Your Agile Marketing: Health Check


I went through a certification this week for Agile Marketing in Minneapolis, and it was phenomenal! It incorporated a perfect combination of ways to drive mindset shifts and new practical frameworks that facilitate the process.

Below showcases the 7 values in Agile Marketing. Identify your health for each value on a scale of 1 to 3, where 3 is the best.

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  • 1: Validated learning over opinions and conventions
  • 2: Customer focused collaboration over silos and hierarchy
  • 3: Adaptive and iterative campaigns over Big-Bang campaigns
  • 4: The process of customer discovery over static prediction
  • 5: Flexible vs. rigid planning
  • 6: Responding to change over following a plan
  • 7: Many small experiments over a few large bets

Add up your score!


  • POOR: Your organization could benefit immensely from integrating Agile Marketing values.
  • How to get started: Reach out to me and I’m happy to share ideas!

IF YOU SCORED: 12 – 17

  • OK: Your organization has taken some initial steps to becoming more Agile. Well done!! Follow me to get more ideas as you continue along this journey.

IF YOU SCORED: 18 – 21

  • SUPERSTAR! Your organization is doing amazing, and I’d love to hear how you’re doing it to share and inspire others!


Want more? Here are the 13 Agile Marketing Principles:

  • Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems
  • We welcome and plan for change. We believe that our ability to quickly respond to change is a source of competitive advantage
  • Deliver marketing programs frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale
  • Great marketing requires close alignment with the business people, sales and development
  • Build marketing programs around motivated individuals. 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 Marketing can help a marketing team: (1) get more done in shorter amounts of time, (2) feel empowered, and (3) ultimately, get to market faster.

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