How 15 experts define Agile Marketing

Agile Marketing
The person pictured may or may not be an agile marketer. You can’t tell by appearance, only by track record.
Faced with all of the changes in marketing over the last few years, marketers are under increased pressure to produce results within shorter time frames.  As a result, Agile Marketing has come into practice. It’s being applied by more businesses but still seeking a common definition so I sought some expert opinions.
Here’s how 15 experts define Agile Marketing. What all appear to in common is: It’s not about being right or even having a big idea. Agile Marketing is about taking frequent, customer-centric actions that result in steady, measurable improvements to make innovation, revenue and profits happen faster.

  1. A high-communication, low-documentation, rapid iteration process designed to provide more frequent, more relevant, and highly measurable, marketing programs.  Ultimately the goals are speed and innovation. – Gerry Murray, ICD
  2.  An acknowledgement that, for many projects, the desired end state is either not fully known and/or in flux. – Marc Strohleim, Outsell, Inc.
  3. A process for doing marketing that uses small self-sufficient teams to work on projects meant to be completed in a short time-scale. – Mike Volpe, Hubspot
  4. An effective balance of fact-based decision-making and decisiveness despite ambiguity. Marketing agility and enterprise agility are practically synonymous; they can’t be viewed in silos. – Gary Katz, Marketing Operations Partners
  5. A transformation of the marketing department from a passive campaign creator into a proactive revenue generator. Becoming good at agile marketing is a gradual process: there will be lots of small steps forwards, and I still have to meet a company that has the “ideal” agile marketing system. – Jep Castelein, Marketo
  6. A means to create, communicate and deliver unique value to an always-changing consumer (or business) in an always-changing market with an always-changing product. – Greg Meyer
  7. The process of using an iterative approach to marketing processes, and gains its name from agile development. The emphasis in the name, agile, is how a marketing team manages projects and campaigns. – John Cass
  8. The ability to adapt/change to market, customer, and competitive signals. Turning that info into actionable insight. – Laura, Vision Edge Marketing
  9.  The ability to satisfy customer expectations is core to pro? tability. If you’re not agile, you can’t do it, because customer expectations are never static. – Peter Weill, MIT
  10. A simple set of principles that define individual team member roles, and a sequence of interactions between these roles, which enable team members to rapidly prioritize and deliver tangible results. The agile method focuses on prototyping and delivery in a series of short “sprints” of days or weeks. Agile works equally well for developing new deliverables from scratch and keeping existing products or projects updated. – Bruce Wilson, Audienz Marketing
  11. Is build on the principle of the Agile Manifesto which reads: We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: 1) Individuals and interactions over processes and tools, 2) working software over comprehensive documentation, 3) customer collaboration over contract negotiation and 4) responding to change over following a plan. – Neil Perkins, Only Dead Fish
  12. A management approach that adapts agile software development methodologies to marketing projects. I suggested that adopting agile marketing management practices might be the single most important factor in building a successful, ongoing conversion optimization program. – Scott Brinker, Search Engine Land
  13. Is in ‘Brand Led Marketing’, where everything is considered and planned to work together effectively. It allows to get much more exposure and success from limited marketing spends. It also allows us to train and work with staff within our Customers, to ensure that they understand what their Brand stands for and the part that they play in supporting the Brand and growing the Business. – Jerry, Agile Marketing Blog
  14. An approach to marketing that takes its inspiration from Agile Development and that values: 1) Responding to change over following a plan, 2) testing and data over opinions and conventions, 3) numerous small experiments over a few large bets, 4) 4ngagement and transparency over official posturing and 5) collaboration over silos and hierarchy. –  Jim Ewel,
  15. A certain type of planning and execution where there was a need to move away from the ‘waterfall method,’ a process known for long planning and coding before any new release, often resulting in stale or late-to-market products. Agile relies on the completion of small chunks of ‘shippable code’ that can be defined, built, tested, and shipped in the time span of a single ‘sprint,’ usually lasting 15 to 30 days. – Klobe Partners
Do these definitions help determine if your organization is practicing Agile Marketing or if you should be?



  1. John Cass

    Rob, great post and round up of some of the definitions. I think that agile marketing is related to the practices coming out of the agile development movement. In that you have spints and scrums and those other processes involved in running agile. I do know that some people use agile marketing to describe an approach that doesn’t borrow from agile development. But I hope that the agile marketing movement and its look back at agile development will come to become the definition for the term.
    So to answer your question, I’d say, if an organization is using some of the processes associated with agile (development or marketing) then yes its agile.
    And your second question. Yes! If you are doing marketing today, and with all of the associated chaos from the growing number of channels, agile gives you a flexible approach to managing marketing and being able to move with agility, but not necessarily faster.
    It would be great for you to post this on the agile marketing linkedin group, but also I’m posting your post on the agile marketing facebook group.

    1. Rob Petersen

      Thank you John for your contribution to the post and thought leadership. I will put your add your insights into the LinkedIn ground and appreciate your shout out to the agile marketing facebook group. All the best. Rob

Leave a Reply

Your email address will not be published. Required fields are marked *