Dallas Dutch Girl

Agile Marketing applies the same Agile principles from software development to marketing work, focusing on flexibility, collaboration, and responsiveness to change. Here’s the Agile Marketing Manifesto, which was first formalized by a group of marketers in 2012 (and updated over time):

The Agile Marketing Manifesto: We are uncovering better ways of creating marketing value by doing it and helping others do it. Through this work, we have come to value:

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

In short:

• Assume (no) > Test (yes) – Use data and experimentation instead of gut feelings.
• Dictate (no) > Collaborate (yes) – Break down walls between teams.
• Perfect (no) > Iterate (yes)– Launch early, improve continuously.
• Broadcast (no) > Listen (yes) – Learn from your customers constantly.
• Stick rigidly (no) > Adapt (yes) – Adjust plans when evidence changes.

Core Principles of Agile Marketing

1. Deliver marketing programs frequently, from a couple of weeks to a couple of months.
2. Welcome and adapt to changing requirements, even late in the process.
3. Measure success based on outcomes (customer behavior, engagement, revenue), not outputs (number of assets created).
4. Build cross-functional teams that include strategy, content, design, and analytics.
5. Reflect regularly to improve effectiveness and adjust processes.