Scrum in sales: How to apply it in your company?

Scrum in sales: How to apply it in your company?

The way in which the management of companies and their areas are seen has changed a lot lately. Before, there was a centralizing mentality, where the manager controlled the entire organization.

Based on an industrial model, this way of managing began to show very strong gaps over time. Many companies and government institutions started to spend large amounts of money and time on projects and even so, they hardly managed to finish them in a timely manner.

Worse still, most of the time, when projects were delivered, they were flawed and needed to be remodeled.

You’ve already noticed how inefficient this approach is, right?! But why am I saying this? In good times, it is common for this type of waste to go unnoticed.

As a lot of money is coming into the cash flow, there is no latent concern to allocate the resources in the best way possible. Thus, even when a project fails, no one is held responsible.

After working in the engineering area, I started to be even more certain that there was not much concern about meeting deadlines and following processes to the letter.

However, what made me even more intrigued was: even companies like the engineering company I worked at the time, despite having good engineers, had immense difficulty in meeting deadlines and delivering quality deliveries.

After studying a bit about project management, I found the answer in the most unlikely area for someone coming from the field of management science. IT was where the answer was all along.

But the solution wasn’t a super innovative system or even an untapped technology. It resided in a simple and extremely easy-to-implement management methodology, SCRUM.

SCRUM in sales: how to apply?

Before delving a little deeper into the application of SCRUM in sales department of Nova city Islamabad , I’ll tell you a little bit about the history of this method.

Previously, all projects were played on Waterfall models. In short, everything was planned and then executed. Numerous documents, GANTT diagrams and the like were written.

On paper it was all very beautiful. The only problem was that, in practice, the result never arrived consistently. Projects took years to complete and in most cases, the final cost was much higher than initially projected.

But as always, there were people who believed that projects could be run more efficiently, spending less money and time, in addition to gaining quality in delivery.

One of these people is called Jeff Sutherland and I’m going to tell you a little bit about this guy.

Who is Jeff Sutherland?

It’s amazing how small changes generate big impacts on organizations. When you migrate from an inefficient model, the results come even faster.

That’s basically what Jeff Sutherland did for the companies he went through. He has worked in the US Air Force, became a doctor and then started working with IT systems development.

It was in this specific area that he achieved great professional success. Applying the knowledge acquired in other areas through which he passed, he developed an agile management method, something that did not exist in his time.

In this way, he was able to take extremely loss-making projects that were struggling to be completed, such as the first of the ATMs, and complete them at a low cost and in record time.

He even managed to save the FBI millions of dollars in creating and implementing extremely complex software.

But how did he do it all? It’s very simple and I’ll explain it now, only applied to sales and marketing in Capital Smart City!

Why use SCRUM in marketing and sales?

We all know that marketing and sales processes, when started, are basically built on premises. A persona is defined, then a sales pitch and then the company will attack the market, either by active or passive prospecting.

In this attack, the company validates whether its assumptions are correct. It can be faulty or assertive. What’s important after this initial prospecting is to constantly iterate and gather feedback and that’s where SCRUM comes in.

When you implement SCRUM in both areas, the processes are played as follows:

  • Daily meetings of 10 minutes are held, at the end of the day, to check which were the best and worst results, in addition to the final compilation of the day;
  • Weekly meetings to define how the work has evolved as a whole, in addition to the employee passing on to his manager what has hindered the process the most.

With just two measures, the team is already able to increase its final result quite a lot. These are where the iterations take place, with managers adjusting processes in real time.

In this way, we were able to streamline the implementation of new practices within the company. It is amazing how the result arrives in the short term with only small interactions.

But there are some points that must be defined before starting to fully implement SCRUM in the day-to-day of your company. They are:

  • Set global objective;
  • Segment the entire plan into weekly activities, which will be aligned by the team on a daily and weekly basis;
  • Weekly adjustment of projects and delivery meetings.

The logic of SCRUM is that instead of carrying out a large project, several small projects are carried out, which are easier to be monitored and, therefore, have more tangible deliverables.

Now I’m going to show you step by step how to implement SCRUM in your company!

Step by step to implement SCRUM in your business

There is an order of activities that must be structured for SCRUM to generate effective results in your strategy. For example, it’s no use implementing an agile management process if your company doesn’t have well-structured processes.

SCRUM only works in a company where there are well-defined roles and a global strategy already exists. If you don’t know where you want to go, it’s no use implementing this method.

So, the first step is: implement a strategy in your company. Define where you want to go and how it will be done.

