Summary
Applying agile methodology to marketing isn’t about working faster. It’s about something far more important — a vastly improved approach to marketing’s purpose, learning, and communication. Marketers get hung up, wrongly, on how agile teams work instead of agile’s true bounty: purpose. Agile approaches teach marketing teams to take a more thoughtful approach to plans and objectives. The result: better, more reliable outcomes from happier marketers. B2C marketers should read this report to learn how to apply agile principles to their marketing activities.
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