On September 24, a group of forward-thinking marketers in San Francisco will spend three hours learning more about agile at the VB Agile Marketing Roadshow. Join the conversation by registering today!

Originally formulated as a way to quickly build and iterate software, the agile method has been expanded into the marketing world. You can read the entirety of the manifesto here, but Harbinger Labs’ Travis Arnold summarizes agile marketing as being transparent, sustainable, interactive, measured, iterative, and relevant.

So why is this so relevant now? Today’s marketing landscape is rapidly changing due to fluctuating market conditions and snowballing consumer opinions. Marketers can no longer afford to gamble on the success of a few long-term campaigns. Today, successful marketers are iterating on every aspect of a campaign to stay ahead of the game, deliver more value to their customers, and create more success for their organization. And internal teams need to adapt to those demands in new ways.

Jascha Kaykas-Wolff, chief marketing officer at Mozilla, has been involved in agile marketing since its earliest stages. He has a mantra on his website that reads, “Never be afraid to fail. Just don’t fail the same way twice.” That’s not a truism — it’s an action plan. In agile marketing, after each sprint, your team should hold a sprint retrospective meeting, where each person says what went well during the sprint and what didn’t, and then take the lessons forward to future sprints.

Learning from the past so you can create a better future — that sounds like a good idea.

To hear more about how to bring your marketing team into the new era, join us at the VB Agile Marketing Roadshow in San Francisco, where Kaykas-Wolff and other proponents will discuss where agile is heading and how it’s changing how marketers work.

The roadshow takes place at The Merchants Exchange Club on Thursday, September 24, from 5 p.m. to 8 p.m. There’s plenty of time built in for networking and snacks. RSVP today!