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

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.


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.


Agile Marketers follow a process called Scrum, designed to increase alignment with the business aims of the organization and the sales staff, to improve communication, both within and outside the marketing team, and to increase the speed and responsiveness of marketing.  The process copies that of agile development, with some differences in the details.
Agile Marketing Process


This process is iterative, allowing for short marketing experiments, frequent feedback, and the ability to react to changing market conditions.

To learn more, check out the featured posts section to the right.  You can also subscribe to my blog for regular updates on Agile Marketing.

This Post Has 181 Comments

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  5. Arden

    Thanks for this valuable post. It is always great to read your content. As usual, it delivers insights and examples that are useful. Agile is an iterative and adaptive process where small, highly collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergent solutions, emphasizing transparency among all stakeholders.

    1. Lubi

      First of all, agile is not a process but rather an approach or mind set as Jim pointed out as well the 17 creators of “agile”.

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  11. santosh jain

    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

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    1. Jim Ewel

      Thanks for the comment, Daniel. I checked out the article you linked to and found it quite helpful.

  15. AR Ranieri

    Hello Jim,
    Thank you for the useful article. I’m very new to Agile Marketing and I has a question I hope you can answer. I see that there is always a team mentioned in the Agile Methodology but I wonder if you can work with this approach also when your project are run by only one person which is my case. Thank you. Anna

    1. Jim Ewel

      There are some aspects of Agile Marketing that can be applied by one person. First, you can practice Personal Kanban. I do this myself, and find it to be very helpful. There’s a good book on Personal Kanban by Jim Benson. Second, you can apply the iterative, testing and emergent approach to marketing, rather than the long plans and campaigns approach. I hope that helps.

  16. Youssef

    Many thanks for sharing. A great article

  17. Agile Metrics

    Recently, we’ve published a detailed guide to agile-metrics. We made our own in-depth research backed up with a trusted expert opinion and resources.

  18. amapiano 2020

    Agile marketing is a tactical marketing approach in which marketing teams collectively identify high-value projects on which to focus their collective efforts. … After each sprint, they measure the impact of the projects and then continuously and incrementally improve the results over time

  19. Marketer

    Many thanks for sharing. A great article to be shared on social media

  20. William Hruska

    Great article with a lot of information. Thanks for sharing.

  21. Zumm

    Great article and thank you for sharing this. I did my dissertation in agile and this article has contributed a lot.

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