October 2016

Applying Agile Practices to Marketing

“Are you an Agile company?”

“Yes, our IT department is using Scrum and Kanban.”

“But what about your marketing department?”


Agile is a given today on tech teams, in product management, and on design/creative teams. But what about marketing?

The days of sticking to yearly marketing plans is gone. And with the rise of MarTech and thousands of marketing technology options in the cloud, marketing resources are continually being tasked with thinking and acting like a programmer to create email campaigns, update website content, schedule social media posts, and analyze insights from their marketing efforts.

This isn’t going to be a conversation about scaled agile framework. And don’t expect a one-way prescriptive presentation about how to apply Agile to marketing teams.

Using Scott Brinker’s book “Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative” as a starting point in the conversation, we expect a two-way conversation about how to apply Agile thinking and Scrum practices to optimize the marketing engine at your company.

Wes RoyerWes Royer is Director of BA/QA/Data at Create Digital, a full-service digital marketing agency, and founder of Richmond Product Management (RPM), a non-profit group that brings together product development experts to help local startups. Wes is a Certified Scrum Product Owner with over 15 years of experience in technology and product management.

Christen DanielsChristen Daniels is Sr. Strategist at Create Digital and a board member of AMA-Richmond, the local chapter of the American Marketing Association.


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