Agile marketing has evolved from a fringe experiment into a mainstream practice. The resources below — articles, frameworks, and case studies — are the ones we've found most useful for practitioners who want to go deeper. We'll update this list as the field evolves.

Foundational reading

  • Harvard Business Review: "Those who learn to lead agile's extension into a broader range of business activities will accelerate profitable growth."
  • Forbes: "Welcome to the New World of Agile Marketing" — an accessible introduction to how agile principles translate from software to marketing teams.
  • HubSpot: "Is Your Agency Ready for Agile Marketing?" — a practical self-assessment for teams considering the transition.
  • McKinsey: "The agile approach to transformation" — useful context for how large organizations adapt agile at scale.

Frameworks and methodologies

  • Scrum for Marketing: The Scrum Alliance has published extensive guidance on adapting the Scrum framework for marketing teams, including sprint ceremonies and backlog management.
  • Kanban for content: A lightweight alternative for content and creative teams where the waterfall/sprint model feels too rigid. Maps work to stages (to-do, in progress, review, done) and surfaces bottlenecks in real time.
  • OKRs: Objectives and Key Results work well alongside agile marketing as the framework for setting and measuring northstar goals at the quarterly level, while sprints handle the weekly/monthly execution.

Tools

  • Asana / Linear / Notion: For managing sprint backlogs, assigning tasks, and tracking sprint progress.
  • Loom: For async retrospectives — record a short video instead of scheduling a meeting.
  • Amplitude / Mixpanel: For measuring experiment results and tracking the metrics that matter to your growth model.
  • Hotjar: For qualitative insight into how users interact with landing pages and onboarding flows.

Books worth reading

  • "Hacking Growth" by Sean Ellis and Morgan Brown — the canonical book on growth experimentation.
  • "Lean Startup" by Eric Ries — foundational reading for anyone building an experiment-driven culture.
  • "Traction" by Gabriel Weinberg and Justin Mares — a systematic framework for identifying which growth channels are worth pursuing.

This is a living list. If you've found a resource that changed how you think about agile marketing, we'd love to hear about it — reach out at jeremy@torchgrowth.com.