Best Practice Report

Applying Agile Development Concepts to Product Strategy

January 1st, 2018


Agile product development, which has gained popularity in recent years, borrows from the scientific method in several ways. Instead of requiring a complete understanding of every product detail before moving forward, agile promotes iteration, incremental development, and ongoing customer feedback. Now, many B2B organizations are broadening their use of agile beyond product development to the entire practice of product management. An agile approach is consistent with the Product Marketing and Management (PMM) Model, though some minor adjustments may be required. In this report, we look at best practices for applying agile concepts in the strategy phase of the PMM Model.

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