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  • a

  • "The conditions that a marketing effort or campaign must meet to be accepted by a user, customer, or external platform or channel. These are predefined requirements that must be satisfied for each task or user story."
  • "An experienced Agile practitioner who helps individuals, teams, and organizations adopt and improve Agile practices, guiding them towards self-organization, collaboration, and continuous improvement."
  • "The process of estimating the size, effort, or duration required to complete marketing stories or tasks or tasks using techniques such as planning poker, affinity mapping, or t-shirt sizing."
  • "A leadership style that promotes the values and principles of Agile, empowering teams, fostering collaboration, and enabling self-organization. Agile leaders provide guidance, support, and create an environment that promotes innovation and continuous learning."
  • "A strategic marketing approach where teams identify and focus their collective efforts on high-value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve the results over time."
  • "A set of guiding values and principles for Agile marketing initiatives, emphasizing individuals and interactions, effective campaigns, customer collaboration, and responding to change."
  • "Quantitative measurements used to track and assess team and project performance in Agile. Examples include velocity, cycle time, lead time, burnup/burndown charts, and customer satisfaction."
  • "The practice of managing and prioritizing multiple Agile projects or initiatives across an organization to ensure alignment with strategic goals and optimize resource allocation."
  • "A team meeting held at the end of an iteration or project to reflect on what went well, what could be improved, and action items for future iterations. It focuses on learning and adapting the team's practices."
  • "The process of transitioning an organization, team, or project from traditional or non-Agile methods to Agile practices, principles, and mindset."
  • "In the Spotify model, alliances refer to informal groups that individuals can join based on interest or expertise. They encourage the sharing of knowledge and cross-pollination of ideas across the organization."
  • "Tangible items produced as a by-product of Agile. Common artifacts in Agile include the backlog, sprint backlog, and increment."

  • b

  • "A defined, sized and prioritized list of marketing work."
  • "The process of adding detail, estimates, and priority to items in the Backlog."
  • "Blockers are issues or obstacles that prevent work from progressing. In Kanban, blockers are identified and made visible on the Kanban board to ensure timely resolution and prevent work from being stuck."
  • "A prioritization framework based on five factors"
  • "A visual representation of work left to do versus time. It shows the total effort against the amount of work for each iteration."
  • "Similar to the burndown chart, but it shows the amount of completed work against the total work scope, highlighting work added or removed."
  • "Business value delivered measures the value or impact of the work completed by the team. It could be quantified in terms of revenue generated, cost savings, or other key performance indicators (KPIs) aligned with the project or organizational goals."

  • c

  • "The rhythm or pattern of events a Scrum team establishes to release increments of work successfully."
  • "Groups of individuals that have similar skills and areas of expertise, encouraging learning and growth within these professional areas."
  • "Classes of service categorize different types of work based on priority, value, or urgency. Each class of service may have specific policies or rules associated with it, guiding how work of that class is handled and prioritized."
  • "The practice of continuously delivering campaigns or strategies environment in a sustainable and reliable manner."
  • "Continuous flow is the state where work moves smoothly and continuously through the workflow stages without delays or interruptions. Kanban aims to achieve continuous flow by balancing WIP, managing bottlenecks, and optimizing the overall workflow."
  • "An ongoing effort to enhance deliverables, teams or processes by making small, incremental improvements."
  • "A way to understand and quantify the economic consequences of delaying various projects."
  • "Teams composed of individuals with various areas of expertise, working towards a common goal."
  • "A cumulative flow diagram is a visual representation of the flow of work items over time. It shows the number of items in different stages of the workflow and provides insights into bottlenecks, work distribution, and overall work progress."
  • "Customer satisfaction is a qualitative measure that assesses how satisfied or happy the customers or end-users are with the end deliverables. It can be measured through surveys, feedback sessions, or NPS (Net Promoter Score) ratings."
  • "The amount of time it takes for a work item to move through the workflow process from initiation to completion."

  • d

  • "A short stand-up meeting for teams to synchronize activities and create a plan for the next 24 hours."
  • "Breaking down a user story into smaller, more manageable pieces."
  • "A shared understanding of expectations that campaigns or strategies must meet to be considered complete."
  • "A checklist that ensures all necessary criteria are met before a user story is ready to be taken into marketing initiatives."

