Best Practice Report

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

March 18th, 2022
With contributors:
Sara Corey , Drew Zalucky


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.