Business Agility Fundamentals
Becoming an agile organization allows a company to respond and adapt to competition in the market and customer needs, increase productivity, and engage and empower employees.
Course Details
Business agility often refers to a company's ability to adapt quickly to changes in its business environment. When parts of the business struggle to deliver meaningful value and see dwindling productivity or burnout, it can impact the entire organization.
Becoming an agile organization allows a company to respond and adapt to competition in the market and customer needs, increase productivity, and engage and empower employees.
While Agile has become the best-in-class way of working for software teams and, more recently, Marketers, these functions rely on partnership and collaboration with adjacent functions and external stakeholders like sales, finance, HR, legal, compliance, and more.
Expedite your learning and affordably access content at your own pace, offering six months of uninterrupted access upon registration.
Expedite your learning and affordably access content at your own pace, offering six months of uninterrupted access upon registration.
- Estimated time to Complete: 8 hours for self-paced course
- Price: $299 self-paced course (20% discount for 3+ seats)
Topics Covered & Learning Outcomes
This highly interactive course combines hands-on exercises and lectures from our experienced experts and ICAgile-accredited trainers in a curriculum to equip participants with new knowledge, tools, and techniques they can implement immediately.
Topics Covered:
Topics Covered:
- Recognize the internal and external factors driving organizations toward agility
- Developing a roadmap to business agility
- Learn about the roles and responsibilities in a cross-functional Agile teamScrum, Kanban, and Lean Agile framework introductions
- Learn about approaching work as a customer-centric product
- Shift your focus from outputs to outcomes
- Write effective user stories and prioritize them
Learning Outcomes:
- Learn the values, principles, and dimensions of business agility
- Shift focus from outputs to outcomes by eliminating waste, focusing on value, and accelerating innovation
- Develop a growth mindset for you and your team
- Create visibility around the value your team creates and the roadblocks they encounter
- Implement the necessary tools to achieve and sustain business agility
This Course is Proudly Sponsored by Atlassian
Jira Work Management
Certificate Course
Earn your ICAgile Accredited (ICP-BAF) certification via our virtual instructor-led cohort-based course that takes place over (8) 90-minute sessions, including individual instructor consultation and free post-course e-learning support.
Frequently Asked Questions
Who is best suited for the ICP-BAF Business Agility Fundamentals certification course?
The foundational certification course is perfect for you if you:
- Work within an organization that has already adopted Agile or is preparing to do so
- Are a leader or specialist seeking to differentiate yourself
- Are a current Agile practitioner seeking to understand how Agile is applied in a marketing setting and aligns with broader business agility
Former participants include:
- Practitioners, leaders, and executives working in marketing, sales, operations, human resources, and transformation specialists
- ScrumMasters, Product Owners, Business Owners/Analysts, Team Leads, Project Managers, Agile coaches, Agile consultants
Who is the self-paced Agile Marketing Fundamental course best for?
ICAgile requires that you attend an instructor-led course in order to achieve your ICP-MKG certification. However, while you can't earn your certification through this delivery method, we developed this course to provide more flexibility and expediency for learners seeking similar information.
This course doesn't include the 1:1 consulting time or cohort experience the instructor-led certification course offers, but you can interact directly with our instructors and other aspiring agilists via your (2) group consulting calls that are included with this course delivery format.
This self-paced, foundational course is perfect for you if:
This course doesn't include the 1:1 consulting time or cohort experience the instructor-led certification course offers, but you can interact directly with our instructors and other aspiring agilists via your (2) group consulting calls that are included with this course delivery format.
This self-paced, foundational course is perfect for you if:
- You want to get started learning more about Agile marketing right away
- You have less time or budget available to commit to an eight-week certification course
- Certification isn’t a game-changer for your career path
- You want to complete this foundational course in advance of taking our more intermediate Agile Marketing Leadership
Our self-paced learners often include learners who:
- Work within an organization that has already adopted Agile or is preparing to do so
- Are a current Agile practitioner seeking to understand how Agile is applied in a marketing setting and aligns with broader business agility
What is the benefit of an ICP-BAF certification?
