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1、Executive Summary11 (11 III、）The COVID-19 pandemic accelerated adoption plans for 38% of our respondents.Ml76%demand and ABM72%website66%social mediaAgile marketing has stepped resolutely out of buzzword territory and toward a best-in-class way of working.Total adoption jumped10 percentage pointsthi
2、s year to land at51%.Compared to theirAd Hoc and Traditionalcounterparts,Agile marketersare far moreoptimisticabout the teams ability tohandle the pace of digitalmarketing, respond toemerging opportunities,and stay aligned withbusiness objectives.While 65% of marketerscite the need to manageshifting
3、 priorities asa key driver for Agiletransformation,continue to strugglewith unplanned workafter implementing it.Agile ways of workingare most prevalentin the followingmarketing functions:77%creative services,content creation, andoperations62%portfolio and productmarketing84%of those alreadyusing Agi
4、le found itimportant or veryimportant in handlingthe volatility of 2020.Agile marketerscontinue tofavor theuse of hybridframeworksrather than strictadherence to Scrum orKanban, and they mostoften use daily standupand sprint planning tomanage their work.How do marketers feel about their work?Our work
5、 style causes team friction.Source: State of Agile Marketing 2021 / AgileSherpas and Forrestern=580/How do marketers feel about their work?My marketing department can handle fast-paced digital marketing work.How do marketers feel about their work?Our marketing departmenfs strategy is aligned with ou
6、r organization vision.n=580Source: State of Agile Marketing 2021 / AgileSherpas and Forrester/How do marketers feel about their work?I am confident our marketing department can take advantage of emerging opportunities.n=580Source: State of Agile Marketing 2021 / AgileSherpas and ForresterWhat are th
7、e biggest barriers preventing your marketing department from fully implementing an Agile approach?10%20%30%40%0%50%n=282Source: State of Agile Marketing 2021 / AgileSherpas and Forrester/What challenges, if any, have been experienced as a result of using Agile? (Top 5)0%n=298 That pesky “unplanned w
8、ork” is the biggest fly in our Agile ointment. Coming in at a close second are non-Agile teams. The reality is that unplanned work isnt going away, and marketers need to create (hybrid) frameworks designed to deal with this unavoidable challenge.10%20%30%40%50%Source: State of Agile Marketing 2021 /
9、 AgileSherpas and ForresterWhat are the benefits to your marketing department of using Agile? (Top 5)0%10%20%30%40%n=298Source: State of Agile Marketing 2021 / AgileSherpas and Forrester/How are you measuring the results of adopting Agile marketing?，This is our first year investigating Agile marketi
10、ng measurement, and ifs exciting to see most marketers looking at both efficiency and effectiveness. We should be changing our ways of working to do more work that makes a bigger impact, so looking at both sides of the coin is crucial for continuous improvement.Effectiveness (eg, increased engagemen
11、t, greater pipeline/revenue contribution, etc.)Efficiency (e.g., faster cycle time, greater output per cycle, etc.)53%50%Management value (eg, ability to meet goals, data-driven decision making, etc.)Team value (e.g., knowledge and application of Agile concepts, improved capacity, etc.)Stakeholder v
12、alue (e.g., increased customer satisfaction, increased resource utilization, etc.)We do not measure Agile marketing results14%0%20%44%36%29%40%60%n=298Source: State of Agile Marketing 2021 / AgileSherpas and ForresterHow long has your marketing department been practicing agile?10%20%0%30%n=298Source
13、: State of Agile Marketing 2021 / AgileSherpas and Forrester/Which Agile methodology does your marketing department follow most closely?60%53%40%20%f0%r -Hybrid frameworks continue to be the preference of marketers, with an increase of 6 percentage points this year. Kanban and Scrum, however, both s
14、aw jumps in adoption as well, with 13% fewer marketers identifying as Lean practitioners.19%14%8%4%2%Hybrid(multiplemethodologies)ScrumKanban ScrumbanLeanOtherSource: State of Agile Marketing 2021 / AgileSherpas and ForresterFWhich Agile techniques and practices does your marketing department use?20
15、%40%60%Source: State of Agile Marketing 2021 / AgileSherpas and Forrester0%n=298/What changes has your marketing organization put in place to sustain the adoption of Agile?Implemented standardized project management toolsExperimented with marketing planning cyclesEstablished training and coaching fo
16、r agile team managersProvided ongoing resources for agile marketing training and coaching26%22%37%37%Agile marketing transformation isnt easy, so for the first time we asked marketers what they*re doing to make sure their changes stick. Theres no clear winner on this list, which seems to indicate th
17、at marketers are, happily, looking to shore up their Agile ways of working with multiple supplemental process improvements.team special roles /e g,scrum master, product owner)21%Established a centralized project/program management office (PMO)Created agile onboarding for new hires20%18%Established s
18、tandardized measurement of Agile resultsEstablished aaile coaching for executive leadership17%16%,No changes have been made to sustain Agile adoption15%0%10%20%30%40%n=298Source: State of Agile Marketing 2021 / AgileSherpas and ForresterFHow has the adoption of Agile marketing changed marketing plan
19、ning?quarterly or monthly business reviews0Big room / program increment planning has been adopted at routine intervals (e.g., six- to eight-week windows) to support marketing program and tactic executionbeen no change in our marketing planning approach20%30%40%Source: State Agile Marketing 2021 / Ag
20、ileSherpas and Forrester/2 The increased pace of agility is impacting not only daily execution, but also planning and budgeting cycles. Agile marketing organizations are setting aside traditional annual budgets and plans for more dynamic systems.AgileSHow has the adoption of Agile marketing changed
21、marketing budgeting?Source: State of Agile Marketing 2021 / AgileSherpas and ForresterFThere are many options forlast but not least, dont fall inIf you re new to Agile ways of workingportfolio marketing, and channel marketing (just to namemarketing just dont mix, as our respondents always tell us)Do
