Agile Education

Agile Marketing Manifesto

The following side by side comparison of Manifestos helps to clearly see some of the main differences emerging between the Agile Dev 2001 version and the Agile Marketing 2012 version.

Note: Agile Marketing Manifesto is being modified by the Sprint Two Leadership Team and hundreds of comments and results gathered during a Survey announced May 28th 2021. We will provide an Update when the new Document is Published at

Manifeste Marketing Agile en français

Agile and Agile Marketing Values Comparison

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

7 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 sometimes see 6 instead of 7 Values of Agile Marketing:

  • Validated learning
  • Customer focused collaboration
  • Adaptive and iterative campaigns
  • Customer discovery
  • Flexible planning
  • Responding to change
  • Many small experiments
Agile ValuesAgile Marketing Values
Manifesto for Agile Software Development

We are uncovering better ways of developing
software by doing it and helping others do it.
Through this work we have come to value:
Manifesto for Agile Marketing

We are discovering better ways of creating value for our customers and for our organizations through new approaches to marketing.

Through this work, we have come to value:
1. Individuals and interactions over processes and tools1. Validated learning over opinions and conventions 
2. Working software over comprehensive documentation2. Customer focused collaboration over silos and hierarchy 
3. Customer collaboration over contract negotiation3. Adaptive and iterative campaigns over Big-Bang campaigns 
4. Responding to change over following a plan4. The process of customer discovery over static prediction 
5. Flexible vs. rigid planning 
6. Responding to change over following a plan 
7. Many small experiments over a few large bets 
4 Agile Values and 7 Agile Marketing Values as of May 2021

Agile and Agile Marketing Principles Comparison

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:

Agile PrinciplesAgile Marketing Principles
1. Customer satisfaction by early and continuous delivery of valuable software.1. Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems
2. Welcome changing requirements, even in late development.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 working software frequently (weeks rather than months)3. Deliver marketing programs frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale
4. Close, daily cooperation between business people and developers4. Great marketing requires close alignment with the business people, sales and development
5. Projects are built around motivated individuals, who should be trusted5. Build marketing programs around motivated individuals. Give them the environment and support they need, and trust them to get the job done
6. Face-to-face conversation is the best form of communication (co-location)6. Learning, through the build-measure-learn feedback loop, is the primary measure of progress
7. Working software is the primary measure of progress7. Sustainable marketing requires you to keep a constant pace and pipeline
8. Sustainable development, able to maintain a constant pace8. Don’t be afraid to fail; just don’t fail the same way twice
9. Continuous attention to technical excellence and good design9. Continuous attention to marketing fundamentals and good design enhances agility
10. Simplicity—the art of maximizing the amount of work not done—is essential10. Simplicity 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
12 Agile Principles and 10 Agile Marketing Principles as of May 2021
agile marketing manifesto

Take the Agile Marketing Course at reputable Canadian Universities in Montreal, Quebec or Toronto, Ontario. Online Classes also Offered.

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Agile Education

Agile Marketing Case #1


Agile Marketing Case Content

  1. Agile Marketing Learning Objectives
  2. Applying Agility in Experiments
  3. Hypothesis Testing
  4. Case Data

Agile Significance Case Learning Objectives

The Learning Objectives of this Agile Marketing Education Case have been specifically selected and designed (as Agile Educators we apply and use Bloom’s Taxonomy) to help your Marketing Students:

  • Understand by classifying Statistical Significance results in order to Determine the Validity of a Marketing Activity.
  • Analyse by differentiating Performance levels of a Call to Action based on Statistical Significance Data in order to enhance Decision Making for Marketing.

Prior Learning:

As you apply Agile Marketing Education you will want to ensure you tap into and build from prior learning concepts such as Statistics to provide your Students with the best Marketing Outcomes. Help Marketing Students by Getting them to Think in terms of the Pillars of Empiricism (evidence discovered in experiments and validated measurement).


Provide Marketing Learners with a Quick example of Major Discoveries that occurred as a result of Experimentation.

These Pillars are often present during Experiments:


Challenges in Learning about Statistical Significance for Marketing:

Practicians of Agile Marketing are encouraged to engage in many small experiments over a few large bets (Reminder: this is one of the Agile Marketing Manifesto Values).

Challenges Marketing Learners face is with regards to conducting many small experiments without knowing how to apply Statistical Hypothesis Testing.

This is an area where an Agile Marketing Educator can contribute significantly on the Learner’s Marketing Experimentation Success rate and Insightful Tests by sharing practical theory and reliable Steps to ensure Marketers conduct Valid Experiments.


