Best Practice Report

Aligning Portfolio Marketing With Agile Product Development

January 1st, 2018
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst

Summary

Organizations adopt an agile development methodology to improve their time-to-market and responsiveness to customer needs. While agile development is less predictable than the traditional waterfall development approach, portfolio marketers can adjust by anticipating how their workstreams will change. Product deliverables might be less understood and more apt to change, so portfolio marketers must develop a flexible approach to their innovation and go-to-market processes. In this report, we describe what the agile development environment is, how portfolio marketing priorities and responsibilities are affected by it, and changes that portfolio marketers must make to succeed.

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