Helping marketing teams get there is another story.Īside from the reluctance and unease that comes with committing to something new, barriers such as lack of knowledge and training about Agile principles keep brands firmly planted in old ways. When you think about it, improved responsiveness to marketing trends and customer needs is exactly what brands require to stay relevant and offer customers what they crave: a unique, tailored buying experience. The focus is on adaptive planning and execution that encourages innovation, improved delivery times, consistent improvements, and keeps projects flexible to adapt to required changes quickly. If you aren’t familiar with Agile, here’s a quick definition: A development approach built on the idea that business requirements and solutions evolve through continual collaboration between leadership, cross-functional teams, and customer(s)/end users(s). Another interesting fact: they often leverage more than one Agile approach to get the job done. Why? It helps brands keep things flexible and adaptable in the age of buyer-persona based marketing.ĭon’t believe me? According to the 1st Annual State of Agile Marketing Report, 37% of marketing teams are using the Agile process to manage their diverse content development and execution.
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