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Agile Marketing

2 March 2016

Maria Matarelli
Formula Ink

How can we achieve true business agility if the only department that is Agile is IT? What communication blockers have you encountered when trying to speak different languages and using different terminology with other departments in your organization?

After spending the last few years studying Internet marketing techniques and beginning to apply Agile in the marketing space, we began introducing clients to these newly integrated concepts and saw incredible results. With more than 300 percent growth in six months and more than 780 percent growth in a year, we have found that applying Agile techniques to the ways in which a company approaches their marketing is extremely powerful.

Agile is usually associated with IT departments. Our software development teams are usually the ones using Scrum. Imagine if we not only had a common language with Agile being used across departments but we were also able to bridge the gap between the people developing the products and the people selling the products. If Scrum helps you do twice the work in half the time, wouldn’t you want to market to twice as many customers in half the time?

With the disconnect between Agile development and the connection to the end customer, there are often layers between the team and the end user, despite customer collaboration being one of the core Agile values. We are developing products faster yet still using traditional methods to market our products, which can lead to a bottleneck in getting the product out the door and generating more demand.

Rather than trying to sell to just anyone, what if you could clearly identify who really needs your product and craft a true message-to-market match? Through short iterations and split testing, the result of Agile marketing is a fine-tuned offer that truly connects with your ideal consumer.

After experiencing the success of our initial applications of Agile in the marketing space, we launched a case study program in order to identify the best practices to apply and the necessary sequence to simplify the approach for other companies, generating rapid increased results in their marketing. We brought together these core practices in a curriculum and launched the Agile Marketing Academy to formalize these best practices. The demand has been steadily growing for Certified Agile Marketing Specialists (CAMS), and we have been inviting other training providers to add these industry best practices for Agile marketing to their training curriculum.

In our mission to truly "transform the world of work," we need to look at how to apply Agile and Scrum in new ways. Branching out beyond common applications and pushing further than IT and development projects can bring us another step forward. Agile marketing helps businesses rapidly connect the right customers with products that will enhance their lives.

The author will speak about Agile marketing in a closing keynote presentation on April 20, 2016, at the Global Scrum Gathering® Orlando.

Opinions represent those of the author and not of Scrum Alliance. The sharing of member-contributed content on this site does not imply endorsement of specific Scrum methods or practices beyond those taught by Scrum Alliance Certified Trainers and Coaches.

Article Rating

Current rating: 4 (6 ratings)


Raju K, CSP,CSM, 3/3/2016 7:30:36 AM
Good article. I used a similar approach when responding to an RFP from a Client and we won that RFP.
Stacey Ackerman, CSP,CSM,CSPO, 4/5/2016 11:08:57 AM
I look forward to hearing you speak!
Maria Matarelli, CST,CSP,CSM,CSPO,REP, 5/11/2016 10:01:41 AM
Awesome, Raju K! It is exciting to see the applications of Agile outside of the IT space - Thanks for sharing!
Maria Matarelli, CST,CSP,CSM,CSPO,REP, 5/11/2016 10:05:12 AM
Thanks Stacey! The Orlando Gathering was awesome! The energy was incredible with 1100-1200 people! It was great to hear the excitement around Agile Marketing! After leading an open space on building a community around Agile Marketing - I'd like to invite everyone to continue the discussion at:
Rick Waters, CSP,CSM,CSPO, 5/11/2016 10:31:41 AM
Right on!
I've always thought that we (Agile Professionals) were missing the boat when we were solely focusing on IT. Having taken the CAMS course already, it's refreshing to have my suspicions validated and supported by empirical evidence! I'm also using the skills I learned in the CAMS class to launch a new completely non-IT related product. More on that when we have data :)
Thanks Maria!
Maria Matarelli, CST,CSP,CSM,CSPO,REP, 6/9/2017 10:44:13 AM
Thanks for sharing your insights, Rick! It was awesome to have you in the Agile Marketing class in D.C. and we are excited to have held classes now in D.C., Atlanta, Seattle, Singapore, Bengaluru India, and this year will be leading classes in Shanghai, Bangkok, Hydrabad and Bengaluru India and several other locations around the world! It is incredible to see the worldwide interest in Agile applied to Marketing!

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