Agile Scrum

4 Agile Values

Agile offers four simple, yet highly effective, values to contribute to a high-value product or service in web development and marketing. In order to accomplish this, the methodology emphasizes these values:

  • Individuals and Interactions
  • Working Products
  • Customer Collaboration
  • Responding to Change

6 Agile Marketing Values

Agile Marketing has developed its own manifesto however this document remains at the draft stage, some of the values are proposals, which is why we offer you instead the 6 values of Agile Marketing according to Jim Ewel before developing on the 10 principles of Agile Marketing:

  • Responding to change
  • Rapid iterations
  • Testing and data
  • Many small experiments
  • Individuals and interactions
  • Collaboration

Source : Jim Ewel

Read Intro to SCRUM


12 principles of Agile

Whether in web development or marketing, the 12 Agile principles provide great guidance to create a high-value product or service for a company. Here are the 12 principles based on agile development as well as the 10 agile marketing principles:


  1. Customer satisfaction by early and continuous delivery of valuable software.
  2. Welcome changing requirements, even in late development.
  3. Deliver working software frequently (weeks rather than months)
  4. Close, daily cooperation between business people and developers
  5. Projects are built around motivated individuals, who should be trusted
  6. Face-to-face conversation is the best form of communication (co-location)
  7. Working software is the primary measure of progress
  8. Sustainable development, able to maintain a constant pace
  9. Continuous attention to technical excellence and good design
  10. Simplicity—the art of maximizing the amount of work not done—is essential
  11. Best architectures, requirements, and designs emerge from self-organizing teams
  12. Regularly, the team reflects on how to become more effective, and adjusts accordingly

Source: Agile Manifesto

Agile Marketing

  1. Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems
  2. We welcome and plan for change. We believe that our ability to quickly respond to change is a source of competitive advantage
  3. Deliver marketing programs frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale
  4. Great marketing requires close alignment with the business people, sales and development
  5. Build marketing programs around motivated individuals. Give them the environment and support they need, and trust them to get the job done
  6. Learning, through the build-measure-learn feedback loop, is the primary measure of progress
  7. Sustainable marketing requires you to keep a constant pace and pipeline
  8. Don’t be afraid to fail; just don’t fail the same way twice
  9. Continuous attention to marketing fundamentals and good design enhances agility
  10. Simplicity is essential

Source : Agile Marketing Manifesto