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Ecosystem Affinity Group Write Ups from #SprintTwo

#SprintTwo had two purposes, one to update the agile marketing manifesto, and two, to discuss how we in the agile marketing community can grow the ecosystem for agile marketing. On the second day of the #SprintTwo event in September, we held twelve affinity group ecosystem sessions. However, because we had breakout sessions, the individual sessions were not recorded. This post is an effort to report on what happened at each of the sessions that did take place.

We reached out to the group leaders and asked them to post write-ups on what happened during their session on their own websites or social media channels. Three of the leaders sent us write-ups which we are sharing below. We are working to encourage the other leaders to give a helpful write-up on their own channels so we can link back to their post here. 

Consultancies Group – The group leader was Andrea Fryrear

The main needs identified were to improve the buyer/client experience by establishing credibility, credentials, or similar for Agile marketing trainers/coaches/organizations; to improve connections among trainers so they can help each other, and increase collaboration between trainers and tool vendors.

Thought Leadership Group – The group leader was Giannina Rachetta

There was some confusion as to what the thought leadership track (or guild) was about. Folks initially focused on the channels of distribution but after further discussion, the group agreed that this track is about content creation first.

Foundation Group – The group leader was Jim Ewel

The Solutions Considered

  1. Create a foundation/association chartered with expanding the reach of Agile Marketing. Organize future Sprints, create additional certifications, PR/AR work, etc
  2. Do both our own organization and improve relationships with other Agile organizations
    1. Create – if there isn’t one yet – an agile marketing chapter within established industry associations (AMA, DMA, similar int/l organizations) as a first step
    2. Link in with Business Agility Institute
    3. Form alliances/ enroll the UX and CX communities


We didn’t really discuss pros/cons; everyone felt that there needed to be some kind of organization. We discussed more things like:

  1. What is the mission statement of this group?
  2. What is the governance model?
  3. We need some dedicated people, not just volunteers. 2-3 people, maybe part-time at first
  4. How do we fund this operation?
  5. Does it need a customer advisory board?

 Next Step

Meeting to kick-off scheduled for Nov 3rd

 Global Agile Marketing Committee 

The global agile marketing affinity group met, and held another meeting after #SprintTwo. The group is working on a list of projects and prioritizing them. Including translating the Agile Marketing Manifesto into the first three languages, French, Spanish, and English, and then ten languages. The committee will also work on projects to evangelize Agile Marketing globally.

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