AGILE MARKETING

Playbook & Toolkit

Follow this simple step-by-step playbook to develop an Agile Marketing plan

that supports your company’s goals & objectives.
Table of Contents AGILE MARKETING
Framework 03

Introduction 04

stage
1 Understand Agile Marketing 08

stage
2 Organize Your Tasks 13

stage
3 Plan Your Sprint 16

stage
4 Agile Management 19

stage
5 Sprint Review 23

stage
6 Automate Agile Marketing 26

About 28
 AGILE MARKETING
Framework
Click the buttons below to access all related
Leverage the framework below to quickly training, tools, templates, and other resources.
empower your organization’s agile marketing strategy.

1 LEARN 2 ORGANIZE 3 PLAN 4 EXECUTE 5 REVIEW 6 AUTOMATE

Agile Marketing Agile Sprint Agile Sprint Review

Agile Backlog Tool Agile Kanban Chart Smart Projects
Playbook Planning Tool Checklist

Agile User Story Agile Standup Agile Sprint Retro-

Prioritization Tool Checklist spective Checklist

Backlog Agile Scrum Master

Prioritization Tool Checklist
 1 2
Understand Organize Your
Agile Marketing Tasks
Introduction
What Is Agile Marketing?
Agile Marketing is a powerful and proven tactical
approach to improve the processes that empower your
marketing team, encouraging constant and swift growth.
An Agile approach allows teams to be more capable to adapt to real-
time marketing challenges or opportunities. Not only does the Agile
process improve a teams speed, but it encourages transparency and
rewards adaptability, ultimately leading to happier and less stressed
team members and more consistent results.
In an Agile Marketing process, the team discovers and then focuses
their collective efforts on the projects that matter most; completing
these together cooperatively.
The goal with Agile Marketing is to continuously and incrementally improve
over time, and consistently measure the impact completed projects provide.
3 4 5 6
Plan Your Sprint Agile Sprint Review Automate Agile
Management Marketing
Agile Marketing is based on the Agile approach to project management
often used in software development to encourage programmers to
focus on incremental progress over building bigger projects, that take
longer to complete, and may be irrelevant or unnecessary after they are
completed.
By focusing on projects incrementally, the results are available much
quicker, allowing the teams to test and analyze the outcomes before
investing more resources in that area.
This approach has been so successful helping teams get faster and
more efficient that the Marketing world has begun implementing it on
marketing related projects, with equally great results.
Keeping with the concept behind Agile Marketing, this Playbook & Toolkit is
designed to be a quick and rapid review of the concept, how it works, and
how you can leverage this powerful methodology with your marketing team.
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Understand Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Agile Marketing Tasks Management Marketing

Introduction

Agile Marketing Manifesto

During a conference on Agile Marketing, the attendees were asked to They also agreed on these fundamental Agile Marketing principles:
compile and vote on a manifesto that covers what Agile Marketing is all
Our highest priority is to satisfy the customer through early and contin-
about.
uous delivery of marketing that solves problems.
The following list has become a popular manifesto for the Agile Marketing
We welcome and plan for change. We believe that our ability to quickly
world.
respond to change is a source of competitive advantage.

1 Validated learning over opinions and conventions
2 Customer focused collaboration over silos and hierarchy
3 Adaptive and iterative campaigns over Big-Bang campaigns
4 The process of customer discovery over static prediction
5 Flexible vs. rigid planning
6 Responding to change over following a plan
7 Many small experiments over a few large bets
Deliver marketing programs frequently, from a couple of weeks to a
couple of months, with a preference to the shorter timescale.
Great marketing requires close alignment with the business people,
sales and development.
Build marketing programs around motivated individuals. Give them the
environment and support they need, and trust them to get the job done.
Learning, through the build-measure-learn feedback loop, is the
primary measure of progress.
Sustainable marketing requires you to keep a constant pace and
pipeline.
Don’t be afraid to fail; just don’t fail the same way twice.
Continuous attention to marketing fundamentals and good design
enhances agility.
Simplicity is essential.

