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The State of Agile Marketing

A brief look at the state of Agile marketing as of May 2017, according to multiple studies of adoption levels. You'll also see data on the movement's momentum, as well as some unfortunately mischaracterizations of what Agile really is.

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The State of Agile Marketing

  1. 1. THE STATE OF AGILE MARKETING MAY 2017 | @andreafryrear
  3. 3. FIRST, SOME SALT Marketers’ limited understanding of agile may be impacting the data you’re about to see.
  4. 4. “Can you plan to be agile? Isn’t that cheating? @andreafryrear
  5. 5. “Some of the most impressive examples of agile marketing happened because of an event that couldn’t be planned for. @andreafryrear
  6. 6. “Responding to social trends means flexibility, and agile marketing doesn’t work with controlled and deliberately timed plans. @andreafryrear
  7. 7. agile More Salt Agile @andreafryrear
  8. 8. 8
  9. 9. Marketers admit they have a limited understanding of what Agile means 11% Already use agile; no challenges 43% I/my team doesn’t know what Agile is or how it works 29% We don’t have an internal expert to train/implement 11% Getting buy-in from my team 17% Getting buy-in from leadership 18% Lack of the right tools 19% Getting over the learning curve 15% We prefer to execute against a long-term plan What barriers or challenges do you encounter within your department? Source: Workfront Agile Marketing Report 2016
  10. 10. AGENDA 1. Who’s Using Agile? 2. What Agile Marketing Looks Like Now 3. Benefits of Agile Marketing 4. Signs of Growing Momentum @andreafryrear
  11. 11. WHO’S USING AGILE An overview of the marketing teams who have already made the switch 1 @andreafryrear
  12. 12. Do you use an Agile work methodology to manage your marketing work? 30% Yes 38% No 32% Don’t Know @andreafryrear Workfront
  13. 13. 29% of senior marketers “Strongly agree” that their company fully embraces marketing agility (Senior executives, vice presidents, directors, managers) Source: Forbes/Aprimo @andreafryrear
  14. 14. Where do you feel your team fits in the scale of embracing agile marketing approaches? High: We’re using an Agile approach today Medium: We’ve been embracing some aspects of Agile methods Low: We’ve tried some minor aspects of Agile marketing Not at all: we don’t use Agile methodologies Don’t know 21.2% 52.2% 16.3% 7% Source: Wrike @andreafryrear
  15. 15. 20-30% of marketers Seem to be actively working to implement Agile on their teams @andreafryrear
  16. 16. WHAT AGILE MARKETING LOOKS LIKE Methodologies and tools marketers are using today 2 @andreafryrear
  17. 17. Agile Marketing Methodologies @andreafryrear Source:
  18. 18. What kind of work management process does your marketing department use to manage work? 2% I don’t know 5% None 14% Take them as they come 40% Combo of multiple methodologies 26% Plan the steps, then execute the plan 14% Re-org upcoming work based on feedback @andreafryrear Source: Workfront
  19. 19. 7.8% Have plans to start, but haven’t yet 22% We’re just starting now 33.1% Started in the last six months 18.1% Started 6-12 months ago 11.1% Started over a year ago 4.4% Been using for more than two years 3.6% I don’t know Source: Wrike How long has your team been using an Agile methodology? @andreafryrear
  20. 20. BENEFITS OF AGILE MARKETING What’s in it for marketers considering an agile transformation 3 @andreafryrear
  21. 21. 98% of respondents Said their organization has experienced success from agile projects Source: VersionOne BENEFITS OF AGILITY @andreafryrear
  22. 22. Source: Aprimo/Forbes BENEFITS OF AGILITY27% Faster speed-to-market 23% Higher marketing metrics and KPIs 28% Marketing projects completed on time 26% Flexible approach to changing customer needs 20% Increased accountability across marketing function 20% Increased marketing collaboration 9% Faster shifts of marketing spend 21% More efficient marketing iterations 18% Increased real-time customer experience 22% Increased customer response 16% Fewer layers of marketing approval 11% Transparency of marketing spend 26% Marketing projects completed on budget @andreafryrear
  23. 23. Source: Wrike Visibility to the overall project status Improved teamwork and morale Better team alignment on priorities Better division of work between team members Can identify roadblocks, problems, schedule issues faster Improved quality of work Faster time to get things released 18% 14% 13% 13% 10% 17% 16% @andreafryrear
  24. 24. GROWING MOMENTUM OF AGILE MARKETING All signs point to a movement on the cusp of something great 4 @andreafryrear
  25. 25. The Search is On Google trends shows a 385% increase in search volume since Sprint Zero. @andreafryrear
  26. 26. Explosion of Education ● Tracks at major conferences ● In-person and online education opportunities ● Consulting firms like McKinsey and BCG are developing Agile marketing practices, following firms like CMG into the field. @andreafryrear
  27. 27. Going All In @andreafryrear
  28. 28. The time has come...
  29. 29. ANDREA FRYREAR Case studies and stories: Agile marketing nerd @andreafryrear @andreafryrear
  30. 30. ABOUT THE DATA Wrike How Marketers Get Things Done: The State of Agile Marketing in 2016 Conducted February 2016; 803 US marketers via email; more respondents from small to medium-sized teams Workfront How Marketers are Using Agile, Waterfall and Everything in Between in 2016 Conducted May, 2016; 332 participants collected via Aprimo/Forbes Forbes Insights Research Report on the Future of Marketing High level respondents (31% Sr. Execs; 30% Managers) around the world; number of respondents unclear VersionOne 11th Annual State of Agile Report, April 2017 Primarily large organizations; largest percentage of respondents from software/IT; thousands of respondents @andreafryrear