Agile Marketing Manifesto

What Agile Marketing Manifesto does

Agile Marketing Manifesto is an open-source, community-driven framework that defines five core values and ten principles for applying agile methodologies to marketing organizations. It was founded in January 2012 by Jim Ewel and John Cass and formally launched on June 11, 2012 during SprintZero at Mindjet's offices in San Francisco, where 35 marketers authored a first draft. The manifesto was refined through SprintOne (May 2017, Mozilla offices) and SprintTwo (September 2021, virtual), the latter reducing the values from 7 to 5 based on survey input from approximately 150 respondents.

The underlying 'technology' is a freely copyable declaration hosted at agilemarketingmanifesto.org, maintained by volunteer Travis Arnold and supported by a network of volunteer translators who have rendered it into 15+ languages. Adjacent initiatives include the Agility in Marketing certification co-created with IC-Agile in 2017 and the Agile Marketing Alliance formed in September 2021 to organize future sprints, develop new certifications, and expand ecosystem reach.

The business model is non-commercial: the framework is explicitly declared free to copy in any form, no products or services are sold, there is no formal legal entity, no disclosed headcount, and no disclosed revenue. Funding rounds, M&A activity, patents, and ownership structures are absent. The initiative operates as a volunteer collaborative whose reach is amplified through organic community channels, content marketing via the website and blog, and the multilingual translation network.

Name

Agile Marketing Manifesto

Legal name

Agile Marketing Manifesto

Website

https://agilemarketingmanifesto.org

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Agile Marketing Manifesto is a volunteer-maintained, open-source framework defining five values and ten principles for applying agile methodologies to marketing organizations, serving global marketing practitioners with no commercial products or revenue.

Ownership category

akta.pro rank

Product category

Marketing Framework

NAICS

Marketing Consulting Services (541613)

SIC

Services-Management Services (8741)

akta.pro primary industry

Foundational PM & Delivery Methods (Waterfall/Agile/Hybrid) (EDABAHAA)

Keywords

• Agile marketing framework
• Marketing methodology
• Agile transformation
• Marketing best practices
• Agile certification

GTM type

B2B

Offering type

Services

Cost components

Operations, Others

Distribution channels1 record

Marketing channels4 records

Core offering

The Agile Marketing Manifesto is an open framework that defines five values and ten principles for applying agile methodologies to marketing practices, adapted from the 2001 Manifesto for Agile Software Development. The framework is freely available to the public and is supported by community-organized sprints, multilingual translations, and a co-created certification program with IC-Agile.

Product overview

The Agile Marketing Manifesto is a single unified document/framework (not a software product) that defines values and principles for agile marketing practices. It consists of the core manifesto with five values and ten principles, supplemented by historical documentation of its development through three major sprints (SprintZero 2012, SprintOne 2017, SprintTwo 2021). The organization also supports related initiatives including the Agility in Marketing certification (co-created with IC-Agile) and the Agile Marketing Alliance formed to expand the ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• Agile Marketing Manifesto A foundational open document defining five values and ten principles for applying agile methodologies to marketing practices, adapted from the 2001 Manifesto for Agile Software Development. Freely available to marketing organizations and professionals seeking to transform their marketing operations.
• Agility in Marketing Certification A professional certification program co-created with IC-Agile that validates practitioners' understanding of agile marketing principles, available to marketing professionals through IC-Agile's certification body.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Agile Marketing AlliancecoreStrategic or Co-development Partner · 9 September 2021Evolved from the Foundation affinity group during SprintTwo to become an association chartered with expanding the reach of Agile Marketing, organizing future Sprints, and creating additional certifications.
• IC-AgilecoreStrategic or Co-development Partner · 12 May 2017Co-created the Agility in Marketing certification with IC-Agile during SprintOne event held at Mozilla's offices in San Francisco. This certification supports the adoption of agile marketing practices.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Scaled Agile (SAFe): Creator of the Scaled Agile Framework (SAFe), a leading enterprise agile methodology with established certification and training infrastructure. Represents the scaled-agile perspective that competes for mindshare in agile operating-model adoption.
• Scrum Alliance: Major agile certification body that could credibly expand into agile marketing credentials. Represents the well-funded incumbent alternative that may compete for training and certification dollars tied to agile marketing practice.
• American Marketing Association: Long-standing professional association for marketers offering training, certifications, and a codified body of marketing knowledge. Serves the same marketing-practitioner persona and competes as a recognized authority for marketing best practices.
• Content Marketing Institute: Leading content marketing education, training, and conference organization. Targets the same marketing practitioner audience and offers specialized frameworks and certifications that compete for thought-leadership authority.
• HubSpot Academy: Free marketing training and certification platform from HubSpot covering inbound marketing, content, and marketing operations. Adjacent in delivering methodology-driven training to marketing professionals at scale.
• Agile Alliance: Steward of the original 2001 Manifesto for Agile Software Development from which the Agile Marketing Manifesto is derived. Sets the broader agile ecosystem governance and frames the upstream methodology that this entity adapts for marketing.
• MarketingProfs: Established marketing training, education, and professional development organization serving marketing practitioners - the same persona targeted by the Agile Marketing Manifesto's framework.
• Digital Marketing Institute (DMI): Global marketing certification body offering practitioner credentials. Represents a well-resourced incumbent competing for the same audience seeking formalized marketing methodology credentials.

Direct peers

• Agile Marketing Alliance: Formed from the Foundation affinity group at SprintTwo 2021 with a charter to expand the reach of agile marketing, organize future sprints, and create certifications. Closely aligned with the Agile Marketing Manifesto - essentially the institutional extension of the movement.
• IC-Agile: Co-creator of the 'Agility in Marketing' certification with the manifesto during SprintOne 2017. Operates the credentialing pathway that commercializes the framework's principles and serves the same practitioner audience.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/jimewel

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agile Marketing Manifesto