Research Overview: Agile For Marketers, Q1 2020

January 10th, 2020

Ryan Skinner

Sarah Dawson

With contributors:

Brigitte Majewski , Luca Russo , Christine Turley

Summary

Today’s customers want more, better, and faster; marketers’ decades-old processes just aren’t up to the task. Agile methodologies enable marketers to update how they work and — better — reassess iteratively the purpose of it. B2C marketers should read this compendium of Forrester’s recent research to structure their understanding of applying agile methodology to their marketing organization and beyond.

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