In reflecting on 2018 State of Agile Marketing Report produced by
The report found that marketers associate agile with all of these methodologies. But the largest percentage of them — 44% — take a hybrid approach, blending techniques from several of these methodologies into their own flavor of agile marketing.
While purists of specific agile methodologies might be horrified by that, I actually think it’s a good thing. The spirit of agile is adaptability. If marketers are being thoughtful about which agile techniques they embrace or jettison — and why — then a continually evolving hybrid approach can be perfectly tailored to the needs and dynamics of their particular organization. (Admittedly, that might be a big if for new practitioners.)
As seen in the chart above (click for a larger image), you can see there’s a wide distribution of which specific agile practices any one particular team adopts.
Out of all of those, I’m surprised that adoption of Kanban boards (34.1%) isn’t higher. They’re such a great way to provide transparency and flexible process control. But maybe there are other variations that are achieving the same net benefit.
In the end, it’s the benefits of adopting agile marketing that matter:
- 54.8% — ability to change gears quickly and effectively
- 51.6% — better visibility into project status
- 46.8% — higher quality of work
- 42.9% — faster time to get things released
- 40.5% — roadblocks and problems are identified sooner
- 38.9% — better alignment on business objectives
- 37.3% — more productive teams
- 34.9% — improved team morale
- 31.7% — more effective prioritization of work
It’s definitely worth picking up a full copy of the 2018 State of Agile Marketing Report.
However, if you’d like to really take a deep dive into agile marketing…
Special 4-Hour Agile Marketing Workshop at MarTech
Andrea is a Certified Professional in Agile Coaching (ICP-ACC) and a Certified Agile Leader (CAL-1), and a trained Scrum Master and Product Owner. She is a renown international speaker on all things agile marketing.
Her most recent book, reserve your seat today.