AGILE MARKETING 5
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Understand Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Agile Marketing Tasks Management Marketing

Introduction

Example and Use Cases

Agile Marketing can be used in every possible marketing or sales FIGURE 1: OREO’S AGILE MARKETING RESPONSE. (Twitter)
scenario including content marketing, social media, web development,
SEO, mobile app development, marketing automation, PPC ads, landing
page optimization, and much more.

The power of Agile Marketing lies in it’s ability to respond quickly to what-
ever is happening in the market, and support teams in prioritizing their
projects so they can deliver fast and relevant campaigns.

For example, during the 2013 Super Bowl there was a blackout, and
savvy marketers, including the team at Oreo Cookies (Figure 1), quickly
responded on Twitter knowing the whole world was watching and talking
about this event.

AGILE MARKETING 6
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Understand Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Agile Marketing Tasks Management Marketing

Introduction

Glossary of Terms
Before we review how Agile Marketing works, please review this glos-
sary of terms to begin to become familiar with the terminology used when
working with an Agile management process.

Sprint: A specific length of time in which a team commits to complete Point Scale: Point system describing the difficulty of a task, instead of
a project. using hours.

Sprint Burn Down: A daily progress tracking chart for the duration of Impediment or Blocker: Something that is preventing the teams
the sprint. efficiency.

Sprint Backlog: A prioritized list of responsibilities to be achieved Sprint Review: Team meeting where successes/lessons are shared
during a sprint. from last sprint.

Product Backlog: A list of features/tasks that the team will add to Standup or Scrum: Team meets about yesterdays work, todays plans
future sprints. and ‘blockers’.

Task or User Story: Description of desired outcome from stakeholders Scrum master: The person responsible for sprint planning, reviews
perspective. and meetings.

Success Criteria: What must be achieved to declare a task complete. Kanban: A highly adaptable productivity approach for visually plan-
ning as a team.
Story Points: An estimated amount of effort a specific amount of work
will take.

AGILE MARKETING 7
 AGILE MARKETING

STAGE 1

Understand Agile Marketing

In this first stage, you will need to learn how agile marketing works so you can
define your team roles and begin your first Sprint.

STEP 1: Understand How Agile Marketing Works

STEP 2: Defining Team and Roles
STEP 3: Start Small but Strong
STEP 4: Potential Obstacles
STEP 5: Leverage Tools and Software
 2 3 4 5 6
Introduction
1 Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Tasks Management Marketing
Understand
Agile Marketing

STEP 1
Understand How Agile Marketing Works

In Agile Marketing, teams use Sprints (which are short focused Over the course of the Sprint, tasks are achieved which
periods of defined work) to get things done. incrementally improves the project (or in many cases a piece
of software), and with daily Standup meetings to ensure
These Sprints are planned as a team, and consist of multiple
collaboration.
tasks (also known as User Stories) which are required to be
completed for the Sprint to be successful. The entire team must
work together to help each other achieve a successful end FIGURE 2: THE SCRUM PROJECT MANAGEMENT METHOD
result for every Sprint. (Lakeworks)
24h
This means collaborating with other team members who may
be focusing and ‘owning’ a specific task or user story, to help
30 DAYS
them achieve the results required. Failure of a Sprint is the
entire teams responsibility.

Sprints are usually 1-4 weeks long, and anything that is too large
of a project will get broken down into smaller more digestible Product Sprint Working increment
Sprint
Backlog Backlog of the software
chunks, over the course of several Sprints. The concept of Sprints
comes directly from a popular methodology known as SCRUM.
After each Sprint, the team measures impact both good and bad
The SCRUM process (Figure 2) itself is continuous. It starts and does a Sprint Review and Retrospective, to ensure mistakes
with sprint planning, which takes tasks, or user stories, from the are not repeated. Agile embraces failure as part of the learning
product backlog, and places them into the Sprint backlog. process, and leverages these insights in the next Sprint.

