The Agile Marketing Alliance was formed out of a meeting called Sprint Two, where we revised and finalized the Agile Marketing Manifesto. The Agile marketers who took part in that meeting felt that Agile marketing needed an organization that would serve as a front door to all things Agile marketing, that would be an advocacy group to increase both the breadth and depth of adoption of Agile marketing, and that would be a gathering place, a community, for Agile marketers.

Jim Ewel and Melissa Reeve founded the Alliance in June of 2022.