Deep Dive into Agile Marketing Deep Dive into Agile Marketing Podcast with Erica Korman (Episode Twenty Three)
Jul 30, 2025
Erica Korman, a B2B marketing leader with over a decade of experience in scaling SaaS companies, shares her insights on agile methodologies and their impact on marketing. She discusses how agile practices can enhance team alignment and drive measurable outcomes. The role of AI is explored, highlighting both its benefits and challenges for marketers, especially in customer journey mapping. Erica emphasizes the importance of authentic marketing in an AI-driven environment, urging teams to adapt while maintaining core principles.
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From Lean Tests To Team Transformation
- Erica learned lean testing early and applied it to marketing as experiments: test, measure, learn, iterate.
- She later drove an agile transformation as a new marketing team lead to stop chaotic outputs and focus on outcomes.
From Runaway Bus To Driven Team
- Erica described her marketing team as chaotic and unprioritized when promoted to team lead.
- She used agile practices to bring order, reduce stress, and align work to outcomes.
Start With Value, Not Rituals
- Define customer value first and then pick agile practices that help deliver it quickly.
- Test different rituals and keep only what drives outcomes for your team.
