Incubating Demand With Agile Teams

January 1st, 2018

Marcia Trask

Summary

Agile is a project management approach that originated with product developers but can be adapted and applied to support demand generation. Agile project management has become prominent as a method for harnessing the energy and innovation of small teams. Although agile approaches began as an alternative to traditional methods of software development, they can be applied to other business processes, including marketing. In this report, we introduce agile principles for marketers, describe the mechanics of agile teams, and outline four approaches for deploying these teams to incubate and accelerate demand generation efforts.

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