Say It Isn’t So: The Common Myths About Agile Marketing

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What’s in a name? Agile’s definition is right there in its name: able to move quickly and easily. Today, we want agility in everything from payment processing to catching a plane, but agile methodology is particularly apparent in business. However, certain myths about the agile marketing method can bring hesitation to embracing it as a marketing strategy. Payline is your reference: Agile works.

We’ve previously discussed a bit about the agile marketing method on our blog, and our Payline Marketing team lives and breathes by it. It is as quick and efficient as the name implies, leaving no room for a motivation plateau. Working in scrums and sprints to map out our priorities and keeping in check with all team members’ progress has boosted our abilities to shine and can help your business to do the same. Although it does not work for everyone, it will work for many. But what about those myths?

Fear not, these myths are just that: myths, and Payline can speak personally to that. But, it is good to be aware of the doubts that arise from these myths so that they can be eased.


Myth #1: Discipline, What’s That?

This misconception that agile lacks discipline often arises when it is compared with “waterfall methodology”. With waterfall’s sequential style planning, agile could appear jumbled and disorganized and chaotic. It is anything but. The framework of agile is a disciplined, repeatable approach to organization through regularly scheduled scrums and planning meetings in order to keep everyone involved up to speed and on track. The whole process is a lesson in discipline and responsibility.

Myth #2: “Small Potatoes” Projects, and Nothing Else

The “divide and conquer” mentality that agile methodology exudes is not exclusively effective for small-scale projects as the myth implies. The implementation of small groups that collaborate cross-functionally on any sized project is as effective to larger-scale projects as it is to the “small potatoes”. Discussing the potential collaboration overlaps during a scrum or sprint planning session can make clear the chain of command on a project as well as eliminating chances of redundancy from lack of clarification.

Myth #3: Documentation Does Not Exist

In any business, the use of diagrams, schedules and data visualization can make a murky project path clear. The myth that agile does not use documentation is definitely an unfounded one. While waterfall method may use a long and detailed sequential list, agile users may compile user stories that are continuously updated by customer needs or changing technology. Additionally, Payline uses project management programs like Wrike to stay afloat and follow development updates in real time.

Myth #4: No Planning Priority in the Agile Marketing Method

This may be one of the biggest myths of all. Wall Street Journal said it best: planning is as essential to agile as it is to waterfall. The difference between planning strategies for each method is timing. Agile planning is ongoing, whereas waterfall planning typically happens in one fell swoop. Incremental planning through agile also allows for adaptability when necessary.


Originally, agile methodology came about as a software and developer project management term, but its effectiveness has caused businesses of all types to adopt it for their own needs, as Payline has done for the marketing team. Unlike its opposite counterpart strategy, waterfall methodology, agile methodology operates in an incremental design rather than a sequential design.

Working in increments and smaller modules via “sprints” through an agile methodology for marketing is both effective and efficient. An agile approach to marketing allows for greater flexibility. While some marketing methods are solely data-driven, agile marketing is also effort-driven. In that way our marketing efforts are twice as effective, with much credit going to agile methodology.

Work With Payline

This piece was written by Lauren Minning, Content Specialist for Payline.

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