AGILE MARKETING 9
 2 3
Introduction
1 Organize Your
Tasks
Understand
Agile Marketing
STEP 2
Defining Team and Roles
To get started with Agile Marketing it is important that you have
the buy-in from key stakeholders at your organization. Although
the Agile process is a proven method for empowering your
marketing team to become more efficient, it is an entirely new
way of approaching project management to many people.
Although Agile Marketing focuses on all roles, titles and seniority
to be removed from the working environment, there is still a
level of hierarchy required for proper organization. Therefore,
every Agile team must have several key individuals, all working
together to achieve each Sprint. Ultimately, there are two key
distinctions to be made:
Product Owners: Maintain backlog and represent stake-
holder interests.
Product Teams: Self-managing groups of people who
develop the product.
Depending on how many teams you have, or consecutive prod-
ucts (otherwise known as projects) are being focused on, it can
be helpful to have a higher level individual that manages the
entire Agile/Scrum process often known as the ‘Scrum Master’.
4 5 6
Plan Your Sprint Agile Sprint Review Automate Agile
Management Marketing
STEP 3
Start Small but Strong
It can be difficult to change how your organization operates.
That’s why it is important to start small and grow your program
over time, to get full buy-in and acceptance from the organiza-
tion and marketing team as a whole.
Often, the most successful approach, is for an individual to start
using Agile on their own and prove it works.
It’s a good idea to start with a small project that has a short
timeline and is not critical (so you can try the process without
becoming overwhelmed and abandoning the process as a result).
If you can find allies who also share your enthusiasm for Agile
Marketing, another approach is to start with a low risk pilot
project first.
No matter which scenario applies to you and your team, you
should try to fully embrace the workflow from the start. That
includes creating a backlog, managing your Sprints and having
Standup meetings to tracking progress visually for the team (or
yourself) to reference.
AGILE MARKETING 10
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Introduction
1 Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Tasks Management Marketing
Understand
Agile Marketing

STEP 4
Potential Obstacles

One of the biggest challenges with using Agile Marketing is The meetings should be short and focused with a specific agenda.
getting the momentum going where everyone feels comfortable For example, during a Daily Standup, no one should be sharing
with the process, and does not deviate from it. It is very important anything that is not a direct answer to the three questions asked:
that everyone on the team follow the same set of rules equally.
1 What did you do yesterday?
One key problem occurs in that the team will need to focus on
learning a new methodology and process (while they do the
2 What will you do today?
work itself within its rules).

It’s important not to overwhelm your team with too many new
concepts at the same time, such as learning a piece of software
(while learning Agile itself). Starting with a simple whiteboard,
the entire team can share, is often the best way to start.
Often problems arise when people who aren’t following the rules
interfere with those who are. For example, if team members
are not present for reviews (when they should be), or non-core
team members consume a meeting with discussions that are
not relevant, it won’t take long before people stop believing in
the Agile process.
Time spent in meetings should never be spent discussing
generalities or going off on any tangents.
3 Are there any impediments in your way?
In general, only team members with work assigned should ever
be speaking at a meeting. Any topics outside of the three ques-
tions above should be addressed outside of a Standup meeting,
and that goes for other Agile meetings as well (including Sprint
Reviews and Sprint Retrospectives).
It is important that teams report directly to other team members
about their progress instead of privately to a single member or
the Scrum Master. It is a key component of Agile, that everyone
is on the same page at all times, and that time used for commu-
nication is kept brief and focused.

AGILE MARKETING 11
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Introduction
1 Organize Your Plan Your Sprint Agile Sprint Review Automate Agile
Tasks Management Marketing
Understand
Agile Marketing

STEP 5
Leverage Tools and Software

It is important to state that Agile Marketing is more about

focusing on the process itself, than any specific tool. As we
shared, you can use a whiteboard to successfully implement an
Agile process with your team using Kanban.

That said, using digital tools and resources can be a powerful

way to organize the work ahead and ensure everything related
Demand Metric provides busy marketers with
to your Agile Marketing effort is on track.
Agile Marketing software powered by over
1,000 practical tools, templates, how-to guides
and training resources.
In the following stages, numbered two to six, we
will share some Excel-based tools included in our
Agile Marketing Toolkit to help you immediately
leverage an organized approach to Agile
VIEW WEBSITE
Marketing with your team, along with software to
automate the process entirely.

AGILE MARKETING 12
 AGILE MARKETING

STAGE 2

Organize Your Tasks

In this second stage, you will organize your tasks so they can be assigned
and completed using an agile approach.

