Agile Marketing takes its inspiration from Agile Development. But why would a set of values, principles and processes developed by software developers for faster, more predictable delivery of computer code help marketers? Aren’t developers and marketers as different as oil and water? Don’t they approach problems with a different mentality, respond to different incentives and perform very different jobs?
While it’s true that developers and marketers are different (although not as different as stereotypes might suggest), Agile Processes can apply to both Marketing and Development because they optimize how people interact and how they accomplish tasks. Let’s take a look at a few common (not necessarily Agile) laws of human interaction and see how Agile addresses them: