敏捷營銷報告

1、AgileSF62%portfolio and product marketing66%social media77%creative services, content creation, and operationswebsite72%76%demand and ABMAgile marketers continue to favor theuse of hybrid frameworksrather than strictadherence to Scrum or Kanban, and they most often use daily standup and sprint plann

2、ing to manage their work.Compared to their Ad Hoc and Traditionalcounterparts,Agile marketers are far more optimisticabout the teams ability tohandle the pace of digital marketing, respond to emerging opportunities, and stay aligned with business objectives.Agile ways of working are most prevalentin

3、 the following marketing functions:Executive SummaryAgile marketing has stepped resolutelyout of buzzword territory and toward a best-in-class way of working.Total adoption jumped 10 percentage points this year to land at51%.While 65% of marketers cite the need to manage shifting priorities asa key

4、driver for Agile transformation,44%continue to strugglewith unplanned work after implementing it.The COVID-19 pandemic accelerated adoption plans for 38% of our respondents.84%of those alreadyusing Agile found it important or very important in handling the volatility of 2020.4 | TABLE OF CONTENTS5 W

5、HICH MARKETING TEAMS ARE EMBRACING AGILITYFor the second year in a row, Agile marketing adoption jumped ten percentage points. Marketers in general are flocking to Agile ways of working in greater numbers, with the highest concentration in B2B marketing.8 WHY AND HOW MARKETERS ARE GOING AGILEMarkete

6、rs are turning to Agile to help them manage shifting priorities (unsurprising in a pandemic year) as well as improve their productivity and get their work into the market sooner. For those teams who havent already shifted to Agile, most plan to make the change within a year.10 BENEFITS AND BATTLES F

7、ACING AGILE MARKETERSFor the fourth year running, insufficient knowledge about Agile is the biggest barrier to greater marketing agility. Once marketers adopt Agile, they may continue to struggle with managing unplanned work, but a high level of responsiveness remains a top- cited benefit of agility

8、. Eight-four percent of Agile marketers cited their framework as important in handling the uncertainty of 2020.16 REAL TALK ABOUT HOW MARKETING AGILITY WORKSWhile adoption is accelerating every year, the Agile marketing movement is still young;54% of Agile marketers say theyve been using Agile for t

9、wo years or less. Within all Agile marketing teams, hybrid frameworks are far and away the most popular (again). For the first time we asked how planning and budgeting have changed post-Agile, with fascinating results.19 WHAT TO DO WITH THIS DATAInformation is good, but action is better. Here we bre

10、ak down how to apply the insightsfrom this report based on where you are on your Agile marketing journey. Find out what to do if youre just thinking about agility, how to improve if youre in the early stages of adoption, and what optimization options exist for more mature Agile marketers.21 DEMOGRAP

11、HICSThis years report broadened its reach, hitting slightly more marketers working within larger enterprises, and located outside of North America than previous years. Weve collected responses from marketing organizations of all sizes and types, as noted in our demographic overview.AgileSFAgileSFWhi

12、ch of the following most accurately describes your marketing departments work management process?Agile adoption continues to accelerate. This years report shows another jump of ten percentage points, the same increase we saw from 2019 to 2020.B2B marketing teams are the leaders in Agile adoption in

13、2021, with just over half (52%) reporting use of Agile ways of working. Only 12% of B2C teams, on the other hand, say theyre Agile. A slightly higher number of teams that represent a blend of B2B and B2C are using Agile at 20%.51% AgileWe use at least some parts of an Agile marketing approach to man

14、age our work, such as daily standups, a backlog, Sprints, kanban board, etc. We have plans, but theyre flexible and change often.36% TraditionalWe plan our work in advance using a lot of detail and try to stick as closely as possible to that plan.13% Ad hocWe dont make long-term plans. We work on wh

15、at seems right from day to day and dont have a well-defined process for managing incoming work.n=580Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/ 54%Customer engagement54%Advertising44%Brand management52%Events56%Channel marketing62%Portfolio and product marketing66%Social medi

