What the Hell is Hybrid? Let's Navigate Agile Marketing!

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Thank you!

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Scrum has been the gold standard in agile transformations in software development and its served them well for 20 years. As we've evolved beyond software to a business agility world, adoption has been slow and painful outside of IT and most departments are decades behind their software counterparts.

In Marketing, we've been trying to implement agile with a "hybrid framework", but what the hell is hybrid? Nobody knows...
As a marketing community, we knew there had to be a better way to implement agile. That's why a group of agile and marketing leaders iterated for months over the best ways to get agile to really resonate with marketers.

We knew we wanted a framework that was directly tied to the Agile Marketing Manifesto Values & Principles. Rather than being dogmatic, we wanted something simple, customizable and easy to implement. We'll share with you the new Agile Marketing Navigator framework and why it's becoming the gold standard for agile marketing transformation.

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About Stacey Ackerman

Stacey Ackerman, owner of Agilify Coaching & Training, is a
well-known thought leader in the agile software and agile marketing
communities. For nearly a decade, she has successfully
transformed traditionally-run companies into cultures and teams
that embrace agility. She’s a regular contributor on agile marketing
for MarTech and speaks at global agile conferences, including
multiple years at the Global Scrum Gathering.

Ackerman co-trained alongside Mike Cohn, agile guru and co-founder of the Scrum Alliance and Agile Alliance, for several years. She also helped
launch a global agile community, Agile Mentors, where she brought
together thousands of agile practitioners for learning and collaboration.

Ackerman was on the leadership team for the revised
Agile Marketing Manifesto in 2021. Most recently, she co-founded Agile Marketing Navigator, a flexible framework for implementing agile marketing. She has worked with clients including Shipt, Premier Health, Bio-Techne and Sleep Number Corporation.

About Michael Seaton

Michael Seaton has an extensive background in leading digital
strategy and agile marketing transformation at some of Canada’s
largest and most respected brands in financial services,
not-for-profit and government.

Michael’s mission is to develop smarter marketers to thrive in today’s world of modern marketing using an agile mindset and practices. As a speaker and Professor of Marketing, Michael has engaged audiences and brands across the globe and is the author of Canada’s first Agile Marketing course and workshops at the University of Toronto.

Most recently, he co-founded Agile Marketing Navigator, a flexible framework for implementing agile marketing. He has worked with clients including CITIGroup, CHUBB Global and Oppenheimer Global Funds.