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For CMO Professionals

Agile Methodology Embeds Customer Obsession In Marketing

Intermediate Level: Process Practices For The Marketing Innovation Playbook

July 1, 2019

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This report is part of "Act: Intermediate Level" in The Marketing Innovation Playbook.

Why Read This Report

Once you've established customer-obsessed processes, you're ready to advance them using Agile methodologies. The forces that drove Agile into developer communities have hit marketers just as hard. CMOs must respond to constantly changing requirements, cross-functional demands, high-performance expectations, and most of all, climbing customer expectations — all benefits of a more formal approach to Agile methodologies in marketing. Read this report to understand how Agile methodologies apply to marketing innovation principles. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Customer Understanding Calls For A Shift To Agile Methodology
  • Formalize An Agile Approach To Your Marketing Innovation
  • Supplemental Material
  • Related Research Documents

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