Do Agile Processes Deliver Better ROI Than Integrating New MarTech Tools?

Introduction

In this episode of the MarTech Podcast, Benjamin Shapiro speaks with Greg Kihlström, Principal of The Agile Brand and host of The Agile Brand podcast. As an advisor to top companies on marketing technology and digital transformation initiatives, Greg brings valuable insights on implementing agile approaches to marketing technology and extracting maximum value from martech investments. Their conversation explores the relationship between agile processes and martech tools in delivering measurable business results.

Processes vs. Tools: Finding the Right Balance

When asked whether agile processes deliver better ROI than integrating new martech tools, Greg emphasizes the enduring value of well-designed processes: "Tools come and go, but processes and ways of working are hopefully here to stay." This perspective highlights a fundamental truth in marketing operations—while technology evolves rapidly, effective methodologies for team collaboration and project execution provide lasting value. However, as Benjamin points out, there's an interdependent relationship between processes and tools, where each enables the other's effectiveness.

Essential Elements for Agile MarTech Success

Greg identifies measurement and consensus as foundational requirements for successful agile implementation in marketing technology environments. "I think you need good measurement and you need agreement on those measures of success," he explains. This insight underscores the importance of establishing clear metrics before implementing new processes or technologies. Without agreed-upon success criteria, organizations struggle to evaluate performance objectively or demonstrate ROI from their martech investments.

The Cyclical Nature of Agile MarTech

Benjamin expands on Greg's point by outlining what he sees as prerequisites for effective agile marketing operations: good data, a single source of truth, unified information, operational workflow capabilities, and robust measurement systems. These elements create the infrastructure needed to support the cyclical nature of agile methodologies—where teams plan, execute, measure, evaluate, and iterate continuously. This cyclical approach creates a virtuous feedback loop that drives continuous improvement in both process efficiency and tool utilization.

Practical Applications for Marketing Leaders

For marketing executives evaluating their technology investments, this conversation offers several practical takeaways. First, before adding new tools to your martech stack, assess whether your current processes maximize existing technology. Second, ensure you have established clear, agreed-upon success metrics that align with business objectives. Third, implement systems that provide reliable data and measurement capabilities to support evidence-based decision making. Finally, recognize that the most successful organizations view agile not as a rigid methodology but as an adaptive approach that evolves alongside their technology ecosystem.

Conclusion

The conversation between Benjamin and Greg reveals that the question isn't whether agile processes or martech tools deliver better ROI in isolation—it's how effectively organizations integrate both elements into a cohesive system. By establishing strong foundational processes supported by appropriate technology, marketing teams can create adaptable systems that deliver consistent value regardless of how individual tools evolve over time. For marketing leaders seeking to optimize their technology investments, focusing on measurement, alignment, and continuous improvement provides a more sustainable path to success than simply acquiring the latest tools.