{"id":13405,"date":"2020-04-30T08:32:00","date_gmt":"2020-04-30T13:32:00","guid":{"rendered":"https:\/\/blog.planview.com\/?p=13405"},"modified":"2020-04-29T14:49:34","modified_gmt":"2020-04-29T19:49:34","slug":"2020-a-turning-point-for-agile-in-marketing-new-research","status":"publish","type":"post","link":"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/","title":{"rendered":"2020: A Turning Point for Agile in Marketing [New Research]"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13457\" src=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/iStock-1086831852-1024x576.jpeg\" alt=\"Agile in marketing kanban board\" width=\"1024\" height=\"576\" srcset=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/iStock-1086831852-1024x576.jpeg 1024w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/iStock-1086831852-300x169.jpeg 300w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/iStock-1086831852-768x432.jpeg 768w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/iStock-1086831852-750x422.jpeg 750w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>Each year, AgileSherpas surveys hundreds of marketers about the ins and outs of their agility (or lack thereof). This year, the collected data about Agile in marketing is compiled into the <\/span><a href=\"https:\/\/resources.agilesherpas.com\/3rd-annual-state-of-agile-marketing\" rel=\"nofollow\"><span style=\"font-weight: 400;\">3rd Annual State of Agile Marketing Report<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In previous editions of the report (you can find <\/span><a href=\"https:\/\/resources.agilesherpas.com\/2nd-annual-state-of-agile-marketing-report\" rel=\"nofollow\"><span style=\"font-weight: 400;\">the 2019 edition here<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/resources.agilesherpas.com\/1st-annual-state-of-agile-marketing-report\" rel=\"nofollow\"><span style=\"font-weight: 400;\">2018 edition here<\/span><\/a><span style=\"font-weight: 400;\">), we\u2019ve observed marketing agility become increasingly popular among our respondents. More and more teams have also found that once they commit to Agile adoption, Agile manages to deliver on the benefits it promises.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over the last few years, the trend for Agile in marketing has been positive. But, this year the results were particularly exceptional due to how marketers are reacting to the volatile circumstances they find themselves in.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Changing consumer behaviors, an emphasis on building departmental resilience, and, above all, the indisputable need to become highly adaptive have encouraged more marketing teams to seek the benefits of agility.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The report is definitive: Agile is (and will continue) making some seriously positive ripples in the marketing profession this year, but these benefits aren\u2019t without their challenges. Here\u2019s what\u2019s going on inside the Agile marketing revolution, and what makes this year so important.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/#Agile_Marketers_Overtake_Traditional_Marketers\" >Agile Marketers Overtake Traditional Marketers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/#Agile_Makes_Marketers_Happier\" >Agile Makes Marketers Happier<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/#Lack_of_Training_and_Tools_Are_Holding_Marketers_Back\" >Lack of Training and Tools Are Holding Marketers Back<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/#2020_is_a_Pivotal_Year_for_Agile_in_Marketing\" >2020 is a Pivotal Year for Agile in Marketing\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Agile_Marketers_Overtake_Traditional_Marketers\"><\/span><span style=\"font-weight: 400;\">Agile Marketers Overtake Traditional Marketers<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This year\u2019s report marks a real milestone for the application of Agile methodology among marketers, and more generally, outside of IT departments.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For the first time in the history of the State of Agile Marketing Report, more marketers labeled themselves Agile than traditional or ad hoc. That makes Agile the most commonly cited approach among our respondents!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whichever way you look at it &#8212; this is awesome news.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Traditional and ad hoc approaches to marketing work have been <\/span><a href=\"https:\/\/blog.zef.fi\/en\/the-traditional-marketing-is-broken\" rel=\"nofollow\"><span style=\"font-weight: 400;\">causing problems for marketing professionals <\/span><\/a><span style=\"font-weight: 400;\">and other knowledge workers for years (dare we say, decades). The trend toward Agile in marketing is a welcome shift for the 42% of the 600-plus marketers we queried who are embracing at least some parts of an Agile approach to manage their work.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-13453 aligncenter\" src=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-1-1024x576.png\" alt=\"\" width=\"851\" height=\"479\" srcset=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-1-1024x576.png 1024w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-1-300x169.png 300w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-1-768x432.png 768w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-1-750x422.png 750w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-1.png 1600w\" sizes=\"auto, (max-width: 851px) 100vw, 851px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Even those who aren\u2019t Agile yet are eager to get in on the action. By the end of 2020, we can expect the number of Agile marketers to continue to grow, as 46% of non-Agile marketers plan to implement Agile ways of working within the next six months. Another 49% will follow suit within the next year.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Compared with last year\u2019s 32% of non-Agile marketers prepared to make the switch, it appears that the sense of urgency to move away from traditional marketing approaches is getting stronger year over year.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Agile_Makes_Marketers_Happier\"><\/span><span style=\"font-weight: 400;\">Agile Makes Marketers Happier<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marketers often have high expectations of process change, and now more than ever, Agile is delivering on its promises.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that more teams have cultivated an Agile mindset and are in the habit of consistently applying Agile practices as part of their daily process management, marketers are starting to notice both short-term and long-term benefits of the approach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Twice as many teams who practice Agile in marketing reported improved productivity in 2020 so far. Those enjoying more effective prioritization of their work has also doubled from last year.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-13454 aligncenter\" src=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-2-1-1024x576.png\" alt=\"\" width=\"850\" height=\"478\" srcset=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-2-1-1024x576.png 1024w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-2-1-300x169.png 300w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-2-1-768x432.png 768w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-2-1-750x422.png 750w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-2-1.png 1600w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Apart from improvements in productivity, pace, and quality, 40% of the marketers queried this year have also noticed a boost in their team morale. That is a 7% increase from the 33% who linked agility to higher morale and employee satisfaction last year.