Agile Continues to be the Future of Marketing – Part 2

In our previous blog post, we looked at some statistics from AgileSherpas’ Second Annual State of Agile Marketing Report  that indicated that Agile continues to be the future of marketing.

The stats, however, also showed that marketers are embracing their own unique versions of agility across their enterprise.

In this second in a two-part series on Agility, we will look at more statistics from that report that discuss the different sizes of teams that are embracing Agility as well as the hurdles they must overcome to do so.

Further, we will look further into what Agility looks like in the future for marketing.

Marketing Teams of All Sizes are Going Agile

One of the most encouraging data points from this year’s State of Agile report was a debunking of the misconception that Agile only works for small marketing teams.

While 45% of our Agile respondents do come from companies with less than 100 employees, nearly one third (31%) were from organizations of 1,000 or more employees.

Similarly, 40% of Agile marketers come from teams of 10 or less, but 20% are working inside departments of more than 70.

At AgileSherpas we’re working with several teams of over 200, and stories coming out of places like IBM and CA Technologies prove that size doesn’t have to be a barrier to agility.

We Have the Tools We Need

Just as Agile marketing is overcoming the size hurdle, we’re also navigating other historical barriers to greater agility. We asked all our respondents what their biggest hurdle was, and found that both of the top answers are totally fixable.

The top barrier is a lack of education; marketers simply don’t have enough information about Agile and how it can work in marketing. This is actually down 6% since our 2018 report, which is an encouraging trend.

If you’re among those struggling with a lack of education, there’s an ever-growing library of options out there to help. At AgileSherpas we offer an 80-minute online course as well as multiple in-person training options (including the world’s first internationally recognized certification in Agile marketing).

Conferences are offering breakout sessions on Agile marketing left and right, and solutions like Aprimo’s integrated platform are working hard to enable real agility inside marketing departments.

The second most commonly cited barrier is our complacency, or a belief that our current processes are “working well enough.”

Fellow marketers, “well enough” simply isn’t good enough anymore.

We need outstanding processes that enable best-in-class marketing work. Otherwise we’ll be drowned out in the ever-growing noise that is the digital world.

One barrier that did increase since last year’s report was the lack of support from management or executives (up from 5.3% to 11%). If this barrier is what’s holding you back, I suggest starting with this lovely list of benefits that Agile marketing teams enjoy:

Because really, what CMO or VP of Marketing doesn’t want better responsiveness, visibility, quality, and speed from their marketing department?

The Future Calls

The study also revealed, however, that more organizations have plans to go Agile in the future.

Fifty percent of traditional marketing teams plan to implement Agile marketing within a year. Twenty-four percent of those are looking to start within 6 months.

The Agile future is coming up fast, and we can either embrace it now or struggle to catch up with later.

About the Author

Andrea is the president and lead trainer at AgileSherpas, a training, education, and consulting company designed to help marketing teams transform the way they manage their work. She is a sought-after international speaker on the intersections of Agility and marketing, having appeared recently at SXSW, Content Marketing World, MarketingProfs B2B Marketing Forum, MarTech San Francisco, and The Business Agility Conference to name a few. Her most recent book, Death of a Marketer, chronicles marketing’s troubled path and the steps it must take to claim a more Agile future.


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