In today’s fast-moving, always-on digital world, marketers need to be fast, flexible, and adaptable. In other words, they need to be agile. While software development teams have embraced agile principles and ways of working for some time, more recently marketing teams have adopted agile ways of working. 

Agile marketing is the use of agile principles and practices outlined in the Agile Marketing Manifesto, which were inspired by the original Agile Manifesto. The Agile Marketing Manifesto serves as an important guide and benchmark for agile marketing teams, calling for self-organizing, cross-functional teams doing work in frequent iterations with continuous feedback.

The Agile Marketing Manifesto outlines six important 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