1st step – Definition of objective and strategy

Every entrepreneur, when setting up his company, has an objective. Whether he is making money, changing the world, among others, he needs to know where he wants to go. Do you agree with me?

Once he defines his objective and the strategy that will be used to get there, he must lay the foundation to leverage his business.

You realized that even to reach a goal it is necessary to set up a project, right? SCRUM serves both to implement and to maintain processes.

Now that you have defined your goal and have a strategy, what should you do?

2nd step – definition of processes to be used

In this part, I could expand on showing all the processes that must be implemented in your company for, in fact, SCRUM to be used in all your areas. But you came here to learn about marketing and sales, right?

Before implementing it, you must be aware that in the traditional sales model it will not generate any return for you. And this happens for several points. Some of them are:

  • There is no process and design to be optimized;
  • Feedback regarding sales is also not very effective, as everything is done on the basis of feeling;
  • There aren’t many metrics to look at, so deliverables will be subjective rather than objective.


It is necessary to implement the Hunters and Closers model. With it, all functions are well defined, there are individual indicators and all work is done based on methodologies, such as GPCT and SPIN Selling.

With this well-defined process, it is easy to gather feedback on the activities being done and everything that is done in everyday life is based on replicable methods.

3rd step – implement SCRUM

You already have a well-structured objective and process. Now just implement SCRUM in your company. With everything running on schedule, you should run the iterations as quickly as possible.

With the validations of processes, speeches and personas, your company will quickly start reaping results consistently.

Start performing the following activities in your company:

  • Weekly schedules;
  • Weekly and daily meetings;
  • Empower your team members;
  • Build interdisciplinary and small teams.

I’ve talked a lot about the first two points throughout the article, but now I’m just going to focus on the last two.

It is necessary to empower your entire team. They must have autonomy within the process and strategy in order to achieve the result.

If they have to ask for “blessing” to make each of their decisions, the decision-making speed is slowed down. The deliverables must be defined and the manager works as a facilitator and not as a boss.

At the end, the entire team is separated into small teams, with a maximum of 4 people. But why this number of people?

One of the points that Jeff talks about in his book and that is also verified in practice is that we cannot maintain several communication channels at the same time.

The human being can maintain only 4 channels. Anything above that, we lost productivity, as the communication speed drops considerably and the manager cannot keep up with his team on a day-to-day basis.

Do you now understand the benefits of SCRUM? I will briefly go through each of the points:

  • Weekly planning: these are small deliveries that, in addition, complete a larger project;
  • Daily and weekly meetings: serve to perform iterations and set up the process consistently;
  • Team empowerment: increases the speed of information circulation. With this functional point, it is possible to evolve faster with the activities that must be performed;
  • Setting up interdisciplinary and small teams: it is necessary not to disturb the manager’s routine, who is not able to serve the whole team at once without losing efficiency, in addition to not depending on specific team members.

And in addition to all these benefits, there is another, non-tangible one that makes all the difference in the day-to-day of the company.

We are talking about motivation!

Motivational factor: how SCRUM impacts your team’s daily life

It’s amazing how new generations can’t adapt to big companies. Many quickly find their jobs boring and end up jumping from company to company.

But why does this happen?! Just think with the following logic: we all want to do something bigger and not just fill out spreadsheets.

For a generation that wants to make a difference, having the feeling that he/she is, indeed, important for an organization, can make all the difference. And that’s where SCRUM comes in.

With it, even the feedback from interns is important for building the process. Before used to fetching coffee and taking photocopies, these team members now actively participate in building a process that drives the company’s goals!

Can you imagine how the employee starts to feel motivated? I remember that when I started to participate in processes that involved SCRUM, my motivation ran high. I started to really make a difference in the context in which I was inserted and quickly started to study more about the topic I was working on.

We know that in addition to the process, the motivational is also a company’s great differential. With SCRUM it is possible to build a culture based on results and keep your team always “blood in the eye”.

After that, do you consider not implementing SCRUM in your sales team?


Summarizing the reasons for the failure of the Waterfall model are as follows:

Long-term iterations: as the project is only executed after a long time, the company stops performing short-term iterations. So, if the final delivery doesn’t satisfy the internal teams, the company has lost an entire project;

Cost: long-term projects have a high cost and take time to generate profitability. Companies that do not have the cash to perform cash burn tend to go broke when they use the old model.

I could number many other factors, but these are the main ones. Regardless of the size of your company, it’s not very smart to set up projects and manage processes the way it used to be.