Best Practice Report

The Portfolio Marketer’s Guide To Managing Launches In An Agile Development Environment

March 18th, 2022
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
With contributors:
Sara Corey , Drew Zalucky

Summary

Successful market launches for new offering capabilities can help organizations expand their business, demonstrate innovation capabilities, solidify market presence, and build their brand. However, agile sprints — short development cycles that allow changes in requirements — can create a challenge for portfolio marketers planning launches. Agile teams might be releasing product iterations in sprint after sprint, but sometimes there doesn’t seem to be enough significant new functionality to promote, and, as a result, there’s no real launch or impact to the market. In this report, we share recommendations to help portfolio marketers plan, execute, and measure launches in agile development environments.

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