The INVEST model is one of the most widely used guides for writing high-quality Agile user stories. Although it originated in software development, the principles work equally well for marketing teams when interpreted through a marketing lens.

A good marketing story should be:

I – Independent

Whenever possible, stories should stand on their own rather than depending on several other stories to be completed first.

Instead of creating one story called “Launch Spring Campaign,” consider stories such as:

• Create the campaign landing page
• Develop the customer email
• Design paid social creative
• Write the launch blog article

Each can progress independently, making planning and delivery much easier.

N – Negotiable

A story is a conversation, not a contract.

The details of a marketing story should be flexible enough for the team to determine the best solution during planning or refinement.

For example:

Less helpful:

Design a four-page brochure using these exact layouts.

More Agile:

Create a sales leave-behind that communicates the three key product benefits to prospects.

The outcome is defined, but the team has flexibility in how they achieve it.

V – Valuable

Every story should deliver value to a customer, stakeholder, or the business.

Ask:

• Does this move a campaign forward?
• Does it help customers find information?
• Does it improve engagement?
• Does it support the sales team?

If a piece of work doesn’t create value on its own, it may be better captured as a task within a larger story.

E – Estimable

The team should understand the work well enough to estimate its relative size.

If a story can’t be estimated, it’s usually because:

• There are too many unknowns.
• The scope is too large.
• More research is needed.

In these cases, create a smaller discovery or research story first.

S – Small

A story should be small enough to complete within a sprint.

Instead of:

Create the entire product launch campaign.

Try:

• Finalize campaign messaging
• Create landing page
• Write customer email
• Build webinar registration page
• Publish launch blog

Smaller stories provide more visibility and reduce delivery risk.

T – Testable

The team should know when the story is complete.

For marketing, “testable” often means having clear acceptance criteria.

For example:

Story:
Create a landing page for the webinar campaign.

Acceptance Criteria:

• Includes approved messaging.
• Registration form functions correctly.
• Mobile responsive.
• Analytics tracking enabled.
• Approved by Marketing Manager.
• Published to the website.

Everyone understands what “done” looks like.

INVEST Is a Guide, Not a Rulebook

Marketing work isn’t always linear. Some activities—such as media relations, social engagement, community management, or responding to market events—are continuous by nature.

That’s okay.

INVEST is most useful when you’re planning discrete pieces of work that can be delivered and reviewed. It helps teams write stories that are easier to estimate, easier to complete, and easier to demonstrate at the end of a sprint.

Rather than asking, “Does this perfectly fit INVEST?” ask, “Will this help our team deliver value in a smaller, clearer increment?”

That’s the real purpose of the framework.

Click here for a quick reference guide and share with your team.