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Agile Marketing for SAFe® Organizations
The Marketing with Agility competency unlocks a new operating system for marketing, one that emphasizes adaptability, data-informed decisions, and cross-functional collaboration. Rather than simply adopting Agile practices from software, this competency helps marketing leaders and teams rewire how they plan, prioritize, and deliver outcomes.
Benefits of Agile Marketing
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Agile marketing empowers leaders and teams to embrace experimentation and innovation. By promoting iterative processes and rapid feedback loops, teams can refine their strategies based on real-time data and customer feedback. This leads to more informed decision-making and the ability to test and implement new ideas swiftly.
“We’ve cut our average project production time in half, and our employee engagement metrics have all shown improvement… It didn't take long for us to see the benefits to our production time, project volume, and team morale. We continue to see those improvements over time, so we only wish we would have done it sooner.” - Darci Helbling, Executive Director, Global Marketing Operations at Charles River
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Furthermore, this competency emphasizes collaboration across functions. Breaking down silos within marketing departments allows for increased transparency, improved communication, and a more cohesive approach to achieving shared goals. By encouraging cross-functional teamwork, SAFe organizations can leverage diverse skills and perspectives, enhancing the overall creativity and effectiveness of marketing efforts.
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For executives and transformation leaders, mastering Agile marketing equips them with the tools to drive meaningful change throughout their organizations. It enables them to align marketing strategies with broader business objectives, ensuring that every campaign and initiative contributes to the company’s success.
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Agile marketing teams prioritize delivering value to stakeholders and customers without just assuming they understand what their customers value. Teams consistently get feedback, either from talking with customers directly or through data. The result is happier customers whose real needs and desires are consistently met. Those happy customers can transform a business.
“Since our Agile marketing journey began, we have optimized our team structures to be able to prioritize our marketing campaigns based on the value that they truly bring to our customers.” - Zach Meixner, Senior Digital Program Manager at M&T Bank Corporation
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Aligning marketing departments to their organization’s SAFe implementation through the Agile Marketing for Teams & Leaders competency is vital for any organization seeking to thrive in a dynamic market. It not only enhances marketing efficiency and customer satisfaction, but also builds a sustainable competitive advantage by fostering a culture of agility, innovation, and continuous growth in one of the most customer-facing parts of the organization.
What is Agile Marketing?
Agile marketing is the deliberate, long-term application of a specific Agile methodology to manage and improve the way a marketing team gets work done. It requires a strategic vision, as well as short-, medium-, and long-term marketing plans.
It differs from traditional marketing in several important ways, including a focus on frequent releases, deliberate experimentation, and a relentless commitment to audience satisfaction.
That’s a bird’s eye view of this whole Agile marketing thing, but I’m willing to bet that you aren’t a bird.
You’re a marketer who wants to know how it WORKS. How do these vague descriptions actually play out in a real live marketing department? We're so glad you asked.
This is a detailed guide to Agile marketing, from its history to its methodologies to its mindset. The benefits of Agile marketing discussed here are backed by case studies, real-world experience, and hard data collected from thousands of marketers over 7+ years. .
Agile Training for Marketing
When teams get trained on new ways of working, project performance hits an impressive 76.6%, according to PMI. Maximize your training investment with courses tailored for modern marketing. Find certified and non-certified Agile marketing training for your teams.
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Coaching for Agile Marketing Teams
No matter how good your map, you need real-time guidance on your Agile marketing journey. AgileSherpas’ extended coaching and consulting options keep a Sherpa by your side as you navigate the first 6-18 months of your ascent towards marketing agility.
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Design Your Agile Marketing Transformation
Trying to do modern marketing without agility is like trying to juggle with your eyes closed. Why make a hard thing even harder? Instead, win faster and more often with the teams structures, leadership, and ways of working that cutting-edge marketing demands.
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AGILESHERPAS EDGE
Your always-on guide to marketing agility
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Success doesn’t come from a one-time workshop or a single process change. It comes from continuous support, bite-sized improvements, and a trusted guide on the journey. That’s exactly what membership in AgileSherpas Edge delivers—at a fraction of the cost of traditional consulting.
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