Kim Scribner - Deep Dive into Agile Marketing Podcast (Episode Thirty-Five)
In this episode of Deep Dive into Agile Marketing, John Cass speaks with Kim Scribner, Senior Director of Change and Organizational Coaching at CMG Consulting. Their conversation explores how agile ways of working translate from software development into the marketing function, drawing on Kim’s early career in DevOps and her later work coaching marketing teams. John and Kim examine why marketing often struggles with reputation problems inside organizations, unpacking the persistent gap between engagement metrics and true business impact. Kim explains how marketers can shift from order‑takers to strategic partners by reframing discovery conversations, clarifying business problems, and using data to guide decisions rather than justify preconceived tactics. The discussion highlights how agile frameworks, especially user stories, experimentation, and early collaboration, provide the scaffolding for tougher, more productive conversations between marketing and the rest of the business. Kim shares examples from her client work, including how marketing teams can directly influence outcomes such as patient flow in healthcare systems by aligning communications with measurable organizational goals. Together, John and Kim explore what marketing looks like when treated as a driver of business impact rather than a cost center, how marketers can build trust through clarity and data, and why thinking like a business analyst can elevate the entire function. The episode offers a grounded, practical look at how agile principles help marketers communicate their purpose, demonstrate value, and operate with greater authority inside their organizations.
