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

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.

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)

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