Digital Marketer’s Journey to Agile Marketing

February 2, 2017  Piyali Karmakar

‘CAMS’, one fine day on twitter I saw this term and I was clueless what it is all about!! Then I found it stands for Certified Agile Marketing Specialist and it’s a certification by Agile Marketing Academy. I did some research and came to know it’s a 2 days training which is designed to cover all the basics of Agile as applied to Marketing activities and to better align the Marketing department with Agile techniques used by development teams.I had attended lots of agile events and training, and I realized I might have already been applying agile marketing in my work!! Still I thought to give it a chance and decided to attend the training.

It was scheduled on December 16, 17, 2016 at Bengaluru. I must say I made a very right decision. Though there were few known things, which I was already practicing, but from these 2 days I got many new insights which changed my perspective of thinking a lot.

The training was delivered by Maria Matarelli, a Certified Scrum Trainer and a Certified Agile Marketing Trainer (many of us don’t know, Maria is a famous DJ as well). The two days were filled by many new learning activities and fun games. I was excited about meeting Maria in person. I met her virtually during the Global Scrum Gathering Bengaluru 2016, we had interaction on twitter for quite a few times. I also had an interview on ‘Agile Beyond IT’. Now when she was coming to my city I thought to make use of this chance of meeting her…

piyali and maria

On day one, we started the session with knowing each other, it was a small but vibrant batch, people were from different background and had a very wide range of experience. Participants came from different part of India and world. It was nice to meet Andja Bratić, who came all the way from Netherlands to attend this training!!
It was nice meeting Sekhar after long time and being in the same time in this training.

We did brainstorming sessions about many topics including Traditional Marketing vs. Agile Marketing, Hypothesis Visualization, Problem Solving and Solutions, Agile Marketing Tools. The fun moment of the day was, when we were creating avatars and doing persona crafting, I realized how bad I am in painting, haha…

Day two was similarly interesting, or I would say it was even more interesting. We did project simulation; we made a Funnel for visualisation of our product marketing campaign.

Agile marketing Funnel visualisation

We shared the insights and key learnings of the session with all participants.

My wow moment of the day was the moment when I learned, “Don’t focus only on your product’s benefits, focus on what all problem of client you are going to solve with your product”.

After this transformative 2 days, I can say, for me Agile Marketing is

“AAA” : Analyze, Aim and Act.


This is my new perspective of looking at AgileMarketing.

As we say, ‘All’s well that ends well’, this beautiful 2 days journey ends with this beautiful click which introduces the newest group of Certified #AgileMarketing Specialists.

Cheers to us !!

Certified Agile Marketing Specialists

Advance Scrum master online course

Piyali Karmakar
Piyali has rich experience in Creative Communication areas like Advertising Communication, Design, Corporate Communications, Internal Communication, Social Media Branding. She manages Social Media marketing strategies and Digital marketing efforts and execution in iZenBridge Consultancy Pvt. Ltd. Piyali provides community leadership to Discuss Agile Network, a community sponsored by iZenBridge, where technology professionals connect and learn from each other, Discussagile runs annual conferences in major cities of India. Certifications: Certified Scrum Master (CSM) from Scrum Alliance. Certified Associate in Project Management (CAPM) from PMI USA. IC Agile Certified Practitioner (ICP) from IC Agile.Certified Agile Marketing Specialist (CAMS) from Agile Marketing Academy.
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