Playbook for using Agile principles to integrate AI into your martech stack

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode Title: Playbook for Using Agile Principles to Integrate AI into Your Martech Stack
Release Date: June 27, 2025
Host: Benjamin Shapiro
Guest: Greg Kilstrom, Principal of the Agile Brand and Host of the Agile Brand Podcast

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Introduction

In this insightful episode of the MarTech Podcast™, host Benjamin Shapiro engages in a compelling conversation with Greg Kilstrom, the principal of the Agile Brand and the host of the Agile Brand Podcast. Greg is renowned for assisting marketing leaders in implementing agile methodologies within their marketing technology (martech) stacks. The focus of their discussion centers on creating a strategic playbook for integrating Artificial Intelligence (AI) into martech using Agile principles to maximize value and drive business growth.

The Intersection of Agile Principles and Martech

Benjamin sets the stage by posing a critical question to Greg: "What's the playbook for using Agile principles to integrate AI into your martech stack?" Greg responds by outlining a multifaceted approach that underscores the synergy between Agile methodologies and AI integration.

Building the Right Team

Greg emphasizes the foundational importance of assembling a capable and adaptable team. "First, you get the right team in place that is going to not only have the knowledge and the expertise, but that wants to do this stuff and is open to change," he explains (01:40). This highlights the necessity for team members who are not only skilled but also receptive to evolving technologies and methodologies.

Setting Goals and Measuring Success

A pivotal aspect of Greg's strategy is the establishment of clear goals and success metrics. "If you don't know where you're going or the measures of success, then I guess you'll be successful. If there are no measures, but you won't truly be successful without those," Greg asserts (01:50). This paradoxical statement underscores that without defined objectives and metrics, achieving meaningful success is improbable.

Iterative Work and Adaptability

Greg advocates for an iterative approach, allowing teams to make incremental advancements while remaining flexible to changes. "Work iteratively to get there, knowing that the world is fast changing and something's going to come out or something's going to change," he advises (02:05). This method ensures that teams can swiftly adapt to new developments and continuously improve their processes.

Synergy Between Agile and AI

Benjamin draws a parallel between the adaptability required in Agile methodologies and the dynamic nature of AI technologies. "I feel like there's a great handshake between agility and artificial intelligence because of the pace of change," he muses (02:35). He emphasizes that without the ability to adapt, businesses risk becoming obsolete, likening them to "walking corpses" reliant on outdated data.

The Role of Human Oversight in AI

Delving deeper into AI integration, Greg highlights the indispensable role of human oversight. "When you think about how AI works best, it's not just like, set it and forget it... It requires kind of a gatekeeper," he elucidates (03:12). This perspective ensures that AI tools are effectively utilized, with humans refining and directing AI outputs to achieve optimal results.

Benjamin concurs, reinforcing the idea that continuous evaluation and retrospection are crucial for leveraging AI effectively within an Agile framework.

Continuous Improvement and Retrospectives

Greg underscores the importance of retrospectives as a tool for ongoing improvement. "Use a retrospective as a way to think about how are we working together and what can we do and what can we improve about our processes," he states (02:35). This practice fosters a culture of constant learning and adaptation, essential for thriving in the fast-paced martech landscape.

Greg Kilstrom’s Expertise and Resources

As the conversation draws to a close, Benjamin inquires about Greg's additional contributions to the field. Greg mentions his authorship of several books on Agile methodologies, positioning him as an authority in this domain. For listeners interested in further engaging with Greg, he provides his contact information: "You can go to my website. It's greggkilstrom.com and very active on LinkedIn. Would love to connect with anybody there," he shares (03:56).

Conclusion

This episode of the MarTech Podcast™ offers a comprehensive playbook for marketing professionals aiming to integrate AI into their martech stacks using Agile principles. Greg Kilstrom’s insights underscore the importance of having the right team, setting clear goals, working iteratively, and maintaining human oversight in AI implementations. By embracing these strategies, marketers can harness technology to drive substantial business growth and adapt to the ever-evolving market landscape.

