Summary
Hierarchical marketing organizations struggle to adapt to the rapidly changing needs of the business and its customers. Organizing marketing teams around agile ways of working enables them to discuss and respond to change much more quickly. Marketers can facilitate the shift from hierarchical decision-making to frontline decision-making through three agile concepts: the epic, the story, and the sprint. This report provides marketing leaders with an understanding of these key aspects of agile ways of working and how they can apply them to their marketing teams.
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).