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Scrum For Dummies by Mark C. Layton

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Chapter 14

Business Development

In This Chapter

arrow Improving marketing agility with scrum

arrow Increasing revenue

“It is not necessary to change. Survival is not mandatory.”

— W. Edwards Deming

Business development, often referred to as sales and marketing, is fundamental to the growth and health of most any organization. After all, getting the word out for what you do, and then finding prospective clients and converting them into sales, is what keeps the motor of business running.

What’s the difference between marketing and sales? Marketing is delivering information to find prospective clients to convert through the sales process. Marketing constantly changes as new angles and methods are devised to create product or service exposure to as many people as possible.

Sales is an ongoing conversation between two or more people. It’s understanding the needs and wants of that specific individual or organization, and explaining how your product or service fills those needs and wants.

Marketing is the sky over the sales funnel.

In this chapter, I cover how scrum works within the vital roles of marketing and sales.

Scrum and Marketing

Given waterfall project management, sometimes when products are released, it’s not clear that they’re what the customer actually wants. Little to no end-user feedback ...

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