustainable Pace

A sustainable pace is what the team aims for! It is a work pace that they would be able to sustain indefinitely. This includes a firm refusal of what is often considered “normal” in the marketing industry – long work hours, overtime, or even working nights or weekends.

T

Task

Tasks are used to break down user stories even further. Tasks are the smallest unit used in agile marketing to track work. A task is usually completed by one person on the team, though the team may choose to pair up when doing the work. Typically, each user story will have multiple associated tasks.

Task Board

The task board is a visual display of the progress of the Scrum team during a sprint. It presents an overview of the current sprint backlog allowing everyone to see which tasks remain to be started, which are in progress and which are done.

Team

Group of people working together to complete projects.

Team Member

Person who is part of a team. Works together with other team members to complete projects.

Time Boxing

Time-boxing is a fixed, maximum unit of time for an activity. That unit of time is called a time box. The goal of timeboxing is to define and limit the amount of time dedicated to one activity. Scrum uses timeboxing for all scrum events.

U

User Story

A user story is a short explanation of a feature or functionality of a product, written from a user's point of view. It is the smallest unit of product development work that can lead to a complete element of user functionality.

W

WIP (Work in Progress)

Work in progress (WIP) limits are set so that there is a maximum amount of work that can exist.  WIP is present in each status of a workflow. Limiting the amount of work in progress makes it easier to identify inefficiency in a team's workflow.

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