The implementation roadmap is a series of required activities for an effective adoption of Agile. It is not intended to be a rigid, sequential, linear framework, but a set of important requirements. It comprises three essential stages: Culture, Strategy and Process. As part of our services, we will help you identify some key areas to focus on in your Agile marketing adoption journey.

Leadership buy-in is very important to the success of Agile marketing. It is possible to adopt Agile marketing without the help of an Agile marketing coach. However, to get the best result, it is beneficial to hire an external Agile marketing coach with a background in marketing combined with an agnostic approach to Agile. This helps you focus your efforts in the context of marketing all through your Agile adoption. Let’s discuss the three stages of Agile marketing implementation in more detail.


“Culture eats strategy for breakfast, operational excellence for lunch and everything else for dinner.”  – Peter Drucker

Culture is the unwritten playbook of  interpersonal interactions within a company. It defines how individuals, managers and teams interact with each other. Your perception of your company culture might be different to existing cultural dynamics. The personalities of leadership teams reflect and affect the culture of the company. Enron was a good example of a toxic company culture that lead to bankruptcy.

We partner with you to create the practical steps in getting your Agile marketing up and running. Cultural transformation required for a successful Agile adoption is an ongoing journey and not a one stop shop. The goal of culture stage is to access the current state of psychological safety in your team . This starts with leadership team coaching and lasts for about three months. The other option is a three-day Agile leadership and team development workshop.

Existing Leadership Approach: Agile way of working will fail without executive buy-in and a detailed analysis of your leadership teams will help check if Agile is likely to do more harm than good. The personalities of team leaders will determine the success of Agile. Agile leadership is different to the command-and-control leadership of the traditional organisations, so it is important to determine the willingness of the CMO and team leads to adopt the collaborative approach.

Leadership training does not always cover effective teamwork required for high performance teams. We partner with you on your Agile leadership skill development journey.

Team Culture: This involves understanding the personalities of individuals within your marketing team. We will work with you to assess the team members mindset and readiness for Agile.


Strategy is often confused with tactics, which is why most marketing efforts fail. What is marketing strategy? And how is marketing strategy different to marketing tactics? Marketing strategy is a document explaining organisational-level objectives and goals. It is  developed to fulfil the content of your corporate vision and statements.

External technological, legal, socio-cultural and economy-related factors will influence your marketing strategy. The same goes for the size of the customer base and your existing competitors.

The core concept of any marketing strategy will include a mix of ideas to achieve the following:

  • Customer Acquisition
  • Customer Engagement
  • Customer Retention
  • Customer Experience

Organisations without a clearly defined marketing strategy are doomed to focus on customer acquisition alone. Most effective organisations, on the other hand, focus on retention and CX. An Agile marketing strategy helps to support this and helps these organisations to differentiate themselves in the marketplace. How do you coordinate the mix of marketing tactics to increase and maintain your market share? How do you defend against the threat of competitors stealing your existing customers? We can partner with you to create an integrated Agile marketing strategy. Working with your team to create a customer journey map to understand your customers.

Marketing has become fragmented with an ever-increasing number of channels and customer touch points. While technology has improved the ability reach to consumers, it has also dehumanised the marketing function, in which importance of customers experience is often ignored in the chase for short term financial wins.


The process of Agile adoption in marketing starts with the observation of your existing marketing process. Based on conversations with a range of stakeholders, we then create your tailored Agile process. We work with you to identify Agile practices, tools and methods that align with the context of your team. We start discussions with stakeholder to understand how Agile will speed up teamwork. The Agile marketing process involves strategy sessions, planning meetings, Reviews, Retrospectives and Learning. These activities must be tailored to the context and culture of your team.

The decision to adopt Agile in Marketing requires outward-bound collaboration, which helps you adapt your Agile rituals to foster collaboration with external teams. This is where the presence of an Agile marketing coach is essential to success. An Agile marketing coach will provide valuable facilitation and a third-eye view. This will help your team stay on track without deviating from the agreed team objectives. Agile requires a fundamental shift in mindset, leadership, teamwork, planning and execution.

We conduct a baseline assessment of your team’s capabilities through a detailed SWOT analysis. Based on the Agile marketing SWOT analysis, we work with you to define your success criteria. The output from this exercise will serve as input for the kick-off Agile marketing workshop. Contact us for more information about Agile marketing training workshops. We work with your leadership team to create a group- and team-level Agile charter and help you select the right mix of Agile tools and software for your team context.