22、nt pigeon-hole your pilot. Agility isnt just for website development, as you can see from the high percentages of marketers reporting that they use it in creative work, product andIf youre considering getting started with Agile marketing-how and where to apply marketing agility, so get creative in f
23、inding one that best fits your needs.Remember that Agile isnt your why. While Agile marketing nerds may get excited about Kanban boards for their own sakes, we need to take a step back and focus on whats in it for our stakeholders. Review the benefits you see in this report and compare them to your
24、own pain points. How can agility help make your work better? Identify that shortcoming first, then position Agile as the solution. Budget for the right support. Successful change requires investment in tools, training, and talent. Figure out what knowledge your teams are missing (which has been the
25、top challenge every year weve published this report, then determine how best to get it to them. That might be certification workshops, hands-on coaching, or self-paced learning. Ensure their tools are supportive of agility and not hindering it (but dont simply rely on a tool to make you Agile!). And
26、 make sure you have the right Agile champions standing by. Somebody needs to own a transformation for it to really take hold.Believe in Agile but need some help getting started? Our 90Day Jumpstart program will help you identify a project and team to pilot Agile marketing, provide the necessary trai
27、ning and coaching, measure its impact, and make a data-driven case for larger adoption.love with any part of your process. Be willing to experiment on anything.Want to equip yourself or your team for the most effective climb possible? Getting certified as an Agile Marketing Professional gives you a
28、robust toolkit for identifying the right starting point and iterating from there.Embrace the 70/20/10 learning model. This theory points out that only 10% of our knowledge retention happens during structured learning time. Twenty percent takes place when we learn from others, and the remaining 70% h
29、appens when we5re learning from experience. So while youll see in the data above that training is key, you need to support ongoing practice outside of structured trainings to make things stick.Plan for the unplanned. Marketers wont ever be able to predict everything thafs coming their way, which is
30、why we see impromptu work showing up as a big challenge. Proactively plan for how to handle the unplanned work by teaching your partners and stakeholders how to engage with your Agile model. Focus on whafs in it for them, rather than insist they blindly follow your new ways of working.Hold retros re
31、ligiously and apply what you learn. Put retrospectives on your calendar and do not skip them. Talk about whafs not working, then create cards in your backlog to address the issues. Hybridize your framework if you havent already (strict Scrum andWHAT TO DO WITH THIS DATAIf you re an established agili
32、st ready for the next summit- Measure and iterate everywhere. As you see in the report, its ideal to track both effectiveness and efficiency. Dont just do more work; ensure you Ye doing more of the right work. You can also look at how much of your work is aligned to key goals or OKRs, and strive for
33、 the highest possible percentage. Expand agilitys influence outside of daily practices. Go beyond standups and kanban boards, and begin introducing agility to planning and budgeting cycles. This creates greater flexibility and adaptability at the project and initiative levels, allowing Agile marketi
34、ng to have a bigger impact across the marketing function. Evangelize business agility to help deal with non-Agile teams. Many marketing teams get frustrated when their internal partners arent as Agile as they are. Help those partners along and make everyones lives easier. Agility works for everyone;
35、 encourage them to get educated and adopt the pieces of Agile that work for them, just like marketers have done.Hit an iteration plateau and cant figure out how to resume your climb? AgileSherpas coaches can observe your teams and provide specific optimization recommendations. Book time with a Sherp
36、a to learn more.Current Position*The 4th Annual State of Agile Marketing survey was conducted from December 2020 to February 2021. It was produced by AgileSherpas in partnership with Forrester Research and Mantis Research. We collected responses from 580 marketers and business owners via online surv
37、ey. The majority of respondents (79%) were based in North America. Responses from non-marketers were excluded from these published results. Respondents represent a wide range of organizations and were drawn primarily from senior marketing professionals, as outlined in the demographic data below.How
38、many years have you worked in marketing?*0%10%20%30%40%AssociatedDirector24%ManagerVice president/ senior vice president12%CMO or other executive12%Business owner/general manager 4%Contractor/consultant/freelancer 2%30%Other 2%0%10%20%30%*N=580, Source: State of Agile Marketing 2021 / AgileSherpas a
39、nd Forrester,. . , -581016WHICH MARKETING TEAMS ARE EMBRACING AGILITYror tne second year in a row, Ague marketing adoption jumped ten percentage points. Marketers in general are flocking to Agile ways of working in greater numbers, with the highest concentration in B2B marketing.WHY AND HOW MARKETER
40、S ARE GOING AGILEMarketers are turning to Agile to help them manage snitting priorities (unsurprising in a pandemic year) as well as improve their productivity and get their work into the market sooner. For those teams who havent already shifted to Agile, most plan to make the change within a year.r
41、or tne rourtn year running, msumcient Knowledge about Ague is tne Diggest Darner to greater marketing agility. Once marketers adopt Agile, they may continue to struggle with managing unplanned work, but a high level of responsiveness remains a top- cited benefit of agility. Eight-four percent of Agile marketers cited their framework as important in handling the uncertainty of 2020.REAL TALK ABOUT HOW MARKETING AGILITY WORKSwnile adoption is accelerating every year, the Agile marketing movement is still young; 54% of Agile marketers say theyve been