  • e

  • "A large body of work that can be broken down into smaller tasks or stories."
  • "The process of predicting the most realistic amount of effort required to complete a task or project."
  • "Explicit policies are a set of guidelines or rules that define how work should flow within the Kanban system. These policies help ensure consistency, provide clarity on expectations, and guide decision-making."

  • f

  • "A facilitator is a person responsible for guiding and supporting Agile meetings, workshops, or ceremonies. They ensure that the sessions run smoothly, encourage collaboration, and promote active participation from team members."
  • "A strategy that promotes early discovery of errors or issues so that it can be fixed quickly."
  • "A series of numbers used in Agile estimation technique for a more realistic representation of task complexity."
  • "The smooth, fast-moving delivery of work from conception to completion."
  • "A metric that looks at the efficiency of the workflow, identifying the percentage of time work items spend actively being worked on versus waiting in queue."

  • g

  • "A Japanese term meaning "the real place."In business, it refers to the idea that to truly understand a process and its problems, one must observe it firsthand."
  • "The underlying belief that abilities and intelligence can be developed through dedication and hard work."
  • "Communities of members with shared interests that cross functionally and hierarchically within an organization."

  • h

  • "A strategic planning process where strategic goals are communicated throughout the company and then put into action."
  • "A proposed explanation for a problem, which is then tested through experimentation and data analysis."

  • i

  • "A prioritization framework based on three factors"
  • "The sum of all the completed and potentially shippable marketing stories or tasks and features at the end of a Sprint."
  • "A visible display or artifact (e.g., a physical board, electronic dashboard) that provides real-time information to the team and stakeholders, fostering transparency, collaboration, and shared understanding."
  • "A specific period in which work has to be completed and made ready for review."

  • k

  • "Japanese for "change for better."It refers to activities that continuously improve all functions and processes involved in a marketing."
  • "A visual framework used to implement Agile that shows what to produce, when to produce it, and how much to produce."
  • "A board that depicts work at various stages of a process using cards to represent work items."
  • "Kanban cadences are regular meetings or events that help facilitate the implementation"
  • "A card depicting a task or item of work on a Kanban board."
  • "Kanban meetings are regular meetings held within the Kanban framework to review the current state of work, address any issues or bottlenecks, and plan for future work. These meetings include the daily stand-up, backlog refinement, and service delivery review."
  • "Kanban metrics are quantitative measures used to assess the performance and effectiveness of the Kanban system. Common Kanban metrics include throughput, cycle time, lead time, WIP, and flow efficiency."
  • "Kanban pull signals are visual indicators used to trigger the movement of work items from one stage to another. These signals can be physical cards, tokens, or digital cues that represent the need for work to be pulled into the next stage of the workflow."
  • "A Kanban pull system is a method where work is pulled into the system based on available capacity and demand, rather than being pushed into the system based on predetermined schedules. It ensures that work is started only when there is capacity to work on it."
  • "Kanban signals are visual cues or indicators used to communicate information about the status or readiness of work items. They can be used to signal the need for new work, resource availability, or dependencies."
  • "A Kanban system refers to the overall implementation of Kanban principles and practices within an organization or team. It encompasses the use of Kanban boards, visual signals, policies, and metrics to manage and improve the flow of work."
  • "Kanban system design involves designing the Kanban system to align with the specific needs and context of the team or organization. It includes determining the workflow stages, WIP limits, policies, and visual representation on the Kanban board."

  • l

  • "The time between the initiation of a process and its completion."
  • "Lead time distribution is a statistical analysis of the distribution of lead times for completed work items. It provides insights into the typical time it takes for work to be completed, allowing the team to set realistic expectations and make informed decisions."
  • "An approach focused on minimizing waste and maximizing value."
  • "A methodology that combines Agile principles with entrepreneurial practices, focusing on creating a new product or startup by systematically testing assumptions, gathering customer feedback, and iterating quickly."
  • "A philosophy and mindset that aims to deliver value by eliminating waste, optimizing flow, and continuously improving processes. It encourages a focus on customer value and reducing non-value-added activities."
  • "Little's Law is a mathematical principle that states the relationship between work-in-progress (WIP), cycle time, and throughput. It provides a formula to calculate the average lead time or cycle time based on the average WIP and throughput of the system."

