What is Agile Marketing? An Overview of it

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Jan 31, 2024

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Agile marketing requires marketing teams to concentrate on the most important initiatives and work together to finish them. It was developed in 2012 during the course of a 48-hour conference and offers a less strenuous method of marketing. This article clarifies the foundations of the Agile marketing technique and aids readers in deciding if Agile is the best solution for their needs. By the end, you will know What is Agile marketing, various examples of agile marketing and also about the agile marketing process. 

What is Agile Marketing?

Agile marketing is a tactical approach to marketing that involves identifying high-value projects for marketing teams to focus their collective efforts. This approach is characterised by self-organisation, experimentation, and delivering work in short bursts, making it fast-paced by nature. Agile marketing teams typically use sprints, which are brief, fast-paced mini-projects, to complete their work. Sprints allow managers to test teams and assess how well they cope with the pressures of fast-paced work. After each sprint, managers can evaluate the project's success and use those findings to continuously improve results on upcoming projects. Agile is a project management methodology that emphasises speed and dynamism, in contrast to Kanban methodology which prioritises smooth workflow, and Waterfall methodology which uses top-down rigidity.

The process of Agile marketing?

Agile marketing has a foundation of frequent output and regular recalibration, carefully planned to allow for experimentation. This approach prioritises audiences as a core principle, allowing marketers to react quickly and implement precise targeting. Agile teams may find that a project did not provide enough value and decide not to repeat it. For some, this may mean loss, but actually, it can be considered a significant victory. By learning from failures and identifying what should not be done in future projects, Agile marketing teams can produce even better projects in the future. The following values underpin the way Agile marketing teams operate:

  • Focus on the highest-value projects
  • Self-organising teams
  • Delivering work in short, fast-paced bursts
  • Continuous improvement
  • Experimentation and learning
  • Prioritising audience needs
  • Collaboration and communication
  • Responding to change quickly and effectively.

Utilising Agile for marketing

It's crucial to have a thorough plan in place that supports your approach in order to maximise the advantages of Agile marketing. Prior to selecting how to carry out your task, a plan should be devised. It may be produced through top-down or collaborative techniques, but in the end, it must be in place to give the team a road map.

You can execute your plan with agile marketing, regardless of how it was created. By doing this, you can be confident that your team is constantly prepared and capable of delivering agile performance. You may develop a flexible and responsive approach that enables you to respond rapidly to changes in the market and client demands by integrating your strategy with Agile methodology. This may result in improved outcomes and higher returns on your marketing expenditures.

How to implement Agile marketing methodology

Agile marketing has a unique set of terminologies and language that defines its methods. Although each marketing department might have its own specific approach that suits them best, the following features are common to all Agile marketing implementations:

  • Sprints- A marketing team works to finish a current project or a group of related activities within a sprint, which is a predetermined amount of time. A sprint normally lasts two to six weeks but can last longer. The team may break a large project into smaller components and work on them over the course of several sprints if it cannot be finished in a single sprint. By doing this, they can keep the project on track and focused, as well as foster a culture of continual development. Teams work together and communicate often throughout each sprint to make sure they are on pace to meet their objectives. This permits them to modify their strategy and the project as necessary to raise the calibre and effectiveness of it.
  • Stand-up meetings- The agile approach encourages daily stand-up meetings when team members convene for a brief and concentrated meeting that lasts no longer than 15 minutes. Each team member summarises what they accomplished the day before, what they want to work on today, and any problems or obstacles they may be encountering during the meeting. This keeps everyone updated and guarantees that everyone in the team is focused on the same objectives. The daily meetings are a crucial component of the Agile process and are intended to promote team member responsibility, transparency, and cooperation.
  • Board to track project progress- A centralised tracking method, such as a traditional whiteboard with sticky notes, a Kanban board, or specialised software, is necessary to efficiently organise your sprint. This system makes sure that everyone on the team is informed of how the sprint is going and is able to see and resolve any problems as they emerge. A centralised tracking system also makes it easier for team members to collaborate and communicate and gives insight into the project's overall progress. The tracking system selected will depend on the tastes and needs of the team, but its significance in guaranteeing the sprint's success cannot be emphasised.
  • Teamwork- Agile marketing holds everyone on the team—not just the person allocated to a project—responsible for the success or failure of a sprint. This strategy encourages cooperation and teamwork, as participants help one another to accomplish common objectives. Some of the qualities like shared responsibilities, encouraging group ownership, and accountability together constitute the core of the Agile methodology which provides the project's results. Team members should stand up for one another instead of working independently or in silos. By embracing this collaborative culture, teams can overcome obstacles and deliver high-quality work on time. 

