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Agile Marketing

Agile Marketing is an approach to marketing that takes its inspiration from Agile software development and that values. 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.

10 principles

  • Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems and creates value
  • We welcome and plan for change. We believe that our ability to quickly respond to change is a source of competitive advantage
  • We deliver marketing programs often, from every couple of weeks to every two months, with a preference to the shorter timescale.
  • Great marketing requires close alignment with the business, sales and development
  • Motivated individuals build great marketing programs. Give them the environment and support they need, and trust them to get the job done.
  • Learning, through the build-measure-learn feedback loop, is the primary measure of progress
  • Sustainable marketing requires you to keep a constant pace and pipeline
  • Don’t be afraid to fail; just don’t fail the same way twice
  • Continuous attention to marketing fundamentals and good design enhances agility.
  • Simplicity is essential.

6 Values

  • Responding to change over following a plan
  • Rapid iterations over Big-Bang campaigns
  • Testing and data over opinions and conventions
  • Many small experiments over a few large bets
  • Individuals and interactions over one size fits all
  • Collaboration over silos and hierarchy