STEP 1: Creating a Backlog

STEP 2: Organize your Product and User Story Backlog
STEP 3: Find the most useful user stories or tasks

AGILE MARKETING 13
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Introduction Understand
2 Plan Your Sprint Agile Sprint Review Automate Agile
Agile Marketing Management Marketing
Organize Your
Tasks

STEP 1
Creating a Backlog

The Agile Marketing process begins with defining all of the For example:
projects your team wants (or needs) to work on. This requires
“As a [Company Name] [Your Role], I need a
defining the work required and placing it in a Product Backlog,
[Insert Marketing Need], so that I can [Insert
which represents all of the projects and tasks you plan on
Outcome].”
working on in the near future.

The goal of each Sprint is to take items from that Product This becomes:
Backlog, and then place them into the Sprint Backlog to be
completed within the time defined for that specific Sprint, in “As an ABC Corporation Content Marketer, I
short iterations. need a video-based landing page, so that I can
ensure customers will engage and sign up to
Your team must develop a backlog of tasks (also known as User our June 30th webinar on ‘Product XYZ’.”
Stories) that describe the work in context to the stakeholders
involved.

A Story should be a small piece of work that can be written
in context to the person doing the work itself. Truth be told, if
the person working on the task cannot answer why they are
doing the task, or define what will make the task successful,
they really shouldn’t be working on it at all.
Ultimately, the goal of any Agile Marketing team is to prioritize
stories based on their importance to the organization, and
then estimate how difficult the task will be using story points
(instead of hours).

AGILE MARKETING 14
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Introduction Understand
2 Plan Your Sprint Agile Sprint Review Automate Agile
Agile Marketing Management Marketing
Organize Your
Tasks

STEP 2 STEP 3
Organize Product and User Story Backlog Find the Most Useful User Stories or Tasks

Action Item Action Item

Our Backlog Tool will help you organize and keep track Our User Story Prioritization Tool has been designed to
of your Agile Backlog. help your team understand which tasks are the highest
priority based on important business criteria.

VIEW RESOURCE VIEW RESOURCE

You need to organize the backlog for your Agile Marketing
effort.
Your Backlog is an important part of the Agile process, allowing
you to store future tasks or projects so action can be taken on
them at the right time in a future Sprint.
A User Story (or task) is the primary component of a Sprint.
Each Sprint consists of multiple User Stories (or tasks), and it
can be confusing to know which tasks are best suited for your
upcoming Sprint.
Helpful Hint – Use the Backlog Prioritization Tool to find
the most useful next actions in your backlog of tasks for
your agile marketing sprints.

AGILE MARKETING 15
 AGILE MARKETING

STAGE 3

Plan Your Sprint

In the third stage, you will run your first Sprint,
and track the results, from utilizing an agile approach.

STEP 1: Running a Sprint

STEP 2: Plan and track what is involved within each sprint

AGILE MARKETING 16
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Introduction Understand Organize Your
3 Agile Sprint Review Automate Agile
Agile Marketing Tasks Management Marketing
Plan Your
Sprint

STEP 1
Running a Sprint

Each Sprint can last from 1-4 weeks depending on what the FIGURE 3: A BURNDOWN CHART HELPS TRACK
Product Owner, or Scrum master decides. PROGRESS (Pablo Straub)

During that time each member of the team is assigned tasks

(user stories) that they will complete.

They must focus on achieving these tasks within the time

allotted, and must manage themselves to ensure they get the
results required.

These results are defined as specific success criteria for each

task. Although each team member has their own tasks to focus
on, the team must also help others complete their tasks by
collaborating throughout the process.

An Agile Marketing team is always focused on a collaborative

effort.

Tools such as a Burndown chart (Figure 3) are used to help

the team visually understand where they stand in terms of
achieving the Sprint. These tools are usually maintained by the
Product Owner or Scrum Master.

AGILE MARKETING 17
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Introduction Understand Organize Your
3 Agile Sprint Review Automate Agile
Agile Marketing Tasks Management Marketing
Plan Your
Sprint

STEP 2
Plan and track what is involved within each sprint

Action Item

Our Sprint Planning Tool is designed to help you

execute and plan consecutive Sprints, and track current
progress as a team.

VIEW RESOURCE

Planning your Sprints are an important but difficult part of the

Agile Marketing process.
The main tab can be duplicated for multiple sprints, and act as
a resource for your entire Agile team.

