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What Is Agile Marketing

Agile Marketing Resources

Agile Marketing helps marketing organizations become faster, more flexible/responsive and more collaborative in order to be better tuned to the business they’re supporting.


Inspired by the more general Agile approach, Agile Marketing describes a mindset of continuous learning and validation, customer focused collaboration across functional silos, adaptive and iterative campaigns and more responsive/continuous planning – all as a way to deal more effectively with uncertainty and complexity.


Agile Marketing teams use techniques such as Scrum to work in an iterative cadence and Kanban to visualize and improve the flow of work. Larger marketing organizations use approaches such as SAFe (Scaled Agile Framework) to align and collaborate across teams of agile teams.


But don’t be confused. Achieving Marketing Agility requires more than just implementing some practices. It involves real transformation – a serious look at team structure, leadership style, the marketer role, metrics, and the organizational mindset towards learning/experimenting.


AgileSparks runs one of the world’s top Agile Marketing practices and is part of the Agile Marketing thought leadership community. Below are some of our articles on Agile Marketing as well as other resources we recommend.


And when you’re serious about Agile Marketing, let’s talk.

Agile Marketing Articles On The AgileSparks Blog

User Stories don’t belong in the Marketing Backlog

Marketing Backlogs in the Trenches Last week I facilitated a 2-day Agile Marketing workshop for one of my clients. As usual, the discussion about the Marketing Backlog and how to move from a big bang marketing campaign to a more iterative approach via smaller slices of stories was one of the highlights. As usual, I […]

SAFe for Agile Marketing Guidance Article

Scaling Agile Marketing With SAFe – Overview More and more Marketing organizations are realizing today that they need to be faster, more flexible/responsive and more collaborative, in order to have a real impact on the business they’re supporting. More and more CMOs are looking at Agile Marketing as the way to modernize their organization. Inspired […]

Video of Agile Marketing at Scale talk at Midwest Digital Marketing Conference

As part of our belief that Agile should span more than just the product development/IT department and can actually benefit other areas of the organization, we spend our time practicing and evangelizing Agile in other areas in the organization. Marketing is one of these areas. I recently gave a talk at the Midwest Digital Marketing […]

The Scaled Agile Marketing Series

Introduction to the Scaled Agile Marketing Series More and more Marketing organizations realize they need to be faster, more flexible/responsive and more collaborative to have a real impact on the business they’re supporting. More and more marketing leaders believe Agile Marketing is the way to modernize their organization. Scaled Agile Marketing talks about applying Agile Marketing […]

Scaled Agile Marketing Flow with Kanban

In the previous article I mapped out the essentials of applying SAFe™ (The Scaled Agile Framework) to a marketing context and ended with a cliff hanger. As you can guess from the title of this article, what I feel is missing from the list of essential SAFe elements is Flow and Kanban, which IS an […]

Scaled Agile Marketing using SAFe – The Essentials

Focusing on SAFe™ In the previous article in the Scaled Agile Marketing series I provided an overview of how Scaled Agile Marketing looks like. This time around I want to provide some more details on one of the approaches I mentioned for implementing Scaled Agile Marketing – the Scaled Agile Framework (SAFe™). Why SAFe? First […]

Learn About Agile Marketing From Around The Web

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