  • m

  • "The collection of marketing tasks and initiatives that are planned for future execution."
  • "The metaphorical concept of the extra work that accumulates when campaigns or strategies is developed or maintained using expedient solutions or shortcuts. Marketing debt represents the cost of rework and additional effort required to address issues in the future."
  • "The person responsible for ensuring that the marketing team delivers value to the business."
  • "A strategic document or visualization that outlines the high-level vision and direction over time. It helps communicate high level milestones and key deliverables."
  • "The smallest version that can be delivered to customers to validate assumptions, gather feedback, and learn from real-world usage."
  • "Three types of waste in Lean methodology"

  • o

  • "Objectives and Key Results, a framework used to define and track objectives and their outcomes."
  • "Outcomes are the level of performance or achievement reached, while outputs are the tangible marketing deliverables."

  • p

  • "A practice where marketers work together to learn each other’s skill sets to build out cross-functionality and expand skill sets within the team."
  • "Fictional characters, which are used to represent different user types within a targeted demographic."
  • "A consensus-based estimating technique, often used to estimate effort or relative size of tasks in campaigns or strategies marketing initiatives."
  • "Application of Kanban methodology to manage a portfolio of projects by visualizing them on a board."
  • "Explicit guidelines that describe the process, the workflow, roles, and responsibilities within a team."
  • "A prioritized list of marketing stories or tasks or deliverables that represents the requirements for the deliverable."
  • "The person responsible for defining and prioritizing the backlog, representing the customer or end user's interests, and making decisions on behalf of the stakeholders."
  • "A role or person who acts as a representative for the Product or Marketing Owner when they are not available. They help ensure smooth communication and decision-making in the Product or Marketing Owner's absence."
  • "A pull system is a key concept in Kanban that focuses on work being pulled into each stage of the workflow based on available capacity. Work is only pulled when there is capacity to work on it, ensuring a balanced and controlled flow of work."
  • "Processes where work is assigned to teams or team members, rather than pulled by the team."

  • q

  • "Quality metrics measure the quality of the deliverables, such as defect rates, customer-reported issues, or automated test coverage. These metrics help track the overall product quality and identify areas that require attention or improvement."

  • r

  • "The process of determining which marketing stories or tasks or features will be included in a specific release of a product or campaigns or strategies. It involves prioritization, estimating effort, and aligning with business goals and customer needs."
  • "A meeting held at the end of an iteration or project to review what went well, what didn't go well, and identify lessons learned for future improvement."
  • "A prioritization framework focusing on four factors"

  • s

  • "An Agile process framework for managing complex knowledge work, with an initial emphasis on campaigns or strategies marketing initiatives."
  • "A board that tracks the progress of current sprint tasks from start to finish."
  • "A facilitator for an Agile marketing initiatives team, responsible for managing the exchange of information between team members."
  • "A meeting that coordinates multiple Scrum teams when they are working on a single larger project."
  • "A team working within the Scrum framework, typically including a Scrum Master, Product Owner, and the Marketing Team."
  • "A hybrid Agile marketing initiatives framework that combines features from Scrum and Kanban."
  • "Teams that are given the autonomy to determine the best way to complete work, rather than being directed by others outside the team."
  • "A leadership philosophy that defines a leader's role as serving the needs of the team."
  • "A document that outlines what stakeholders can expect from a service provider and the responsibilities of both parties."
  • "A contract between a service provider and the end user that defines the level of service expected from the service provider."
  • "A concept from martial arts that describes the stages of learning to mastery"
  • "A time-boxed period used to research a concept or create a simple prototype."
  • "A time-boxed period, typically 1-4 weeks, during which the Marketing Team works to deliver a potentially shippable product increment."
  • "The set of product backlog items selected for the sprint, plus a plan for delivering the product increment."
  • "A meeting where the team shows what they accomplished during the sprint. Typically, this takes the form of a demo of new features or underlying architecture."
  • "A short statement of what the work will be focused on during the sprint."
  • "A meeting at the beginning of each sprint where the scrum team commits to a sprint goal."
  • "A meeting facilitated by the Scrum Master at which the team discusses the just-concluded sprint and determines what could be changed that might make the next sprint more productive."
  • "A meeting at the end of a Sprint where the Marketing Team demonstrates the work completed and gathers feedback from stakeholders."
  • "Small cross-functional teams that work in short cycles and are empowered to make decisions."
  • "Stakeholder feedback measures the input and feedback received from stakeholders, such as customers, product owners, or business sponsors. It provides insights into how well the team is meeting stakeholder expectations and helps identify areas for improvement."
  • "Parties who are invested in the execution and outcome of a project, including customers, sponsors, and users."
  • "A unit of measure used to estimate the relative effort or complexity of a user story. It represents the overall size or effort required to implement the story, often using a Fibonacci sequence (e.g., 1, 2, 3, 5, 8, etc.) for estimation."
  • "A visual element used in a Kanban board to separate different types of tasks, stages of a process, or team members’ responsibilities. It helps in visualizing and organizing work, often improving the understanding and transparency of the work in progress."
  • "Swimlanes are horizontal divisions or rows on a Kanban board that categorize or group work items based on different criteria. Common types of swimlanes include teams, projects, priority levels, or specific types of work."

