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  • Writer's pictureV. Lee Henson CST

Agile through the Eyes of a Marketer

As the landscape continues to adapt and use evolving Agile practices, more and more areas of companies are seeing that Agile is not just an IT initiative. In reality, the practices were rooted very deeply in how to solve pressing issues that the business was experiencing by doing the following:

  • Speeding up time to market

  • Being able to adapt to changing needs

  • Getting a higher quality product

  • Aligning people and areas of the business regularly to maximize outcomes

While not stated in these exact terms, the goals have been very clear from the beginning. As a provider of high quality training and coaching opportunities, AgileDad continues to find avenues to advance the skillsets of its clients while helping to maximize outcomes. Our partnership with ICAgile to regularly offer the Agile in Marketing Certification is another step in this direction for your business agility. The ongoing growth and movement in the Marketing world has provided a much-needed respite for marketers from the traditional

long-term, big-bang marketing campaigns. Instead of strictly adhering to the Agile Manifesto and trying to retro fit the Agile approach, for marketing there has been an Agile Marketing Manifesto drafted that points the focus of marketers in the right direction.

We are discovering better ways of creating value for our customers and for our organizations through new approaches to marketing. Through this work, we have come to value:

  • Validated learning over opinions and conventions

  • Customer focused collaboration over silos and hierarchy

  • Adaptive and iterative campaigns over Big-Bang campaigns

  • The process of customer discovery over static prediction

  • Flexible vs. rigid planning

  • Responding to change over following a plan

  • Many small experiments over a few large bets

Recognizing the difference between Agile and Agile Marketing will help your teams see how to achieve the best results with higher quality while aligning with key objectives and goals in the organization. When talking about brand recognition and the quality of products and services advertised, Agile Marketing focuses on the real results needed for marketers and not just theory.

The Agile Marketing certification classes are designed to be deeply experiential and interactive. There are plenty of exercises, not simply an instructor sitting up at the front of the room and present slides. Participants must be able to demonstrate their knowledge of both the why and the what: why agile marketing, what is agile marketing, and what methods and practices (Scrum, Kanban) are used to achieve Agility.

We hope the opportunity that the Agile in Marketing Certification provides will help the flexibility and learning that allows you as a marketer to be more successful in shorter iterations of time. The ultimate goal is to ensure better outcomes by having the right focus on the customer and how you are collaborating with them. With brand trust continually on the decline, determining how best to build not just brand recognition but brand loyalty because of how you are part of your potential clients’ experience for success becomes a big key point for change. It’s not just about what they get from you, it’s about finding the journey enjoyable because of the trust built along the way. The experience of the consumer with you and your brand is what will lead to more success in the short-term or long-term.

Look for an Agile Marketing Certification Workshop in your area soon by checking our class list at the following link. We have a class being offered in Salt Lake City, UT in March. If you would like to have a customized offering for your organization or in your area, please reach out to us as and we are pleased to provide you with the information needed to get moving forward successfully.


Agile Marketing Manifesto,

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