Vision Report

Marketing Teams: Adopt Agile Ways Of Working

Agile Cycles Accelerate Decision-Making And Value Creation

August 2nd, 2021
With contributors:
Mike Proulx , Shar VanBoskirk , Shynise McElveen

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.

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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.