  • t

  • "An estimation technique used in Scrum for broad-brush relative sizing. Tasks are categorized into t-shirt sizes"
  • "The amount of work that a team can handle during a sprint. This takes into account the team's size, availability, and past performance. Understanding team capacity helps to plan and allocate tasks realistically."
  • "Team happiness or morale is a subjective measure of the team's satisfaction, motivation, and overall well-being. It can be measured through regular check-ins, team surveys, or open discussions, and is an indicator of team engagement and collaboration."
  • "A group of marketing stories or tasks that collectively convey a larger functionality or feature within the project. Themes help organize the project work into manageable sections, usually providing strategic direction or focus."
  • "The number of units of work (tasks, stories, features) completed in a certain period. Throughput is used to measure the team’s productivity over a set period, providing insights for future planning and workflow optimization."
  • "A previously agreed period during which a person or a team works steadily towards the completion of some goal. Within Agile frameworks, certain activities have fixed timeboxes (e.g., sprint), enforcing a hard stop, and ensuring progress."
  • "Large groups or collections of squads (teams) that work in related areas. The tribe is used to foster communication and collaboration beyond the squad, helping squads within the tribe to solve larger-scale problems."
  • "Refers to a leadership structure often used in Agile organizations where three individuals share responsibilities for decision-making and overseeing specific areas. This approach ensures balance and shared accountability."

  • u

  • "A brief description of a feature from an end-user perspective. The user story defines what they need, why they need it, and any constraints. It’s designed to encourage user-focused marketing initiatives with a clear, concise goal."

  • v

  • "The sequence of activities or processes that deliver value to the customer, from the initial request or idea to the final product or service. Identifying and optimizing the value stream helps eliminate waste and improve efficiency."
  • "Value stream mapping is a technique used to visualize and analyze the end-to-end process or value stream of delivering a product or service. It helps identify areas of waste, inefficiency, and opportunities for improvement within the value stream."
  • "The series of steps that an organization uses to deliver a product or service to a customer. The concept focuses on minimizing waste and maximizing value to the customer, often visualized through Value Stream Mapping."
  • "A metric that predicts how much work an Agile team can successfully complete within a sprint or iteration. It's calculated by summing up the estimates (usually in story points) of the items completed in the iteration."
  • "An approach to planning in which the Marketing Team uses its historical velocity (the amount of work completed in previous iterations) as a basis for estimating the amount of work it can complete in future iterations."
  • "In Agile and Kanban, visualization refers to the use of visual elements to represent work items, workflows, and processes. This often involves boards, charts, and graphs, making information accessible and the process transparent to all stakeholders."
  • "The use of visual aids to represent work items and their status. This practice helps teams understand progress and bottlenecks in real-time, often using methods like Kanban boards or Scrum task boards."

  • w

  • "The tasks currently being worked on by a team. WIP limits are established in Kanban to limit the maximum number of items in different stages of the workflow, ensuring smooth flow and helping identify inefficiencies."
  • "A constraint that limits the number of work items or tasks that can be in progress at any given time on a Kanban board. It helps maintain flow, reduce multitasking, and identify bottlenecks."
  • "Work item aging refers to the amount of time a work item spends in a particular stage of the workflow. Tracking work item aging helps identify items that have been stagnant for too long and enables the team to take appropriate actions to address them."
  • "A work item aging chart is a graphical representation that shows the distribution of the age of work items in the system. It helps identify aging or stagnant items and enables the team to take action to address them."
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