A joint discussion should address the Manifesto for Agile Software Development, which was issued in 2001 .
Then, this discussion might invite to take a look at the so called Agile Marketing Manifesto, issued eleven years later, in 2012 .
And therefore, the next question would be neither "Why" nor "What", but "How".
Following this short story, what if you CMO ask the CDO/CIO to share a session of Agile games ? [3a] [3b]
[3a] A 7-features model to assess the value of an Agile game
[3b] CIO, for the new year 2019, what if you treat your business partners with Agile games ?