Terms

Scrum

Scrum is an agile framework that helps teams structure and manage their work through a set of values, principles, and practices. Inspired by the rugby play of the same name, it encourages teams to learn through experience, self-organize while working on a problem, and reflect on their wins and losses to continuously improve.

Key Roles in Scrum

A Scrum team is a self-organizing unit with three specific roles designed to optimize flexibility and productivity. Each role has distinct responsibilities, but they all collaborate closely to deliver the product incrementally. This structure ensures clear accountability and focus.

  • Product Owner: Manages the product backlog and represents stakeholder interests.
  • Scrum Master: Facilitates the Scrum process and removes impediments for the team.
  • Development Team: Builds the product increment and possesses all the skills to do so.
  • Scrum Team: A cohesive unit comprising the above roles, collectively responsible for the outcome.

Scrum Artifacts

Scrum artifacts are key pieces of information that help define the product and the work required to create it. They provide transparency and create opportunities for inspection and adaptation. These artifacts ensure the entire team and stakeholders are aligned on goals and progress.

  • Product Backlog: The master list of all work needed for the product.
  • Sprint Backlog: A subset of items selected from the product backlog for a specific sprint.
  • Increment: The usable end-product from a sprint, representing a step toward the product goal.
  • Definition of Done: A shared understanding of what it means for work to be complete.
  • Transparency: The core purpose of artifacts, ensuring all work is visible to everyone.

Scrum vs. Kanban

While both are agile frameworks, Scrum and Kanban offer different approaches to managing work and delivering value.

  • Scrum: This framework uses fixed-length sprints and defined roles, making it ideal for complex projects requiring structure. Its clear processes ensure transparency, but the required cultural shift and numerous ceremonies can be challenging for some teams. Enterprises often prefer Scrum for its consistency across teams.
  • Kanban: This method is more flexible, focusing on continuous workflow and visualizing tasks on a board. Its main advantage is ease of adoption, as it's less of a fundamental shift. However, its lack of structure can lead to ambiguity. It's often preferred by teams needing a more adaptable process.

Benefits of Using Scrum

Scrum excels at helping teams adapt to changing conditions and user needs. Its iterative approach uses short release cycles for constant learning and improvement. This incremental delivery ensures teams can quickly pivot and deliver higher value to customers.

The framework also promotes transparency, clear communication, and collective ownership. Empowering cross-functional teams to self-organize reduces bottlenecks and increases resilience. Regular feedback loops keep the team motivated and stakeholders aligned on progress.

Common Challenges in Scrum Implementation

Implementing Scrum is a significant undertaking that often requires a major cultural shift. Teams can struggle with the new ceremonies and the need for deep-seated trust and transparency. Navigating these issues involves understanding the inherent trade-offs.

  • Structure: While Scrum’s defined ceremonies provide clarity and regular check-ins, some teams find them repetitive. Without proper adaptation, this structure can become a source of friction rather than a benefit.
  • Culture: The shift to self-organizing teams fosters collective ownership but can be difficult to achieve. It requires overcoming resistance to new roles and building a foundation of trust and openness.

Frequently Asked Questions about Scrum

How long is a typical sprint?
Sprints are typically two to four weeks long. This fixed duration allows the team to deliver a usable product increment consistently, providing a regular cadence for planning, execution, and review. The length is chosen to be short enough to adapt to changes quickly.

Can Scrum be used for non-software projects?
Absolutely. While it originated in software development, Scrum's principles of iterative progress and continuous improvement are effective for marketing, sales, and other complex projects. Its adaptability makes it a versatile framework for various industries.

What's the difference between a Scrum Master and a Project Manager?
A Scrum Master is a servant-leader who facilitates the Scrum process and removes impediments for the team. A traditional Project Manager focuses more on planning, resource allocation, and managing timelines, often with a more directive approach.

Other terms

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Ideal Customer Profile

An Ideal Customer Profile (ICP) is a detailed description of the perfect, hypothetical company that would get the most value from your product.

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Sales Manager

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Sales Manager

Firmographics

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Sales Enablement Technology

Sales enablement technology refers to software and tools that equip sales teams with the resources they need to close more deals efficiently.

