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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).