Good morning, do you know the difference between Kanban and Scrum? 

The Kanban agile framework originated in the manufacturing industry and was made popular by Toyota, according to agile expert Stacey Ackerman. It relies on empowering all team members to streamline processes and maximize efficiencies, whereas the Scrum approach involves a continuous cycle of work-sprints focused on completing the project at hand. 

“A lot of marketers have started agile marketing with no framework at all. While that may work in a really small, lean organization that is well-aligned to the agile marketing principles and values already, most marketers are transitioning from a traditional culture, and therefore benefit from a proven way of implementing agile marketing,” says Ackerman. 

In her latest MarTech Today column, Ackerman offers an overview of all the things you should consider when trying to determine which agile approach will best fit your needs. She says it’s important to look at things like your company size and culture, along with your team’s size, your ability to plan and the type of team you lead. 

“There are two main types of teams I see in agile marketing — support teams and cross-functional teams,” said Ackerman, “Content marketers are often a support team for the rest of the marketing department. These types of teams work better using Kanban because the requests come in quickly and work typically happens in the order it’s requested.” 

Cross-functional teams — which include a variety of roles from strategists to designers, developers and SEO specialists — tend to be ideal for a Scrum agile framework because they can deliver a campaign from end-to-end. 

Of course, there’s no rule that says you have to pick only one approach. Ackerman says a lot of teams end up using a hybrid of sorts based on their own needs and capabilities: “Agile marketing is all about experimentation and learning and the best teams I’ve seen are the ones where leaders allow each team in the organization to choose a framework that best resonates with them.”

Keep scrolling to read about the new no-code CDP solution from CustomerLabs. 

Amy Gesenhues,
Senior Editor


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MarTech Minute

SMBs get a no-code CDP solution from CustomerLabs

Digital marketing solutions provider CustomerLabs has launched a no-code CDP designed specifically for SMBs and smaller-sized marketing organizations. According to the company, the CustomerLabs CDP enables marketers to collect, unify, segment and sync customer data across their martech stack without having to write a “single line of code” — making it possible to unify their martech stack in a matter of hours without having to rely on developers. 

Why we care: Creating a single, unified source of customer data is a challenge for all company sizes, enterprises and SMBs alike. It is especially difficult for SMBs as they often lack the technical resources and budget to implement and manage complex data platforms. But, a no-code CDP could be a big help when implementing major digital transformation initiatives, something many SMBs are currently struggling to do. The catch is being able to manage the CDP on top of everything else SMBs are trying to accomplish these days. 

In other martech news …


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

The Voice End Game: Personalized, Relevant, Everywhere – CMS Wire

The Big Shift In Digital Video Ad Impressions – Forbes

States are leaning toward a push to break up Google’s ad tech business – CNBC

Amazon’s new AI technique lets users virtually try on outfits – VentureBeat

Free Reach, Fact-Checking And Platform Responsibility – AdExchanger

Silver Lake to buy additional $600 million stake in India’s Reliance Jio Platforms – TechCrunch

Apple releases new open source ‘Password Manager Resources’ project for developers – 9to5Mac