Best Practice Report

Ensuring The Success Of Product Launches In Agile Development Environments

May 29th, 2019
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
John Buten, Principal Analyst
John Buten Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
With contributors:
Barry Vasudevan , Barbara Winters , Katie Fabiszak

Summary

As B2B organizations turn to agile development methodologies to respond to customer needs and market changes, some portfolio marketers comment that using agile can feel like constant spinning without clear direction. While portfolio marketers are intent on creating product launches that make an impact in the market, agile teams are delivering rapid-fire sprints — but often without clear progress to meet launch requirements. In this report, we discuss the five most common challenges portfolio marketers face when launching products in an agile development environment and explain how to overcome them.

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