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By Hristijan Sion Nikolovski


Agile Marketing blog series – Part 5: Agile Marketing in Action

Welcome to the final chapter of our Agile Marketing series, where we’ve been exploring the transformative power of Agile methodologies in the marketing realm. By now, you should be well-equipped with the knowledge and insights needed to make Agile work for your team.  

But remember, in this journey, it’s essential to walk before you run. Implementing Agile as a new way of working, especially when compared to traditional, outdated methods, can be challenging. That’s why we recommend starting small when putting Agile marketing into action. 

Because you won’t transition into a full-fledged Agile team overnight. Instead, consider finding a pilot project, such as proposition development or go-to-market campaigns, to test the waters. In this initial project, you can apply the guidance provided throughout this Agile Marketing blog series, to ensure a smooth and steady transition.  

To best overcome initial teething challenges, you may want to consider collaborating with an experienced partner, like CRMT Digital, to unlock the most value as you inject some much-needed agility into your people, processes, data, and technology.  

In this blog, we’ll outline the essential steps you should take to implement Agile marketing successfully. Additionally, we’ll explore the various roles of you, your team, and your stakeholders in making this transformation work. 

1. Educate Yourself 

No matter where you currently stand on the Agile learning curve, continuous education is key.  

Begin by revisiting the steps outlined in this blog series, from creating an Agile team to everything you need to know about the Agile Manifesto, and build upon that foundation. Over time, you might even consider enrolling in an Agile or Scrum certification course, along with other members of your team. 

As your Agile marketing maturity level grows, so will your network of Agile marketing peers. This network can be an invaluable resource for applying Agile principles to your digital campaigns more effectively. 

2. Rally Your People 

Implementing Agile marketing is not a one-person job. To make Agile an integral part of your digital marketing mindset, you need to excite and engage stakeholders in the concept.  

Encourage one-on-one and group discussions about Agile, participate in Agile workshops with colleagues, and openly share your thoughts on Agile while embracing input from others. Remember, there may be an “I” in Agile, but there certainly isn’t one in “Team.” 

Failing to rally your people increases your risk of running into roadblocks and project delays due to conflicting workflows. Establishing alignment early on is crucial for a successful Agile rollout. 

3. Plan Ahead (and Reflect) 

Accountability is a fundamental aspect of Agile. Therefore, it’s vital to schedule regular check-ins to address obstacles, share work updates, and assess results. As well as planning ahead, it’s equally important to dedicate time for retrospectives, where you can review what did and didn’t work and why.  

Retrospectives ensure accountability and should be treated as essential meetings. 

Incorporating everyone into the process and holding them responsible for their tasks ensures that nothing falls through the cracks. This approach prevents your team from reverting to slow, siloed working practices. 

4. Focus on Continuous Improvement 

Agile workflows are dynamic and ever-evolving. Embrace this mobility and strive to refine your frameworks continually as you eliminate waste in your processes and encourage team members to adopt a forward-thinking approach to their work. 

If you notice your team slipping back into old habits, redirect their attention to avoid setbacks. The beauty of Agile marketing lies in its data-driven nature, allowing you to measure virtually every aspect of your work and use indisputable data to drive lasting protocol changes. 

5. Assign Agile Roles and Responsibilities 

To ensure the longevity of Agile within your organisation, consider the roles and responsibilities after implementation. Beyond the core team and Agile owner, identify individuals who can help your business transition into a well-oiled Agile machine. Typically, we would recommend considering the following roles: 

  • Team: The entire team collectively shares ownership, regardless of job titles, to deliver valuable outcomes collaboratively. 
  • Owner: Responsible for client relationships and work priorities, the Agile owner adapts as priorities shift and understands customers, the marketplace, and the team’s direction. 
  • Agile Advocate: The advocate trains the team and implements Agile principles, empowering teams to take ownership and accountability. 
  • Consultants: Consultants contribute occasional expertise and serve as experienced advisors to the team, actively engaging in the work with specialised skill sets. 
  • Modus Operandi Leaders: Leaders of functional departments whose roles evolve from managing day-to-day work to ensuring quality and best practices originating within Agile marketing teams. 

Are You Ready to Embrace Agile Marketing? 

Embracing Agile marketing isn’t just about making minor adjustments to your existing system. To successfully adapt your processes to fit Agile principles, you must be willing to completely reimagine your current marketing workflows and employee habits. While implementing Agile may come with its share of challenges, the benefits it offers in terms of team evolution and growth are well worth the effort. 

After all, Agile marketing is not just a methodology; it’s a mindset that can revolutionise the way you approach marketing. By taking these steps and embracing Agile principles, you can navigate the ever-changing digital landscape with confidence, agility, and innovation.  


This has been the final entry in our five-part series on Agile Marketing. If you’re interested in embracing Agile and the benefits it offers your people, profits and customers, contact us today to find out how we can unlock the value of your marketing investment.