In the software world, agile has been around for many years.
It's how software is developed more efficiently and iteratively.
But agile is also being embraced by organizations looking to make their marketing more successful.
Michael Seaton says agile fundamentally changes how marketer think and work.
It's about making marketing more structured, focused and effective.
It's about giving marketing teams the psychological safety to test and learn without getting sent to the penalty box if they make mistakes.