AGILE MARKETING 18
 AGILE MARKETING

STAGE 4

Agile Management
In stage four, you will learn agile management best practices, and how to manage Standups.

STEP 1: Understanding Agile Management

STEP 2: Organize and visually show the context for tasks
STEP 3: Quickly review how well your team is doing
STEP 4: Understand Standups
STEP 5: Ensure your Standups do not miss anything

AGILE MARKETING 19
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Introduction Understand Organize Your Plan Your Sprint
4 Sprint Review Automate Agile
Agile Marketing Tasks Marketing
Agile
Management

STEP 1
Understanding Agile Management

Often within an Agile team (that is using the Scrum methodology),
there is a leader called the Scrum Master. This individual often
uses a Sprint Burndown chart (page 9) to track progress.
They ensure user stories are prioritized and that any items
brought up during a retrospective meeting are documented.
They look out for obstacles in the way of the Sprint, and ensure
everyone on the team is aware of the goal, and are in sync for
the expectations for each Sprint.
It uses columns with different contexts within them such as:
Planning, Waiting For, Ready, Doing and Done. Team members
use sticky notes and place their tasks on the board for everyone to
see. As items are achieved they are placed in the ‘Done’ column.
This method allows team members to understand where
everyone’s tasks are currently, and how they can help each
other to achieve the Sprint as a team.

Ultimately, the Scrum Master is the coach that ensures the team FIGURE 4: A SIMPLE KANBAN BOARD FOR TRACKING
is working both independently and collaboratively, and that PROGRESS (Jeff Lasovski)
everyone is having a stress free experience. One of the tools a
Scrum Master can use to bring their team together is a Kanban To Do Doing Done
board (Figure 4). Kanban is another widely used method for
organizing an Agile teams activity.
USE LEARN GE T STICKY
Kanban is based on the Japanese strategy of ‘Kaizen’, which ABOUT
KANBAN NOTES!
encourages teams to achieve continuous improvement KANBAN
incrementally, one step at a time. TRY GE T A
KANBAN WHITE
Kanban is often implemented as a whiteboard in a visual TOOL BOARD
location within the office.

AGILE MARKETING 20
 1 2 3 5 6
Introduction Understand Organize Your Plan Your Sprint
4 Sprint Review Automate Agile
Agile Marketing Tasks Marketing
Agile
Management

STEP 2 STEP 3
Organize and visually show the context for tasks Quickly review how well your team is doing

Action Item Action Item

Our cloud-based Agile Marketing Software has a Our Scrum Master Checklist is designed to empower the
kanban board view to immediately allow team members Scrum Master with best practices they should leverage
to leverage the power of Kanban. every single day, to ensure they keep everything on track.

VIEW WEBSITE VIEW RESOURCE

Kanban boards are a powerful way to organize a team’s effort. A Scrum Master is the leader of the Agile Marketing process,
They are often used in conjunction with a SCRUM methodology and they have responsibilities including managing the team,
(such as Agile), to enhance overall results, but can be difficult to and ensuring the Sprint is on track.
get started (and often requires a large whiteboard).

We also offer an Excel-based Kanban Chart to empower those

who prefer to manage their work offline.

AGILE MARKETING 21
 1 2 3 5 6
Introduction Understand Organize Your Plan Your Sprint
4 Sprint Review Automate Agile
Agile Marketing Tasks Marketing
Agile
Management

STEP 4 STEP 5
Understand Standups Ensure your Standups do not miss anything

During each Sprint, it is vital to have regular Standup meetings. Action Item
These are short meetings (usually daily) that last around 15
Our Standup Checklist is designed to ensure these
minutes where each team member answers three important
meetings are run properly and effectively.
questions:

1 What did you do yesterday?

2 What will you do today?

VIEW RESOURCE

3 Are there any impediments in your way?

The goal of each Standup is to help the team understand what

everyone’s working on, and how they can help to get things
done collaboratively.
It is very important that everyone who is working on the Sprint
(especially the Product Owner and Scrum Master) to be present.
Standup meetings are a critical part of the Agile methodology.
Standup meetings are often short, but regular, and based
around some simple questions.

Most Standup meetings actually take place with the team

standing, so that everyone stays engaged and not get too
comfortable.

