The idea behind the sprint (which comes from the Scrum framework) is to have a short time-boxed cycle for planning and executing work. A sprint helps your team create a sense of urgency and allows them to only plan in detail at the last responsible moment. 

An agile marketing sprint is typically one or two weeks and should stay consistent to establish a rhythm, which is known to improve productivity. Sprint Planning is a meeting that kicks off the sprint. It’s really important that this is done well, as it sets the stage for the entire work cycle.

It’s a natural tendency for teams to overcommit to work, so make sure to leave some room for unexpected urgent needs or a team member getting sick. In agile marketing, we want to strive for predictability so that we can complete work, so being a little conservative on the commitment at first is better than constantly taking on too much and not delivering.

Now, with new privacy regulations hitting marketers — including the GDPR in the European Union and the CCPA Stateside, whereby consumers can “opt-out” —  as well as the latest versions of Chrome, Firefox, and Safari all blocking cookies and preventing fingerprinting, the precise tracking needed to deem MTA effective has serious chinks in its armor.
Opportunities abound for marketing teams who draw from the agile methodologies used by successful technology companies to chart successful paths forward by using agile processes & analytics providing advantages in speed, lower risks and improved measurement and intelligence.
When agile marketing efforts are put into place, both speed and flexibility are key. Knowing that getting to market first is a major advantage, agile marketing teams focus on the core offerings allowing them to get to market fastest, with fast and frequent campaign testing.