What is Agile Marketing?

What is Agile Marketing

One day, I was looking around and connecting with my long-lost colleagues on LinkedIn. And suddenly, I stumbled across a sexy buzz term called “Agile Marketing (A4M)”.

I started to question myself, what the heck is this?

Is that the same Agile I know about?

Hence, I spend a lot of time, doing research on the web. I ended up with a conclusion.

It is a big YES!!!!

Someone has taken the entire conceptual idea of Agile in Software Development and applied into Digital Marketing space. (And we did it accidentally in Pounce Digital)

After that, I had a chat with my project director. We both ended up laughing together since we never expect there is such a term! 

Moreover, we have been doing this for quite on implementing our sales and marketing process.

I am very excited to share this good news with you and explain what agile marketing is.

Let’s get moving if you are ready!

Origin of Agile Marketing

Agile marketing (A4M) was originally inspired by software development. The concept of agile methodology in software development was first invented by developers in mid to late 1990s. It has been revolutionised and disrupting the IT industry on how developers work since then.

There are four core values in Agile Software Development:

  1. Individuals and interactions over processes and tools
  2. Working software over comprehensive documentation
  3. Customer collaboration over contract negotiation
  4. Responding to change over following a plan

Back in the year 2012, there was a group of ambitious, visionary marketers come together and compiled 7 core agile marketing values:

  1. Validated Learning over opinions and conventions
  2. Customer focused collaboration over silos and hierarchy
  3. Adaptive and iterative campaigns over big-bang campaigns
  4. The process of customer discovery over static prediction
  5. Flexible over rigid planning
  6. Responding to change over following a plan
  7. Many small experiments over a few large bets

Benefits of Agile Marketing

There are sooo many good benefits of adapting agile in your current organisation. And I have come up with 7 valid key points that you can use to convince to your CMO or executives.

Here are the points below: 

  1. Increase business performance
  2. Increase transparency in marketing team
  3. Better prioritisation
  4. Able to adapt changes
  5. Results are measurable
  6. Improve communication between (or outside) marketing team
  7. Happy teams, happy life

How does Agile Marketing work?

Basically, how it works is similar to software development. Marketers are using the Scrum framework or Kanban to deliver the work in iterations and sprints.

Here is the holistic view of the Scrum Process in marketing space:

  1. Sprint Planning
  2. Sprint / Iteration cycles
  3. Sprint Review
  4. Sprint Retrospective

To learn more, please check out my other posts related to agile.

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Thank you! 🙂