Close this search box.
Close this search box.
Close this search box.

Reaching The Tipping Point For Agile Marketing


8 Triggers That Get Marketing Leaders From Awareness To Activation

The Need For An Agile Marketing Transformation

Marketers or junior marketing leaders can implement Agile Marketing at the team level bottom up or in islands in the organization. This approach can achieve some improvement but typically stalls at some point. Real marketing agility requires a transformative change in processes, policies, mindset, and maybe even the type of leaders. This is a bigger lift obviously. While most of the marketing organizations we see score pretty high on the “do they need Agile Marketing?” scale, Only some of them would agree that that’s indeed what they need, and even a smaller set goes and does something about it. While many marketing leaders agree with Agile Marketing at the concept level, They need a strong trigger before they take action on it. (To use “customer journey” language – most marketing leaders aren’t even in the awareness stage, but even those that are, need a trigger to move towards acquisition and activation…) So let’s look at a couple of common triggers that stand a chance to flip a marketing leader across the tipping point:

New Marketing Leadership

One very common trigger for any change is when new leadership comes in and takes a fresh look at things. Agile Marketing might come about as a result of concerns about the competency of the marketing organization or a desire to modernize how marketing works. Poor marketing campaign results or dissatisfaction from business leaders are a common reason marketing leadership gets replaced in the first place. The new leader coming in hears things like “We don’t know what the marketing organization has been wasting its time on” or “They don’t speak our language, confuse us with marketing metrics we don’t care about.”  Another situation is when a new marketing leader is brought in to help scale the marketing organization and realizes that the current structure/process is unscalable, bottlenecked, slow, and reliant on a few “heroes.”

Innovation / Customer Experience

As marketing leaders take on more and more responsibility for the whole customer experience and specifically the whole digital experience, they realize their current slow/siloed approaches are unfit for the pace of innovation and learning needed to “nail” the right customer experience. Marketing wants to be able to close a fast learning loop and run mini “innovation labs” as part of the wider marketing organization not just the “cool kids” in the corporate innovation lab.

We Tried Agile and Failed

Many people try Agile Marketing in the small by mapping directly from the Agile Development. They send a few individuals to agile training (e.g. a Scrum Master class) or ask some coaches from the development side to help them out. Then a few weeks/months later they’re so confused and struggling that they either throw it away (Which is a shame but isn’t a trigger for a real agile transformation…) or they realize they need to look the things in a deeper more holistic and pragmatic manner. 

Need to Scale Agile beyond a few small experiments

Similar to trying and failing, but these organizations tried some small agile experiments and understand they need to look at it differently now that they want to scale it further.

Drowning in work

That is especially popular with middle managers that are trying to make ends meet with more and more workload and the same (or in some cases even fewer) people.

Alignment with the Development/IT/Technology side of the house

As Dev/IT/Technology organizations move to Agile/DevOps approaches, Many marketing leaders feel the need to align their language, process, and cadence with the way their peers are working and talking. 

Revamping the Marketing Technology Stack

As marketing organizations try to build a modernized marketing technology stack many of them are realizing that they need an effective adaptive process to help deal with these complex projects. Since much of a marketing technology stack improvement project includes technology/development work it makes sense to everyone to use an agile approach to it. This then cuts across to some of the marketing-style work that is associated with the new technology stack, which in many cases brings about a wider discussion about an agile operating system for marketing.

Implementing a new marketing approach – e.g. Social Selling, Content Marketing, Account Based Everything

Trying a new approach to marketing involves a lot of uncertainty and complexity and collaboration across silos. Smart marketing leaders connect the dots and realize Agile Marketing is the right approach for figuring out how to effectively do Content Marketing, Social Selling, Account Based Everything, or whatever new thing you’re trying.
Subscribe for Email Updates:



Daily Scrum
Lean-Agile Software Development
Lean Agile Organization
Nexus and SAFe
Agile Project Management
Agile Program
Software Development
Agile Israel Events
Releases Using Lean
Lean Agile Management
Nexus and Kanban
Agile India
Legacy Enterprise
Continuous Deployment
Agile Development
Story Slicing
Large Scale Scrum
Agile Risk Management
The Agile Coach
lean agile change management
Agile Delivery
Agile Mindset
Process Improvement
Sprint Retrospectives
Agile Release Management
Kanban Kickstart Example
Development Value Streams
Change Management
Accelerate Value Delivery At Scale
Sprint Iteration
Scrum With Kanban
User stories
Effective Agile Retrospectives
System Team
Reading List
An Appreciative Retrospective
Agile Community
Risk Management on Agile Projects
Kanban Game
Agile Project
Agile Marketing
Introduction to Test Driven Development
Introduction to ATDD
Product Management
Agile Assembly Architecture
Nexus vs SAFe
Lean Software Development
Advanced Roadmaps
Iterative Incremental Development
Manage Budget Creation
Pomodoro Technique
System Integration Environments
Scrum Guide
Nexus Integration Team
IT Operations
PI Objectives
Risk Management in Kanban
AI Artificial Intelligence
Scrum Values
Lean Budgeting
Scrum Primer
Hybrid Work
Implementation of Lean and Agile
Lean Agile Basics
Perfection Game
Jira Plans
Professional Scrum Product Owner
ART Success
Built-In Quality
Lean-Agile Budgeting
Agile and DevOps Journey
Scaled Agile Framework
SAFe DevOps
Agile Games
Lean Risk Management
Software Development Estimation
What Is Kanban
Sprint Planning
Professional Scrum Master
Risk-aware Product Development
Agile Contracts Best Practices
Release Train Engineer
Continuous Planning
Lean Startup
Games and Exercises
The Kanban Method
Kanban Basics
Agile Testing Practices
Lean and Agile Techniques
Agile Israel
Value Streams
Jira Cloud
Agile Exercises
Certified SAFe
Managing Projects
Portfolio for Jira
Agile Games and Exercises
Kanban 101
Systems Thinking
speed at scale
System Archetypes
Continuous Improvement
Operational Value Stream
ALM Tools
Rapid RTC
Entrepreneurial Operating System®
Limiting Work in Progress
Lean Agile Leadership
Agile Outsourcing
Engineering Practices
Scrum and XP
speed @ scale
A Kanban System for Software Engineering
Managing Risk on Agile Projects
Legacy Code
Team Flow
Lean Agile
Quality Assurance
RTE Role
Elastic Leadership
Enterprise DevOps
PI Planning
Continuous Delivery
Implementing SAFe
Scrum Master Role
Agile for Embedded Systems
Coaching Agile Teams
Applying Agile Methodology
Agile Product Development
Continuous Integration
Agile in the Enterprise
Keith Sawyer
Artificial Intelligence
Business Agility
Product Ownership
Achieve Business Agility
Agile Product Ownership
Principles of Lean-Agile Leadership
Acceptance Test-Driven Development
ScrumMaster Tales
SAFe Release Planning
Professional Scrum with Kanban
Agile Techniques
Agile Basics
Agile Release Planning
Jira admin
Program Increment
Test Driven Development
Scrum Master
Lean and Agile Principles and Practices
Enable registration in settings - general

Contact Us

Request for additional information and prices

AgileSparks Newsletter

Subscribe to our newsletter, and stay updated on the latest Agile news and events

This website uses Cookies to provide a better experience
Shopping cart