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Trusted Advisor

A trusted advisor is an expert who builds a deep client relationship by consistently prioritizing their best interests over any single transaction.

Trusted Advisor

Rapport Building

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Bad Leads

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Employee Engagement

Employee engagement is the emotional commitment an employee has to their organization, motivating them to contribute to the company's success.

Employee Engagement

Channel Marketing

Channel marketing is a strategy where a company sells its products or services through third-party partners, like resellers or affiliates.

Channel Marketing

Digital Contracts

Digital contracts are legally binding agreements created, signed, and stored electronically, offering a faster, more secure alternative to paper.

Digital Contracts

Marketing Automation Platform

A marketing automation platform is software that automates marketing actions. It helps manage tasks like email campaigns and lead nurturing.

Marketing Automation Platform

Google Analytics

Google Analytics is a web analytics service that tracks and reports website traffic, offering insights into user behavior and marketing effectiveness.

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Lead List

A lead list is a curated database of potential customers (leads) with contact information and other key data for sales and marketing outreach.

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Trademarks

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B2B Sales

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High Availability

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Omnichannel Sales

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Request for Information

A Request for Information (RFI) is a formal process for gathering information from potential suppliers before issuing a more detailed proposal.

Request for Information

Forecasting

Forecasting uses historical data to make informed predictions about future trends, helping businesses anticipate outcomes and plan accordingly.

Forecasting

Objection Handling

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Objection Handling

NoSQL

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NoSQL

Segmentation Analysis

Segmentation analysis is the process of dividing a broad market into smaller, distinct groups of consumers with similar needs or characteristics.

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Sales Velocity

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Sales Velocity

Canary Releases

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Canary Releases

Content Syndication

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Content Syndication

B2C2B

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B2C2B

Cold Email

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Cold Email

Siloed

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Siloed

Objection Handling in Sales

Objection handling in sales is the process of responding to a prospect's concerns about a product or service to move the deal forward.

Objection Handling in Sales

Content Curation

Content curation involves gathering, organizing, and sharing the most relevant online content on a specific topic for a particular audience.

Content Curation

Account Click Through Rate

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Account Click Through Rate

Cost Per Impression

Cost Per Impression (CPI) is the price an advertiser pays for each time their ad is displayed to a user, irrespective of clicks.

Cost Per Impression

X-Sell

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Interactive Voice Response

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Digital Analytics

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WordPress

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WordPress

Video Messaging

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Webhooks

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Account-Based Sales Development

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LinkedIn Sales Navigator

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LinkedIn Sales Navigator

Business Continuity

Learn about business continuity, including understanding key components, steps to ensure continuity, common challenges, & best practices.

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Private Labeling

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Private Labeling

User Experience

User Experience (UX) refers to a person's overall feelings and perceptions while interacting with a product, system, or service.

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Data Encryption

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Data Encryption

Sales Territory Planning

Sales territory planning is the process of dividing customers into geographic areas to be assigned to specific sales reps or teams.

Sales Territory Planning

Marketo

Marketo is a marketing automation platform used by B2B marketers to manage lead generation, nurturing, email marketing, and analytics.

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Channel Partner

A channel partner is a company that works with a manufacturer or producer to market and sell their products, software, or services to customers.

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Marketing Attribution Model

A marketing attribution model is a framework for assigning credit to the marketing touchpoints that lead a customer to convert.

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GTM

A go-to-market (GTM) strategy is an action plan that outlines how a company will reach target customers and achieve a competitive advantage.

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Complex Sale

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Drupal

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MOFU

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Predictive Analytics

Predictive analytics uses historical data, statistical algorithms, and machine learning to identify the likelihood of future outcomes.

Predictive Analytics

Video Selling

Video selling uses personalized video messages to engage prospects, build rapport, and guide them through the sales funnel to close more deals.

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Data Security

Data security protects digital information from unauthorized access, corruption, or theft throughout its entire lifecycle.

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Closed Opportunities

Closed opportunities are potential deals that have concluded. They are categorized as either 'closed-won' (a sale was made) or 'closed-lost'.

