Find below the definition and meaning of agile methodology. Curated by MAU. Senior Digital Marketing Specialist at eDigital.


What is agile methodology?

Agile Methodology is a software development framework that focuses on the delivery of usable software to users quickly and consistently. Agile is a set of principles and values, the core of which are defined by the signers of the Agile Manifesto:

  • Individuals and interactions over processes and tools
  • Working software over comprehensive documentation
  • Customer collaboration over contract negotiation
  • Responding to change over following a plan

Agile methodology works different the waterfall methodology. In Agile methodology, getting working software into the hands of users as quickly as possible is key. This is done with frameworks that incorporate short, recurring development cycles. For example, in the popular agile framework Scrum, development cycles are called sprints. A sprint is a short (typically two-week) period in which the team focuses on building a tightly scoped set of deliverables. They choose what those deliverables are on a rolling basis. A typical sprint looks something like this:

  • Phase 1 – Sprint planning. The team, which includes engineers as well as other key stakeholders like marketers or product managers, determines what new features are highest priority for the next sprint to deliver.
  • Phase 2 – Sprint. Each team member works on their portion of the delivery, checking in regularly—often times daily—to update on the changing progress and request help as needed.
  • Phase 3 – Retrospective. At the end of the sprint, team members present their progress and reflect on their experience in the sprint. New needs are surfaced, and changes are made to roadmap and strategy.

In Agile methodology, each team releases new features to users on a constant basis. In this process, engineers are given more control over the product roadmap, software is more adaptable and changing, meanwhile users are able to have their needs addressed quickly.

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MAU. award winning digital marketing specialist at eDigital Agency

Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. 15+ years optimising some of Australia’s top brands. MAU.trains marketers via Strategy Workshops & Training Sessions inc his popular Digital Marketing Plan & Social Media Plan templates. MAU. enjoys football, latin music & hiking while teaching Digital Marketing or completing creative photography briefs and conceptual photography assignments. Subscribe to MAU.’s e-newsletter connect on LinkedIn Instagram Facebook

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