This certification is an industry-recognized credential developed by marketers, for marketers. Earning this certification verifies your ability to implement Agile marketing and can help:
- Demonstrate your Agile marketing competencies
- Advance or diversify your career in Agile
- Increase your salary or secure roles that require certification
- Prepare for additional advanced certifications
Are there any prerequisites for Business Agility Fundamentals?
There are no required prerequisites. However, having a foundational knowledge of Agile and marketing is helpful. Our one-hour, self-paced kickstarter, Introduction to Agile Marketing, included in the course will also help provide you with some introductory information.
Does this course count towards PMI® PDUs?
The Project Management Institute (PMI®) requires that those holding PMP®, PgMP®, and PMI-ACP® certifications earn a certain number of Professional Development Units (PDUs) over a 3-year cycle in under to maintain their certifications.
Per PMI’s requirements, graduates of certification course may be eligible to apply for up to 14 PDUs toward their continuing education requirements and learners who take our self-paced option may be eligible for up to 8 PDUs.
Per PMI’s requirements, graduates of certification course may be eligible to apply for up to 14 PDUs toward their continuing education requirements and learners who take our self-paced option may be eligible for up to 8 PDUs.
Does this course count towards ScrumAlliance® SEUs?
ScrumAlliance® requires that those holding certifications, such as CSP®-SM, CSP®-PO, CSP®, CAL II, A-CSM®, A-CSPO®, CSM®, CSPO®, CSD®, CAL-E, CAL-O, or CAL-T, earn a certain number of Scrum Education Units (SEUs) over a 2-year cycle in under to maintain their certifications. Per ScrumAlliance’s requirements, graduates of this course may be eligible to apply for up to 14 SEUs toward their continuing education requirements.
What might be good counterparts to this course?
If you are interested in leading Agile, our Agile Marketing Leadership course might be a great option to consider!
We have a special bundle option that will provide you with a significant discount when you register for both courses. For an overview of the differences in what these two courses offer, download this course comparison brochure.
We are also proud to support the Agile community with several complementary resources within our learning platform, The Ropes, including:
We have a special bundle option that will provide you with a significant discount when you register for both courses. For an overview of the differences in what these two courses offer, download this course comparison brochure.
We are also proud to support the Agile community with several complementary resources within our learning platform, The Ropes, including:
- Introduction to Agile Marketing
- Introduction to Business Agility
- Carabiner Micro-Learnings
Do you have a course justification letter I can use?
Justify this course to your manager as part of your and your team's professional development using this template. It explains the course content and benefits.
Download Editable PDF
Meet Your Instructors
Andrea Fryrear is the CEO and co-founder of AgileSherpas and oversees training, coaching, and consulting efforts for enterprise Agile marketing transformations. She specializes in organizational design and executive coaching and supports the team of Sherpas in their own coaching and training efforts.
Andrea is one of the co-authors of the ICAgile Marketing Agility curriculum, as well as two books on marketing agility: Mastering Marketing Agility and Death of a Marketer. She holds numerous Agile certifications, including Certified Agile Leader (CAL-1), Certified Professional in Leading with Agility (ICP-LEA), Certified Agile Coach (ICP-ACC), Advanced Product Owner (A-CSPO), Scrum@Scale Practitioner, Certified Professional in Marketing Agility (ICP-MKG), ICAgile Certified Instructor, and Certified Scrum Master (CSM).
Ross Libby is the Head of Training & Delivery at AgileSherpas, overseeing all aspects of training and coaching efforts to ensure exceptional experience and results. He is passionate about building great teams that create connection, build community, and deliver amazing impact.
With over a decade of experience driving digital and culture transformation at Fortune 500 companies, Ross has held roles ranging from analyst and consultant to product manager and coach. After experiencing traditional approaches to work early in his career, he discovered agility and quickly began championing its broad-ranging benefits.
Ross is active in the Business Agility community, serving as a keynote and speaker, coordinating global conference experiences, and leading meetups. A recipient of the “Overall Transformational Initiative” award at the World Agility Forum, Ross also holds numerous certifications, including Professional Agile Coach (ICP-ACC) from ICAgile, Scrum@Scale™ Practitioner (CSaSP) from Scrum Alliance, and TrainerTalk from The Bergerac Group.
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