Closed Opportunities

Performance Plan

A performance plan is a formal document outlining an employee's goals, expectations, and metrics for success over a specific period.

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Sales Enablement

Sales enablement provides sales teams with the necessary tools, content, and information to help them sell more effectively and efficiently.

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Personalization

Personalization is the practice of using data to tailor products, services, or content to an individual's specific needs and preferences.

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Data Privacy

Data privacy is an individual's right to control their personal information, including how it's collected, processed, stored, and shared.

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B2B Marketing KPIs

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Lead Scoring

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Digital Rights Management

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Digital Rights Management

Sales Demonstration

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Sales Demonstration

Sales Enablement Content

Sales enablement content refers to the materials and tools that empower your sales team to engage prospects and close deals more efficiently.

Sales Enablement Content

Mobile App Analytics

Mobile app analytics involves collecting and analyzing data from mobile apps to understand user behavior and optimize the app's performance.

Mobile App Analytics

Call for Proposal

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Yield Management

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Tokenization

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Tokenization

Direct Mail

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Direct Mail

SFDC

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Quarterly Business Review

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Quarterly Business Review

No Forms

No Forms is a method for capturing lead data directly from your website visitors' profiles without requiring them to fill out any forms.

No Forms

FAB Technique

The FAB technique is a sales framework connecting product features to advantages and then to the specific benefits for the customer.

FAB Technique

Inside Sales Metrics

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Inside Sales Metrics

Multi-threading

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Multi-threading

Progressive Web Apps

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Dynamic Segment

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Dynamic Segment

Representational State Transfer Application Programming Interface

A Representational State Transfer (REST) API is a web service that uses a simple, stateless architecture for systems to communicate online.

Representational State Transfer Application Programming Interface

Process Builder

Process Builder is a Salesforce automation tool that lets you create 'if/then' business processes with a user-friendly visual interface.

Process Builder

Cybersecurity

Cybersecurity is the practice of protecting computer systems, networks, and data from digital attacks, theft, and unauthorized access.

Cybersecurity

Data Visualization

Data visualization is the practice of translating information into a visual context, like a map or graph, to make data easier to understand.

Data Visualization

Targeted Marketing

Targeted marketing focuses on specific consumer groups whose needs align with your product, allowing for more personalized and effective messaging.

Targeted Marketing

Account Mapping

Account mapping is comparing your customer list with a partner's to find common prospects and unlock new sales opportunities.

Account Mapping

Remote Sales

Remote sales is selling from a distance. Reps use digital tools to connect with prospects and close deals without meeting them in person.

Remote Sales

Soft Sell

A soft sell is a low-pressure sales tactic that uses subtle persuasion and relationship-building to gently guide customers toward a purchase.

Soft Sell

Lead Nurturing

Lead nurturing is the process of developing and reinforcing relationships with buyers at every stage of the sales funnel.

Lead Nurturing

Outside Sales

Outside sales reps sell products/services in person, traveling to meet clients and close deals face-to-face, outside of a traditional office.

Outside Sales

Weighted Sales Pipeline

A weighted sales pipeline forecasts revenue by assigning a closing probability to each deal, giving a more accurate picture of potential income.

Weighted Sales Pipeline

Accessibility Testing

Accessibility testing is a software testing method that verifies an application is usable by people with disabilities, like vision or hearing loss.

Accessibility Testing

Decision Maker

A decision-maker is an individual with the authority to make significant choices for a company, especially regarding purchases or strategy.

Decision Maker

Customer Retention Rate

Customer Retention Rate (CRR) is the metric that measures the percentage of customers a company has kept over a specific period of time.

Customer Retention Rate

HubSpot

HubSpot is a customer relationship management (CRM) platform with tools for marketing, sales, and service, all aimed at helping businesses grow.

HubSpot

Event Tracking

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Event Tracking

Upsell

Upselling is a sales tactic encouraging customers to purchase a higher-end version of a product or related add-ons to boost revenue.

Upsell

Customer Acquisition Cost

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Customer Acquisition Cost

Buying Criteria

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Buying Criteria