Data Overview Report

The State Of B2B Agile Marketing 2021

August 11th, 2021
Marcia Trask
With contributor:

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.

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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.