Marketers Gather to Update the Agile Marketing Manifesto Values

Agile Marketing Manifesto Values Updated 9-9-2021

We did it… We revised the values of the Agile Marketing Manifesto! We slimmed them down from 7 values to 5 values and we improved them.

 You can see and share the newly updated values on the Agile Marketing Manifesto website at

In 2012 a group of 35 marketers came together at #SprintZero to write the first version of the Agile Marketing Manifesto. The idea for an Agile Marketing Manifesto all started with a meeting in January 2012, Jim Ewel and John Cass met on the 2nd floor of the Starbucks in Harvard Square, Cambridge Jim suggested a gathering of agile marketers, and from there the group of volunteers was inspired by the original Agile Manifesto which drove the adoption of Agile by developers. The organizing team with many other volunteers put the conference together. Jascha-Kaykas Woolf hosted the group at the offices of MindJet in San Francisco. Travis Arnold put together a preliminary list of values prior to the conference based on a synopsis of several published agile marketing manifesto blog posts. Jim Ewel hosted the workshop. Travis launched after the conference and maintains the site.

 The team created an Agile Marketing Manifesto of 7 values and 10 principles. But all attending thought this was the first draft and that we would soon be back together to finalize the Agile Marketing Manifesto. 

 Instead, it took nine years for us to get back together to finalize the Agile Marketing values.

 This week in a virtual conference called #SprintTwo 80 marketers came together to review the values and develop the final version for 2021. 

 Starting in June the survey and data team (Andrea Fryrear, Rachel Chapman, and Jayson Gehri) produced a survey and sent it out via social media and various email lists. The responses from approximately 150 marketers guided the core team to propose a new set of five values and 11 principles. Then at the #SprintTwo conference, we finalized the five values. Attendees voted on the values and debated the final version before coming to an agreement. Melissa Reeve suggested using the first-to-five voting, and then ROAM method at the conference. Although we did not finalize the principles, a group did agree to meet in the coming months to try to finalize a new set of principles to further clarify and elaborate on the values. 

 We are happy to announce the update to the Agile Marketing Manifesto values, removing several duplicate meanings, and clarifying the meaning of others, as well as thinking generally about how the marketing profession has progressed in the last 9 years. 

 Thanks to all of the great volunteers involved in the project: 

Please share with your community, and see what they think, and start using them in your marketing day-to-day practices. 

Lastly, we need to go through the process of translating the values. If you are interested in attempting a translation of the values, please let us know by filling out the following form. We have established some criteria to guarantee the Marketing and Agile knowledge of the Agile Marketing manifesto’s translators. Please fill out the survey: