The State Of B2B Agile Marketing 2021

The need for marketing to respond to changing market conditions, buyer behaviors, and internal stakeholder requirements drives B2B organizations to continually embrace agile methodology. The State Of B2B Agile Marketing 2021, a study conducted by Forrester in partnership with AgileSherpas, determined that agile adoption had increased 10 percentage points over last year. There is also an increase in marketing functions that are not yet using agile but are planning to adopt the methodology and to do so quickly — within the next six months to a year. In this report, we share how agile marketers have higher work satisfaction and are more optimistic about how marketing approaches the organization’s digital marketing transformation, responds to opportunities, and aligns to business objectives.