As stated above, conducting many experiments is highly valued in Agile Marketing but how can you help a Learner continuously Conduct Valid Experiments?

You may use any method you wish to conduct an A/B Test so long as it follows a Process guided by genuine Hypothesis Testing. However, for this Case we suggest the following Mnemonic-inspired Test alternative to ensure Students remember the Key Test Phases as it clearly spells out the word HOME:

  • H – Hypothesis that can be tested based on observable Data
  • O – Outcome that objectively suggests Success or Failure
  • M – Marketing Activity Application
  • E – Ensuring Statistical Significance of Observed Results


During an Agile Stand-Up Meeting colleagues from Consumer Behaviour suggested that Product Attributes such as Fast Delivery are very powerful. The Social Media Department also indicated they received two positive Comments (out of 100) regarding Fast Delivery on Facebook. Analytics and Web Design people in the Company are more than happy to change your Call to Action in order to emphasize Fast Delivery.

Based on the above information, you decide to run an A/B Test using two nearly identical Pages on your company website but with different Call to Action.

How will you know if the results of your Test is Valid and legitimately merit to influence Changes on your Website and your Marketing Content?


H – Hypothesis

We will Test if “Fast Delivery” as a Call to Action will yield better Clickthrough Rates

O – Outcome

We will observe response between Call to Action and consider one as Better only if there is clear evidence from the Data gathered for CTA, CTR as well as Statistical Significance between the two samples.

M – Marketing Application

Create two Pages with Different Call to Action, let generic traffic run for 7 Days

E – Ensuring Statistical Significance

We will use a Statistical Significance Calculator for A/B Testing in order to analyse the two samples


As an Agile Marketer pondering the Results of an A/B Test, you find that the Clickthrough Rate (CTR) for one Call to Action (CTA) is 34% versus another at 33%, should you automatically conclude that the 34% is statistically better and will you Direct Marketing Activities based on that Observation alone?

Results of the Test also revealed that each Page did not get equal Traffic (observed 700 Visits on one page while the other Page received 1000), could there be another Variable that influenced the Performance and can we still Test Significance?

Clickthrough Rate (CTR) for “Fast Delivery” was better by 1%.





CTA Clicks: 325

CTA CTR: 33%

CTA2 (“Fast Delivery”)


CTA Clicks: 235

CTA CTR: 34%

At first glance, CTA2 (“Fast Delivery”) appears to perform 4% better than CTA1 with an Overall CTR of 34%. Since 34% is better than 33%, we therefore should choose CTA2 and redesign our website, right?

How do you determine if the CTA had a real Impact?


Use an A/B Test Calculator Online in order to correctly interpret CTR and improve Decisions based on Statistical Significance.

1) Take a Moment to go Online and Select an A/B Test Calculator

2) Input the Visits and CTA Clicks for both Samples

3) Show the Certainty Calculation Results to the Students directly from the screen

Results of CTA2 VS CTA1 Certainty Calculation: 68%

Consider what it means when Statistical Significance is 68%, how certain are we that CTA2 is better than CTA1? What would you do?

Agile Marketing Education A/B Test Calculator
Source: A/B Test Calculator


As an Agile Marketer do you Test Further or simply make your final Marketing Decision based on the 68% Certainty you observed in the Case above?

Duration: 5 Minutes


Statistical Significance in Marketing can be controversial, some proponents of Opportunity Cost in Marketing (i.e. if Marketing waits for 90% Certainty, it makes us slow therefore we may lose Time and Opportunities) suggest that a Minimum Certainty can be established below 90% perhaps even near 70% is sufficient.

Although it may be tempting to discuss the issue solely with Marketing Management and establish your own Marketing threshold, don’t forget the Client.

The best course of action with regards to Marketing KPI level to use is to ask that Performance Question Differently – always embrace the perspective of the Client or even better, ask the them directly!

Consider the following Agile Marketing Value “Customer focused collaboration over silos and hierarchy”.

A Quick Way, and often effective way, of deciding if a Certainty of 68% is adequate would be to honestly determine if we would be comfortable revealing to a Marketing Client that we could be wrong 32% of the time.


Hypothesis Testing is a simple way to help make Marketing Decisions.

It takes a few seconds to check and confirm Statistical Significance using an A/B Test Calculator Online!

Never forget the Client’s role in guiding your Marketing Decisions.

Are you a Marketing Educator?

Do you have Comments, Advice or Experiences to Share with regards to how you Teach Decision Making in Marketing? Contact Us!