What is Agile Marketing?
Agile Marketing is an approach to marketing that takes its inspiration from Agile software development and that values:
Focusing on customer value and business outcomes over activity and outputs
Delivering value early and often over waiting for perfection
Learning through experiments and data over opinions and conventions
Cross-functional collaboration over silos and hierarchy
Responding to change over following a static plan
The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function.
Agile Marketers also support a set of principles, statements that expand upon what it means to be an Agile Marketer:
- Great marketing requires close alignment, transparency, and quality interactions with internal and external customers
- Seek out different and diverse points of view
- Embrace and respond to change to enhance customer value
- Plan only to a level sufficient to ensure effective prioritization and execution
- Take chances, and learn from your failures
- Organize in small, cross-functional teams where possible
- Build marketing programs around motivated individuals and trust them to get the job done
- Long-term marketing success benefits from operating at a sustainable pace
- Agile marketing isn’t enough. Excellence in marketing requires continuous attention to marketing fundamentals as well
- Strive for simplicity
Agile Marketers also borrow some of the processes and methodologies used by Agile software developers, including Scrum, Kanban, and Scrumban, with some differences in the details.
They seek alignment with the business aims of the organization and the sales staff, to improve communication, both within and outside the marketing team, and to increase the speed and responsiveness of marketing.
Agile marketing is iterative, allowing for short marketing experiments, frequent feedback, and the ability to react to changing market conditions.
To learn more, join us at the Agile Marketing Alliance.