Agile marketing emphasizes speed and flexibility, collaboration, communication, and data — the qualities needed to navigate today's constantly shifting tech ecosystem.

​

It allows marketers to adapt their campaigns and test new strategies in near real-time. It's popular because the approach is helping companies become more efficient at managing the entire marketing process — from swiftly changing priorities and increasing brand visibility to improving marketing's productivity.  

​

Putting the agile marketing team together

​

While many elements contribute to success, the most critical factor is having the right people. It's essential to bring together a small team of skilled individuals who can work together efficiently and quickly.

​

They should have expertise across various internal and external functions. Ideally, they should be colocated in a "war room" (which can also be referred to as a "pod" or "tribe"). The objective of the war-room team is to conduct a series of quick-turnaround experiments to deliver accurate, measurable results.