I currently use Shape Up for marketing activities and start a new cycle (my 9th) on Tuesday. (It should’ve been 13th but I had to take 4 cycles to help another product team at my company…)
If you treat your marketing campaigns as “fixed time, variable scope” projects with some constraints defined in the shaped work, it’s definitely doable. That said, marketing work doesn’t map exactly to product work that Shape Up focuses on.
I think the biggest benefits to Shape Up for marketing for myself:
• No backlog
• Built-in circuit breaker for marketing initiatives
• Language around appetite and making bets
Happy to chat more if you have specific questions, but since YMMV and no two marketing teams are alike, I’d experiment with it for a cycle or two and see if it fits your needs. Best of luck!