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Agile marketing is an organizational effectiveness strategy that uses self-organizing, cross-functional teams doing work in frequent iterations. It aims to drive growth by focusing team efforts on those that deliver value to the end-customer. This emerging practice in marketing applies selected principles of agile software development. Proponents argue this increases speed, quality, flexibility, and effectiveness of a marketing department.
At a high-level, agile marketing may be described as a group of teams organizing around the question “How can we best deliver value to our customer?” Teams collaborate across an organization executing a set of high priority tasks over a recurring short (1-4 week) period - adapting direction, objectives, and processes as needed.
- Power, Brad. "A Technique to Bridge the Gap Between Marketing and IT". Harvard Business Review.
- Edelman, David. "Agile marketing: A step-by-step guide". McKinsey.