16、a72%Website76%Demand and ABM77%Creative services, content creation, and operationsWithin what specific activities in marketing is Agile being used? (Top 10)0%20%40%60%80%n=298Source: State of Agile Marketing 2021 | AgileSherpas and ForresterHow important is Agile to your company?21%26%42%8%3%Agile i

17、s a priority within one or more functional areas (e.g., IT, product development, marketing)Agile is major initiative across the company, but not the most importantAgile is one of the most important initiatives across the companyI dont knowAgile is not a priority0%10%20%30%40%50%Source: State of Agil

18、e Marketing 2021 | AgileSherpas and Forrester/ Which otherfunctions in your organization are using an Agile methodology?60%40%20%53%44%Marketing, with its role as the conduit between the customer and the business, is an ideal Agile entry point. With 10% of Agile marketers indicating that no other de

19、partments are Agile yet, we can expect to see more business agility transformations that begin here.18%13%10%10%10%0%ProductITSalesI dontFinanceHumanNo otherdevelopment / managementknowresourcesdepartmentn=298Source: State of Agile Marketing 2021 | AgileSherpas and ForresterAgileSFDoes your marketin

20、g department plan to implement Agile marketing?47% Yes17% No35% I dont known=282Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/ You have to ”love” how many marketers dont know if Agile is in the cards at their organization. We suspect many of them will encounter a transformation

21、theywerent expecting in the very near future, as 93% of respondents who are planning to implement Agile would like to do so within the coming year.When does your marketing department plan to implement Agile marketing? 3%5%34%59%60%40%20%0%Within the next 6 monthsWithin the next year2 to 4 years from

22、 nowI dont known=298Source: State of Agile Marketing 2021 | AgileSherpas and ForresterHow has the COVID-19 pandemic impacted your plans for Agile marketing adoption?17% It has greatly accelerated our plans21% It has slightly accelerated our plans14% It has slightly delayed our plans3% It has greatly

23、 delayed our plans45% No impactn=282Source: State of Agile Marketing 2021 | AgileSherpas and ForresterThis data reflects what weve witnessed firsthand with clients at AgileSherpas. Many marketers whove long been eyeing agility have jumped on the unprecedented volatility of 2020as their catalyst for

24、change. The 17% who report delaying adoptiondue to COVID-19 are, unfortunately, likely to fall even further behind as their colleagues acceleratetheir use of Agile in the immediate future./ What were the most important reasons for adopting Agile within your marketing department?Enhance the ability t

25、o manage changing priorities65%Improve productivity58%Accelerate delivery of campaigns / programs / tactics56%Improve the quality of campaigns / programs / tactics44%Improve alignment with other teams / business objectives44%0%20%40%60%80%n=298Source: State of Agile Marketing 2021 | AgileSherpas and

26、 ForresterWhich of the following have been the most valuable during your adoption of Agile marketing?As remote work exploded in 2020, marketers were far more likely to cite the importance of project management tools this year (55% in 2020, compared to 39% in 2019). Of course, using a tool, no matter

27、 how awesome, doesnt make you instantly Agile. True adoption comes from changing mindsets and practices as well as using the right tools.Implementing an Agile project management tool55%Consistent practices and processes across teams43%Executive sponsorship32%Online and/or in-person training30%Extern

28、al Agile coaches23%or trainers20%Articles or books about Agile marketingConferences13%& webinars0%20%40%60%n=298Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/ What educational steps are being taken in your organization to support the rollout of Agile marketing?21%Long-term coach

29、ing for Agile teams23%Other Agile courses (e.g., certified scrum master or product owner)43%Agile marketing-specific courses (in person or online)40%“Train the trainer” programs for internal Agile leaders and coaches0%10%20%30%40%50%n=298Source: State of Agile Marketing 2021 | AgileSherpas and Forre

30、sterHow important have your Agile ways of working been in responding to the uncertain, volatile climate of 2020?44% Extremely important40% Somewhat important9% Minimally important6% Neutral / no difference1% Not important at alln=298Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/