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What can an Agile marketing department do?

Using the methodologies developed by developers and customising them for your team can provide you with innovative ways to achieve your marketing objectives. By going beyond traditional marketing processes you will be able to find new ways to work smarter, not harder.

Agile marketing empowers you to:

  • Respond rapidly to market changes and shifting Agile trends
  • Create quick campaigns that can be tested and optimised to achieve optimal results
  • Experiment with new ideas and repeat successful strategies
  • Leverage insights and resources from other departments to enhance your marketing efforts
  • Use data-driven insights to justify campaign decisions and project choices
  • Encourage collaboration and teamwork to overcome silos and biases in marketing

By embracing agile marketing on a project-by-project and sprint-by-sprint basis, you can unlock endless possibilities and achieve exceptional results.

Is Agile marketing right for me?

Assess your team's existing marketing strategy before implementing Agile marketing to find any areas of rigidity or inflexibility that could be harming your KPIs. Before spending time and money on training or tools, it's critical to comprehend why you want to use an Agile strategy and how it may help your team.

Reducing the load on your team should be your first focus if your team is experiencing difficulties with heavy workloads and high turnover rates. Adopting a method like Scrum, which necessitates significant upfront education or role changes, may, however, increase the stress.

If your team is solid, you might want to think about using a market-competitive technique like Scrumban. Setting up structure and limits can also assist in managing outside disruptions that can cause your initiatives to fail.

The technique you use should ultimately be in line with your aims and objectives for implementing Agile marketing. You may choose a strategy that will help your team and organisation the greatest by carefully taking into account the demands and conditions of your team.

What are the wider business benefits?

The benefits of Agile Marketing and methodology can even be seen in broader terms :

  • Agile methodology can help organisations avoid working in silos in marketing.
  • Marketing should be integrated at every level of a modern organisation, and relationships with other departments must influence Agile transformations.
  • Agile methodologies can be utilised beyond marketing, and teams like sales and operations can adopt Agile methods for faster collaboration.
  • Agile processes can be used by marketing departments to set and hit deadlines, leading to easier continuous improvement and more autonomy for the team.
  • Workflow adjustments with tools like WIP limits used in Kanban and Scrumban can get quicker results, but they require an independent team.

Team members are key to making it work

  • The success of a project depends on the individuals in your team, regardless of the methodology used.
  • When choosing an Agile marketing transformation approach, it's essential to consider the capabilities and strengths of your current team.
  • It's important to be realistic about the skills and experience of your team and choose a methodology that suits their abilities rather than one that may be too advanced or challenging.
  • Making a smart choice based on your team's strengths can increase the likelihood of successful implementation and completion of the project.
  • It's also crucial to provide necessary training and support to help team members develop new skills and adapt to the new methodology.
  • Failing to consider the team's abilities can lead to frustration, burnout, and project failure, which can have a negative impact on the company's overall success.

Are my marketers willing to go Agile? 

Before applying the Agile approach, evaluate your team's openness to change. Consider their openness to trying out novel ideas, and be prepared to start with a simpler technique like Kanban if required. Take into account your team's cross-functionality since it's almost as crucial as their receptivity to change.

Do you have cross-functional marketers?

A cross-functional team with varied abilities that cover the whole project life cycle is essential to achieving agility in marketing. Cross-functional teams are intrinsically more agile, but with some outside assistance, highly specialised teams may also become Agile. Scrum, for example, is best suited for highly cross-functional teams, whereas Scrumban and Kanban may be used by teams with a range of skill sets.