For those interested in exploring Greg Kilstrom’s methodologies further, visit his website at greggkilstrom.com or connect with him on LinkedIn.

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Notable Quotes:

• "If you don't know where you're going or the measures of success, then I guess you'll be successful." – Greg Kilstrom (01:50)
• "There's a great handshake between agility and artificial intelligence because of the pace of change." – Benjamin Shapiro (02:35)
• "It requires kind of a gatekeeper to say, okay, get me as far as you can. And then the human comes in." – Greg Kilstrom (03:12)

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Note: Timestamps are approximate and based on the provided transcript.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs.

[Greg Kilstrom]

Better than TV advertising.

[Benjamin Shapiro]

Typical lifespan of an article is about 24 to 36 hours. If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

I'm Benjamin Shapiro and joining me today is Greg Kilstrom, the principal of the Agile Brand and the host of the Agile Brand Podcast, which helps marketing leaders implement agile approaches to marketing technology. And today Greg is going to explain how you can apply Agile principles to get more value from from your Martech stack. All right, moving on to our last question. What's the playbook for using Agile principles to integrate AI into your Martech stack?

[Greg Kilstrom]

I think it's a few things. So first, you get the right team in place that is going to not only have the knowledge and the expertise, but that wants to do this stuff is open to change. You have to set goals. If you don't know where you're going or the measures of success, then I guess you'll be successful. If there are no measures, but you won't truly be successful without those. And then work iteratively to get there, knowing that the world is fast changing and something's going to come out or something's going to change. Get those incremental gains so that not only you have the quick wins, but your leadership is also seeing that incremental gain. And then continually adjust and take a step back and look not only at what you're doing and how you're performing, but use a retrospective as a way to think about how are we working together and what can we do and what can we improve about our processes and everything that we do, how is our AI performing? All of those kinds of things. And take a look at all of that.

[Benjamin Shapiro]

I feel like there's a great handshake between agility and artificial intelligence because of the pace of change. And if you don't have the ability to be adaptable to current market conditions, you're working on legacy data, you're a walking corpse. And if everything is always going to be evolving, you need to be able to understand what's still working, be able to have the retrospective. And to me, that's where artificial intelligence or technology in general and the pace of change change make agile so incredibly important. It's the ability to adapt to market conditions and look back to figure out what's working and how you can make it better.

[Greg Kilstrom]

Yeah. When you think about how AI works best, it's not just like, set it and forget it, like set AI out into the world and have it do all our stuff for us. It requires kind of a gatekeeper to say, okay, get me. Even if it's 80% of the way there, get me as far as you can. And then the human comes in and says, okay, either this makes no sense at all or it's 80% there. Let's take it a little further. But it's that human gatekeeping that actually makes AI work best, in my opinion.

[Benjamin Shapiro]

Yeah. Greg, you have the podcast about agile. I know that you have a consulting practice. Did you write a book as well?

[Greg Kilstrom]

Written a few, yeah.

[Benjamin Shapiro]

I think we can truly call you the magile, the master of Agile. I appreciate you coming on the podcast. Tell people how they can get in touch with you or where they should look for you.

[Greg Kilstrom]

Yeah, absolutely. So, two things. You can go to my website. It's greggkilstrom.com and very active on LinkedIn. Would love to connect with anybody there.

[Benjamin Shapiro]

All right, and that wraps up this episode of the Martech podcast. Thanks for listening to my conversation with Greg Kelstrom, the principal at the Agile brand and the host of the Agile Brand podcast. If you'd like to get in touch with Greg, you can find a link to his LinkedIn profile in our show notes. Or you could visit martechpod.com of course, you could visit his company's website, which is theagile brand.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feedback, hit the subscribe button in your podcast app and we'll be back in your feed or on YouTube next week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand, then visit Iheareverything. Com.