The Agile Marketing Edge

Does Agile marketing work differently for B2B and B2C teams? In B2B, marketing teams can wait months to see whether their work contributes to a closed deal. In B2C, data and customer feedback can arrive so quickly that teams struggle to distinguish meaningful insights from noise. The Agile principles are the same. But the challenges they need to solve can look very different. In this episode of The Agile Marketing Edge, AgileSherpas Principal Monica Georgieff sits down with Cheryl Sutton, a marketing leader with more than 20 years of experience across financial services, healthcare, and apparel, to explore how Agile marketing adapts across B2B, B2C, and mixed business models. Together, they examine how sales cycles, stakeholder complexity, approval processes, and feedback speed influence the way marketing teams plan, collaborate, experiment, and improve.

AI is changing marketing faster than traditional annual plans can keep up. So, is strategic planning becoming obsolete? Not quite. The problem isn't planning itself. It's the assumption that a detailed, 12-month plan can survive unchanged in a world where customer expectations, technology, and competitive conditions shift constantly. In this episode of The Agile Marketing Edge, AgileSherpas Chief Value Officer Ross Libby challenges the idea that AI has killed strategic planning and explores why dynamic planning is becoming more important than ever. Drawing on findings from the 9th Annual State of Agile Marketing Report, research on AI productivity, and insights from the SAFe and AI Summit, Ross explains why organizations need to move beyond rigid annual plans without falling into the opposite trap of constantly shifting priorities. Because AI can help your team produce more work, faster. But without strategic direction, better prioritization, and a reliable planning rhythm, more output doesn't necessarily translate into better business outcomes.

HubSpot’s new Loop Marketing framework is built for the AI era. But what actually makes the loop move? After losing roughly 80% of its organic search traffic while continuing to grow revenue, HubSpot rethought how modern marketing should work. The result is Loop Marketing: Express, Tailor, Amplify, and Evolve—a continuous system designed to learn and improve with every cycle. In this episode of The Agile Marketing Edge, Andrea Fryrear puts Loop Marketing side by side with the Agile Marketing Operating System and finds some striking similarities. But she also identifies three places where Loop can slow down if the operating system underneath it isn’t designed to keep pace. Because AI has made creating and launching marketing work dramatically faster. It hasn’t automatically made teams better at prioritizing that work, finishing it, incorporating what they learn, or improving how they operate. Tune in to uncover the missing piece that makes Loop Marketing truly effective.

In this episode of The Agile Marketing Edge, we dive into the unique challenges faced by credit union marketing teams in the age of AI. As marketers juggle roles from brand management to social media, they must also navigate the complexities of compliance and community trust with limited resources. We explore why Agile marketing is no longer optional but essential for these teams. Joining us is Tony Hill, a seasoned expert with 15 years in the credit union industry, who shares insights on adopting AI responsibly and the evolving role of agile processes. Discover how credit unions can leverage agility to compete effectively against larger banks and meet the diverse needs of their members. Tune in to learn how to turn Agile theory into real-world marketing breakthroughs.

Teams often mistake the absence of visible problems for evidence that they have a strong foundation. But underneath that apparent calm can be fragile processes, unspoken problems, unsustainable workloads, and systems that won’t survive the next stage of growth. In this episode of The Agile Marketing Edge, AgileSherpas Chief Value Officer Ross Libby breaks down four dangerous “false senses” that can make marketing teams believe they’re in better shape than they really are: security, stability, scalability, and sustainability. Drawing on personal experience and findings from the latest State of Agile Marketing Report, Ross explores what separates a team that merely feels fine from one that has deliberately built the systems to stay resilient as conditions change.

In this episode of The Agile Marketing Edge, Andrea explores how to build a metrics culture that truly drives better marketing decisions. Many teams are overwhelmed by dashboards, yet starved for actionable insights. Tune in to hear why more data isn't the answer and how Agile rhythms can bridge the gap between having data and using it effectively. We'll delve into the importance of a disciplined operating rhythm, the pitfalls of vanity metrics, and the necessity of incorporating customer insights into decision-making. Andrea will share practical steps to transform your metrics culture, ensuring your data informs real decisions rather than just decorating dashboards. Join us as and uncover how Agile marketing can turn your data into a powerful decision-making tool.

This episode of The Agile Marketing Edge is hosted by AgileSherpas Principal Monica Georgieff. She dives into the critical role retrospectives play in marketing teams, exploring how they can either propel success or lead to stagnation. Drawing from her firsthand experience with a health and life sciences team, Monica reveals the pitfalls of ineffective retrospectives and the transformative power of a single change. Discover why 52% of successful Agile marketers prioritize retros and how psychological safety and actionable feedback loops are key. Tune in to uncover the secrets to making retrospectives a catalyst for continuous improvement and Agile success.

This episode of The Agile Marketing Edge is different than any other before. It's the beginning of an exciting new chapter for the podcast, where two new hosts will be rotating with your favorite Andrea Fryrear to give you the hottest insights from the world of Agile Marketing. This week your host is AgileSherpas Chief Value Officer, Ross Libby. In episode 35, he dives into the evolving structure of marketing teams in the age of AI. Tune in to explore the longstanding debate between cross-functional teams and centers of excellence, revealing how AI now allows us to harness the strengths of both. Discover why the traditional fight between speed and depth is over, and how small, Agile teams can achieve remarkable results. With insights from real-world examples like MetLife Stadium's two-person marketing team, Ross shares strategies for optimizing team structures without sacrificing judgment and wisdom. Tune in and rethink marketing team dynamics for smarter, faster, and more effective outcomes.

In this episode of The Agile Marketing Edge, Andrea tackles the pervasive issue of unfinished marketing work. Discover why too much work in progress (WIP) is the real culprit behind stalled projects and how it's not just about being busy. Delve into the systemic design flaws that lead to overwhelming WIP and explore insights from successful Agile teams that have mastered the art of limiting work in motion. Learn how to implement Kanban principles, set effective WIP limits, and protect your team's boundaries to boost productivity and reduce stress. Tune in, as we explore practical steps to transform your marketing workflow and finally conquer the WIP challenge.

In this episode of The Agile Marketing Edge, we explore why many marketing AI initiatives fail before they even start. Despite having access to the same AI tools and resources, Agile marketing teams are three times more successful in integrating AI compared to their non-agile counterparts. With our special guest, Melissa Reeves, author of Hyperadaptive, we delve into the cultural and structural reasons behind this disparity. We discuss the importance of organizational readiness, the need for clear policies, and how agile practices foster a growth mindset essential for successful AI adoption. Melissa shares insights from her book and highlights successful case studies, like Moderna's AI-driven transformation. Tune in to discover how to navigate the challenges of AI integration and ensure your marketing team thrives in the age of AI.