Best Practice Report

Incubating Demand With Agile Teams

January 1st, 2018

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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.