With roots in the software development world, agile marketing has a decidedly techie feel to it. Not surprisingly, it appears to be gaining traction fastest among B-to-B marketers involved in the technology sector, but the benefits it offers — defined processes, speed and accountability in the creation of marketing content, and the ability to measure ROI on both internal and external resources expended — have broad appeal. Realizing those benefits, however, requires commitment, patience, and a willingness to overcome both technical and cultural challenges.
In a nutshell, agile marketing disrupts the traditional waterfall approach to achieving marketing goals, where the...