Team size matters

The size of your marketing team will have a significant impact on the Agile technique you choose. Teams as small as three can still employ this method even though Scrum teams normally have seven members. Larger departments may need to divide into numerous Scrum teams. Because they are more scalable, Kanban and Scrumban are simpler to coordinate with both small and large teams. To make an educated choice, it's crucial to get familiar with project management approaches and their jargon.

Marketing teams that shouldn’t go Agile

There are some situations where the Agile marketing methodology may not be suitable for certain situations or how to experiment with it through pilot programs : 

  • Agile marketing is designed to help manage the uncertainty that comes with complicated knowledge work. If your work involves no uncertainty and you know all the requirements before you start, Agile may not be very helpful.
  • Strong internal resistance to change can also make it challenging to implement Agile marketing. If your team is not willing to try new things and adapt to change, then Agile may not be the right fit.
  • If you are comfortable working at a slow pace and have no urgency to speed up your projects, Agile may not be necessary.
  • To test whether Agile marketing is a good fit for your team and work, you can start with pilot programs. These small, low-risk experiments allow you to try out Agile methodologies without a significant investment of time or resources.
  • Assemble a small team of willing individuals and apply Agile methodologies to your next content marketing or social media campaign. This approach will help you prove the value of Agile transformation and get buy-in from stakeholders before scaling it up to larger projects.

Agile marketing saves the day, but requires devotion

It takes time to understand and adjust to the agile marketing system. Although it may seem like a lengthy process at first, marketing departments can eventually become more effective, customer-focused, and integrated into the larger business. Agile marketing is becoming more and more well-known in marketing circles due to its adaptability, which shortens meeting times and speeds up production and approvals procedures while maximising the amount of time creative professionals may devote to original work. Creative teams will be among the first to gain from this trend if they can discover a solution that makes it easier for them to manage their Agile marketing process. Businesses may streamline their operations, increase consumer value, and more efficiently achieve their marketing objectives using Agile marketing.

History of Agile marketing

Agile software development, which evolved in the 1990s in reaction to the shortcomings of conventional, inflexible methods of software development, serves as the foundation for agile marketing. After being released in 2001, the Agile Manifesto—a collection of guiding principles for Agile software development—quickly became well-known in the software industry.

Marketers started to see the necessity for a more adaptable and flexible strategy to marketing in the early 2010s. Due to the increased interest in using Agile principles in marketing as a result, a gathering of influential marketers to explore the concept of Agile marketing took place in 2012. The Agile Marketing Manifesto was developed as a consequence of their efforts to construct a set of mutually held core values and principles and pave the way for wider movement acceptance. This document continues to be the de facto guide to what Agile marketing is all about.

Numerous articles and blog posts about the Agile Marketing Manifesto stoked the flames of the growing movement to make marketing an Agile profession. Agile marketing is now hailed as a more successful method of project management in the ever-evolving digital environment. Many marketing departments have adopted Agile work management techniques like Scrum, Kanban, and Scrumban, leading to increased productivity, shorter time-to-market, and better teamwork. Today, agile marketing is regarded as a crucial tactic for marketing success in the digital era.

Also Read: Is Agile Still Relevant in this Modern Tech Environment

Early arguments for Agile marketing.

There were several versions and proposals made prior to the creation of the Agile Marketing Manifesto, which caused uncertainty and diminished the movement's credibility. Who was right, and how could Agile marketing become a meaningful movement without a single point of reference, were questions that were being asked. Sprint Zero was held in 2012 with the goal of establishing a common core of values and principles that would act as the benchmark for Agile marketing and lay out a clear route for adoption.

Also Read: Heart of Agile and Modern Agile


Agile marketing has become a useful strategy for marketing teams wanting to boost productivity, teamwork, and adaptability to change. Organisations are seeing the importance of having qualified Agile coaches to lead their Agile journey as Agile approaches continue to become more and more prevalent in the marketing industry. Programs offering Agile coaching certification, like the ICP-ACC, provide marketers with the abilities and information necessary to successfully adopt Agile methodology. Consider enrolling in one of StarAgile's Agile courses if you want to learn more about Agile marketing and gain your certification as an Agile coach.

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