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Agile Marketing Terms Glossary 

Agile Marketing Terms, Concepts and Topics

Terms For Agile MarketingTeams

Some key terms that you will come across in your Agile Journey are discussed here.

Are you starting out on the Agile journey? If you come across an unfriendly term, look no further. In this post, we aim at uncovering some of the common terms and Glossary associated with Agile Marketing. 

Agile Marketing can be regarded as a comprehensive subject. Therefore, you will mostly come across concepts, models, and terms that you need to understand with respect to the given subject. Most of the terms have been in use for several years –since the inception of the concept. At the same time, there are other terms that are quite recent.
If you wish to adopt the high-end approach of Agile Marketing, it is high time for you to familiarize yourself with common Agile Marketing terms and Glossary. Let us start!

Terms and Glossary Associated with Agile Marketing:


  • Agile: It is a unique approach to project management and product development under which solutions and requirements tend to evolve with the help of collaborative efforts of cross-functional and self-organizing teams, the end users, or the customers. The concept makes use of the principles of evolutionary development, adaptive planning, continued improvement, early delivery, and a flexible approach to changes towards providing better predictability and control.

  • Adaptability: It is referred to as the ability of the respective marketing teams to adjust or pivot to constant changes taking place in the market. It also refers to adapting to the competitive landscape, the huge volumes of data from the respective campaigns, and feedback from the customers. The main purpose of the concept of adaptability is to avoid getting trapped in built-in or pre-developed marketing plan. It is a primary benefit of using agile methodologies.

  • Agile Marketing: It refers to the all-new culture and philosophy for marketing responsible for manifesting the role of an operating model. The model comprises a rich set of agile business methodologies and practices in which teams are capable of identifying and focusing their collective efforts on top-value projects, completing the projects collaboratively, measuring the overall impact, and continuously improving the results with time.

  • Backlog: It refers to the aprioritized list user-specific projects or stories that have not been worked on yet. 

  • Blocker: It is responsible for preventing a particular task from achieving the state of completion. Some common instances of blockers can be observed as approval needed, waiting on some third party, insufficient budget, and missing information. 

  • Burndown Chart: It is referred to as the graphical representation of work (tasks or issues) completed along with the work that is left to do in the Sprint or Scrum work cycle versus time. The Backlog or outstanding work is mostly on the vertical axis with time being on the horizontal. It is regarded as useful for ensuring predictions when all the tasks have been completed. 

  • Blocker Clustering: It is the process for analysing blockages wherein different reasons for some blocked task are grouped together. Eventually, the cause is determined for improving and avoiding future disruption.

  • Cost of Delay (CoD): It is the way of communicating the overall impact on the results that you wish to achieve. To ensure decisions, it is important to understand the value of something. Additionally, it is equally important to understand the overall urgency as well. 

  • Cycle Time: It is the total time taken to complete a single work cycle. It starts at the instance someone will start working on a particular task. Moreover, it ends upon meeting the definition of Meet. 

  • Explicit Policies: These are rules or processes responsible for governing a Kanban process. The given set of rules is enforced to ensure that the entire system is functioning efficiently. When you define the rules, it helps the team members in understanding the processes and what would make the same complete. 

The team is responsible for making the decisions together while making the same available as. When these policies are made explicit, it helps everyone in understanding what is expected. Therefore, it helps in reducing the overall confusion while leading to better process consistency.

  • Epic: It is referred to as a major project or effort that is too large to be undertaken in a single Sprint or work cycle. Therefore, epics are mostly divided into various related stories that are completed within distinct work cycles.

  • Flow Management: It involves the assessment of how work is moving through a particular business process from one person to another or from one stage to the other stage. It aims at scanning how it is possible to reduce frictions and blockages, while increasing velocity.

  • Kanban: It refers to a visual card or a signboard. It is a leading agile methodology that remains focused on continued release in which work gets pulled from some prioritized backlog. In the given signboard, the amount of work a team is capable of undertaking at a single time tends to be limited. Moreover, the progress of the tasks is also tracked.

  • The Kanban System: It evolved as a scheduling system for JIT (Just-in Time) manufacturing and Lean Manufacturing. It used to serve as a system for inventory control for the supply chain system.

  • Lean: It is referred to as the Agile methodology for eliminating waste by focusing on projects only responsible for delivering value to the end customers. The concept of Lean Marketing focuses on the launch of trial campaigns while learning from the respective results.

  • OKRs: These are Objectives & Key Results. It is a specific framework for defining as well as tracking objectives along with the respective outcomes. OKRs tend to be set at the team, personal, and company levels while providing teams with the overall visibility of goals for aligning and focusing efforts.

  • Sprint: It is a short, well-defined cycle or period of time in which the Agile Marketing team will be committing to complete a specific finished work or output. It is also referred to as Iteration. 

  • Task: It is the work performed by the Agile Marketing team for completing some Backlog item. Most tasks are defined as small processes. 

  • Throughput: It is the number of items that pass through a process or system. It is a key indicator of whether or not your process is productive.

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