AGILE MARKETING

Each spring, the annual State of Agile Marketing Report sheds light on how Agile ways of working are being adopted within marketing. This year, for the first time in the report’s three-year history, Agile techniques overtook those maintaining traditional processes.

Those who know Agile as a buzzword will likely tell you it’s a way for teams to go faster. For marketers, some of the most overburdened members of our organizations, that is certainly part of the allure.

Fifty-three percent of marketers are, in fact, experiencing faster times to get their campaigns released than if they were using a traditional process methodology, like waterfall.

But Agile is about more than just speed. The most recent report shows other benefits:

• 53% of marketers experience higher levels of productivity with their teams.
• 53% prioritize their work more effectively.
• 51% can change gears quickly based on feedback from customers.
• 51% achieve higher quality of work.
• 46% increase visibility into project status during the work process.