AGILE MARKETING 22
 AGILE MARKETING

STAGE 5

Sprint Review
In the fifth stage, you will learn how to review your progress and leverage it for future Standups.

STEP 1: Understand a Sprint Review

STEP 2: Ensure your Review follows best practices
STEP 3: Understand a Sprint Retrospective
STEP 4: Ensure lessons learned are leveraged

AGILE MARKETING 23
 1 2 3 4 6
Introduction Understand Organize Your Plan Your Sprint Agile
5 Automate Agile
Agile Marketing Tasks Management Marketing
Sprint Review

STEP 1 STEP 2
Understand a Sprint Review Ensure your Review follows best practices

After a Sprint is completed, everyone meets to share what was Action Item
done.
Our Sprint Review Checklist has been designed to
This is also an expo for what new work is to come next, and
ensure that your Sprint review will leverage Agile
help everyone stay on the same page.
Marketing best practices.
Once again the entire Scrum Team and stakeholders must be
present. The Product Owner must identify what has (or has not)
been done, and present a demo of current work completed, to
be shown to the team. VIEW RESOURCE

Any ideas or notes suggested, need to be recorded and added,

or updated within the Product Backlog.

The current state of the Product Backlog must also be discussed

After every Sprint you must do a review, where the Product
and understood for the next Sprint ahead. Owner demonstrates what was accomplished and maps out
what is ahead.

AGILE MARKETING 24
 1 2 3 4 6
Introduction Understand Organize Your Plan Your Sprint Agile
5 Automate Agile
Agile Marketing Tasks Management Marketing
Sprint Review

STEP 3 STEP 4
Understand a Sprint Retrospective Ensure lessons learned are leveraged

Similar to the Sprint Review, the Sprint Retrospective must occur Action Item
after the Sprint has been completed.
Our Sprint Retrospective Checklist will help your next
This meeting is different in that it is a discussion amongst the
Sprint Retrospective leverage Agile Marketing best prac-
team and not simply a presentation by the Product Owner.
tices and ensure all solutions are recorded.
At this meeting, the team discusses any ideas for future improve-
ment, and acknowledges any team members who are worthy of
recognition.
VIEW RESOURCE
It is important that whenever criticism is brought up, that there is
an idea for improvement (so the mistake will not be repeated).
Lastly, whenever an item is discussed the team should employ
the ‘Five Why’s’ technique to ensure that the root cause is
discovered and understood. Each Agile Sprint has both good and bad moments that can be
leveraged.
It’s during a Sprint Retrospective that these matters are
discussed. Anything that was not successful needs to be
resolved so it never happens again, and all successful
processes must be recorded so they can be leveraged over
and over again.

AGILE MARKETING 25
 AGILE MARKETING

STAGE 6

Automate Agile Marketing

In this last stage, you will leverage software to automate your agile management process.

STEP 1: Manage the process end-to-end

STEP 2: Leverage pre-made agile marketing projects

AGILE MARKETING 26
 1 2 3 4 5
Introduction Understand Organize Your Plan Your Sprint Agile Sprint Review
6
Agile Marketing Tasks Management
Automate Agile
Marketing

STEP 1 STEP 2
Manage the process end-to-end Leverage pre-made agile marketing projects

Action Item Action Item

If you are looking for a software solution that is Agile
friendly, Demand Metric provides busy marketers with
Agile Marketing software powered by over 1,000 practical
tools, templates, how-to guides and training resources.
Adopt marketing best practices quickly with an agile
approach. Launch a Demand Metric ‘Smart Project’
within our agile marketing app, to get a pre-built project
plan filled with all the tools, training, and resources
you need to optimize your core processes for over two
dozen key marketing topics.

VIEW WEBSITE

VIEW WEBSITE

We empower teams with our unique agile marketing software

solution, designed to specifically help marketers succeed.
Leverage a  digital Kanban board that has a calendar view to
enable management of the big picture deadlines, and the tasks
needed to get it done.

AGILE MARKETING 27
AGILE MARKETING

About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
 AGILE MARKETING

About Demand Metric

Demand Metric helps Marketing teams get stuff done with practical tools,
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Our analysts identify best practices from fast-growing companies and

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