31、 How satisfied are you with the way your marketing department currently manages its work?Agile marketers are the most likely to label themselves as satisfied with their work at 67%. Traditional marketers are almost as satisfied: 63% of them say their ways of working aresatisfactory. Our poor Ad hoc

32、marketers, however, report satisfaction one third as often as Agile marketers at just 21%.34% 4%10%24%42%21%5%27%53%14%Very satisfiedSatisfiedNeutralDissatisfiedVery dissatisfiedAgile1%Traditional3%Ad hoc41%18%3%0%25%50%75%100%n=580Source: State of Agile Marketing 2021 | AgileSherpas and ForresterHo

33、w do marketers feel about their work?I have a clear plan for what I need to get done each dayStrongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree35%53%7%4%37%47%9%5%19%53%10%15%Agile1%Traditional2%Ad hoc3%0%25%50%75%100%n=580Source: State of Agile Marketing 2021 |

34、 AgileSherpas and Forrester/ How do marketers feel about their work?Too much of my team is spent communicating with others about marketing projects.AgileTraditionalAd hocStrongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree15%38%24%17%6%23%36%20%15%6%15%47%14%22%3%

35、0%25%50%75%100%n=580Source: State of Agile Marketing 2021 | AgileSherpas and ForresterHow do marketers feel about their work?Our work style causes team friction.AgileTraditionalAd hocStrongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree8%22%20%30%20%16%21%25%21%18%

36、11%34%23%15%16%0%25%50%75%100%n=580Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/ How do marketers feel about their work?My marketing department can handle fast-paced digital marketing work.Strongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree3

37、5%41%12%10%20%43%16%14%7%15%21%16%40%8%Agile2%TraditionalAd hoc0%25%50%75%100%n=580Source: State of Agile Marketing 2021 | AgileSherpas and ForresterHow do marketers feel about their work?Our marketing departments strategy is aligned with our organizations vision.AgileTraditionalAd hocStrongly agree

38、Somewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree52%35%8% 4%44%35%11%7%15%45%16%21%2%3%0%25%50%75%100%n=580Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/ How do marketers feel about their work?I am confident our marketing department can take advantage of

39、 emerging opportunities.Strongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree38%44%12% 6%35%37%14%9%12%32%21%30%Agile1%Traditional4%Ad hoc5%0%25%50%75%100%n=580Source: State of Agile Marketing 2021 | AgileSherpas and ForresterWhat are the biggest barriers preventin

40、g your marketing department from fully implementing an Agile approach?4%23%21%We dont have time to try something newWe dont have the right tools to support an Agile approachLack of support from management or executivesWe lack the right talent to transform the team to Agile29%29%Our current process i

41、s working well enough43%Lack of training or knowledge about Agile approaches0%10%20%30%40%50%n=282Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/ What challenges, if any, have been experienced as a result of using Agile? (Top 5)That pesky “unplanned work” is the biggest fly in ou

42、r Agile ointment. Coming in at a close second are non-Agile teams. The reality is that unplanned work isnt going away, andmarketers need to create (hybrid) frameworks designed to deal with this unavoidable challenge.27%Difficulties in estimating team capacity and velocity28%Plans changing too often3

43、1%Challenges with agile teams interacting with non-agile teams36%People reverting to old (non-agile) approaches44%Difficulties managing unplanned work0%10%20%30%40%50%n=298Source: State of Agile Marketing 2021 | AgileSherpas and ForresterWhat are the benefits to your marketing department of using Ag

44、ile? (Top 5)30%Better alignment on business objectives24%Optimize use of resources26%Better visibility into project status36%More effective prioritization of work38%Ability to change direction quickly and effectively based on feedback0%10%20%30%40%n=298Source: State of Agile Marketing 2021 | AgileSh

45、erpas and Forrester/ How are you measuring the results of adopting Agile marketing?This is our first year investigating Agile marketing measurement, and its exciting to see most marketers looking at both efficiency and effectiveness. We should be changing our ways of working to do more work that mak

