How do marketing teams stay organized and manage a range of different activities under one umbrella? With email, content, public relations, advertising campaigns, demand generation and everything in between–how do you create a marketing workflow that can handle the minutiae of every project? It can be a headache trying to remember what needs to happen and when–especially when you get into the small details or the overarching goals of each activity.

You already know that marketing is crucial to your business. A good marketing function is not only essential for strengthening brand awareness and educating customers–it can also significantly impact your bottom line. In a typical business, marketing contributes a whopping 15-30% of revenue when it comes to net-new customers. So how do you max out on your marketing revenue? How can you get the most out of marketing for your specific business?

Agile marketing is an approach to planning, managing and evaluating market activity, based on the principles of the agile work methodology. The agile methodology was developed by software developers in the 1990s and early 2000s, and it remains strongly associated with development work. Teams at Google, Microsoft and Electronic Arts have been among its many advocates. Agile has since been adopted by teams working in other fields such as governance, civil engineering and marketing.