Launch Cycle

The Launch Cycle is a repeatable cadence for delivering valuable marketing experiences early and often.

#1 Marketing Backlog

The Marketing Backlog is an ordered list of prioritized work that the agile team will pull from to work on in their Launch Cycle. The backlog is emergent, not static, and changes as new information is learned. Marketing Backlog items are often written as Customer Stories.

#2 Cycle Planning

The team collaborates and plans for the work they intend to launch during a 5 or 10 day cycle. The goal is for everyone on the team to commit to what work they plan to launch and to discuss how they're going to work together to achieve that goal. The team synchronizes timing around their work and understands everything involved to deliver customer in this launch.

#3 Daily Huddle

The team huddles for a short, set time each day. This should feel more like a football team huddling to make its next play than a status update. The team coordinates timing on work in progress, shares any updates or feedback from campaigns in flight, and asks for help from team members. The goal is to make progress towards the work they plan to launch during the cycle.

#4 Team Showcase

This is an event where the team can showcase the work the completed in the Launch Cycle and get feedback from stakeholders. Additionally, the team shares any relevant performance metrics in order to learn through experiments and data over opinions and conventions. The group also reviews the Blueprint to see if priorities for future work have changed. If feedback is valuable, the team re-prioritizes and adds or removes items from the Marketing Backlog.

#5 Team Improvement

A collaborative session for team members to look at continuous improvement. The goal is to find a small action item that the team can implement in the coming cycle to improve how they work together. Reflecting back at their most recent Launch Cycle helps the team learn from actual events.