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the context of other data about the marketing role right now, this makes for a compelling argument for transforming a traditional marketing department into an Agile one.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Statistically, <\/span><a href=\"https:\/\/www.iqpartners.com\/blog\/marketing-jobs-have-the-highest-turnover-rate\/\" rel=\"nofollow\"><span style=\"font-weight: 400;\">marketing jobs have the highest turnover rates<\/span><\/a><span style=\"font-weight: 400;\"> out of all other roles right now. In an effort to reduce employee churn, CMOs are likely to begin using agility as a means to boost marketer happiness (and lose fewer people).<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lack_of_Training_and_Tools_Are_Holding_Marketers_Back\"><\/span><span style=\"font-weight: 400;\">Lack of Training and Tools Are Holding Marketers Back<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While querying Agile marketers about the quantitative and qualitative benefits of agility in their departments, we also asked non-Agile marketers about what\u2019s preventing them from implementing an Agile approach.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Widely, barriers such as the lack of knowledge about Agile in marketing and access to the right tools to support an Agile approach are holding marketers back. Forty-four percent of respondents cite lack of training or knowledge about Agile approaches as the biggest barrier to Agile adoption.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, in the 2020 survey, more than three times as many marketers blamed their delay in Agile adoption on not having the right tools, compared with last year\u2019s report.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-13455 aligncenter\" src=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-3-1024x576.png\" alt=\"\" width=\"850\" height=\"478\" srcset=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-3-1024x576.png 1024w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-3-300x169.png 300w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-3-768x432.png 768w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-3-750x422.png 750w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/Agile-Marketing-3.png 1600w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">As Agile proves year after year that it\u2019s able to deliver on marketers\u2019 top priorities, there\u2019s no excuse not to equip marketing teams with the tools and training they need to make Agile a reality.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a <\/span><a href=\"https:\/\/www.agilesherpas.com\/training-services\/\" rel=\"nofollow\"><span style=\"font-weight: 400;\">variety of training options made available in the past year<\/span><\/a><span style=\"font-weight: 400;\">, and major improvements in support for teams from <\/span><a href=\"https:\/\/www.planview.com\/topics\/marketing-project-management-software\/\"><span style=\"font-weight: 400;\">marketing project management software<\/span><\/a><span style=\"font-weight: 400;\">, there\u2019s reason to be optimistic that teams will leap over these hurdles in the next year.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2020_is_a_Pivotal_Year_for_Agile_in_Marketing\"><\/span><span style=\"font-weight: 400;\">2020 is a Pivotal Year for Agile in Marketing\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Based on the findings in this year\u2019s report, it looks like the months ahead will show accelerated Agile adoption, an emphasis on education, and acquiring the proper tools to make Agile in marketing a reality and, last but not least, increased marketer happiness.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unlike in last year\u2019s data, we\u2019re seeing Agile ways of working overtake traditional and ad hoc process management. As the link between marketing agility and marketing department goals becomes clearer and stronger, we can expect a huge wave of Agile transformations among marketers in many different industries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Will you join the next wave of Agile marketers?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Discover all the insights from the 2020 State of Agile Marketing report by downloading the full document <\/span><a href=\"https:\/\/resources.agilesherpas.com\/3rd-annual-state-of-agile-marketing\" rel=\"nofollow\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Each year, AgileSherpas surveys hundreds of marketers about the ins and outs of their agility (or lack thereof). This year, the collected data about Agile in marketing is compiled into the 3rd Annual State of Agile Marketing Report.\u00a0 In previous editions of the report (you can find the 2019 edition here and 2018 edition here),&#8230;<\/p>\n","protected":false},"author":187,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[477,38],"tags":[],"class_list":["post-13405","post","type-post","status-publish","format-standard","hentry","category-vision-trends","category-work-collaboration"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Agile in Marketing Makes a Turning Point [New Research] - Planview Blog<\/title>\n<meta name=\"description\" content=\"AgileSherpas released their 3rd Annual State of Agile Marketing report! Learn why the adoption of Agile in marketing is rising and other new insights.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2020: A Turning Point for Agile in Marketing [New Research]\" \/>\n<meta property=\"og:description\" content=\"AgileSherpas released their 3rd Annual State of Agile Marketing report! Learn why the adoption of Agile in marketing is rising and other new insights.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Planview Blog\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/pages\/Planview-Inc\/89422974772\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-30T13:32:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/iStock-1086831852-1024x576.jpeg\" \/>\n<meta name=\"author\" content=\"Monica Georgieff\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@agilesherpas\" \/>\n<meta name=\"twitter:site\" content=\"@Planview\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Monica Georgieff\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/\"},\"author\":{\"name\":\"Monica Georgieff\",\"@id\":\"https:\/\/blog.planview.com\/#\/schema\/person\/53e73a61ff8f77ba9b9cd17ac0268d03\"},\"headline\":\"2020: A Turning Point for Agile in Marketing [New Research]\",\"datePublished\":\"2020-04-30T13:32:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/\"},\"wordCount\":953,\"publisher\":{\"@id\":\"https:\/\/blog.planview.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/iStock-1086831852-1024x576.jpeg\",\"articleSection\":[\"Vision and Trends\",\"Work Management for Teams\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/\",\"url\":\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/\",\"name\":\"Agile in Marketing Makes a Turning Point [New Research] - Planview Blog\",\"isPartOf\":{\"@id\":\"https:\/\/blog.planview.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.planview.com\/2020-a-turning-point-for-agile-in-marketing-new-research\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/04\/iStock-1086831852-1024x576.jpeg\",\"datePublished\":\"2020-04-30T13:32:00+00:00\",\"description\":\"AgileSherpas released their 3rd Annual State of Agile Marketing report! 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