46、es a bigger impact, so looking at both sides of the coin is crucial for continuous improvement.53%50%44%36%29%14%Stakeholder value (e.g., increased customer satisfaction, increased resource utilization, etc.)Team value (e.g., knowledge and application of Agile concepts, improved capacity, etc.)Manag

47、ement value (e.g., ability to meet goals, data-driven decision making, etc.)Efficiency (e.g., faster cycle time, greater output per cycle, etc.)Effectiveness (e.g., increased engagement, greater pipeline/revenue contribution, etc.)We do not measure Agile marketing results0%20%40%60%n=298Source: Stat

48、e of Agile Marketing 2021 | AgileSherpas and ForresterHow long has your marketing department been practicing agile?7%4%14%5+ years28%3-5 years29%1-2 years18%Less than 1 yearDont knowCurrently in pilot/ trial stage0%10%20%30%n=298Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/ 40%

49、20%4%0%Hybrid (multiple methodologies)ScrumKanbanScrumbanLean2%Othern=298Source: State of Agile Marketing 2021 | AgileSherpas and ForresterAgileSF8%14%19%53%Hybrid frameworks continue to be the preference of marketers, with an increase of 6 percentage points this year. Kanban and Scrum, however, bot

50、h saw jumps in adoption as well, with 13% fewer marketers identifying as Lean practitioners.Which Agile methodology does your marketing department follow most closely?60%Sprint/iteration planning58%Sprint/iteration reviewDigital kanban board45%44%Physical kanban boardPlanning poker/ estimation13%13%

51、Daily standup57%Which Agile techniques and practices does your marketing department use?User stories and / or epics42%Retrospectives41%Short iterations37%Frequent releases31%Work in progress (WIP) limits26%0%20%40%60%What changeshas your marketing organization putin place to sustain the adoptionof A

52、gile?Implemented standardized project management tools37%Experimented with marketing planning cycles37%Established training and coaching for agile team managers26%Provided ongoing resources for agile marketing training and coachingEstablished training and coaching for agile team special roles (e.g.,

53、 scrum master, product owner)22%21%20%18%17%16%15%0%n=29810%20%30%40%Source: State of Agile Marketing 2021 | AgileSherpas and ForresterAgileSFEstablished a centralized project/program management office (PMO)No changes have been made to sustain Agile adoptionexecutive leadershipEstablished agile coac

54、hing forEstablished standardized measurement of Agile resultsCreated agile onboarding for new hiresAgile marketing transformation isnt easy, so for the first time we asked marketers what theyre doing to make sure their changes stick.Theres no clear winner on this list, which seems to indicate that m

55、arketers are, happily, looking toshore up their Agile ways of working with multiple supplemental process improvements.n=298Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/ How has the adoption of Agile marketing changed marketing planning?8%Annual planning is no longer sufficient,

56、 and plans are now routinely reviewed and revised semi-annuallyAnnual planning is no longer sufficient, and plans are now routinely reviewed and revised quarterlyAnnual plans are reviewed and revised based on feedback from quarterly or monthly business reviews26%39%15%Big room / program increment pl

57、anning has been adopted at routine intervals (e.g., six- to eight-week windows) to support marketing program and tactic execution11%There has been no change in our marketing planning approach0%10%20%30%40%n=298Source: State of Agile Marketing 2021 | AgileSherpas and Forrester/ How has the adoption o

58、f Agile marketing changed marketing budgeting?The increased pace of agility is impacting not only daily execution, but also planning and budgeting cycles. Agile marketing organizations aresetting aside traditional annual budgets and plans for more dynamic systems.Annual budgeting is no longer suffic

59、ient, and budgets are now routinely reviewed and revised semi-annually26%There has been no change in our marketing budgeting approach39%We dynamically reallocate budget on an ongoing basis27%Annual budgeting is no longer sufficient, and budgets are now routinely reviewed and revised quarterly6%0%10%

60、20%30%40%n=298Source: State of Agile Marketing 2021 | AgileSherpas and ForresterAgileSF19 | WHAT TO DO WITH THIS DATAIf youre considering getting started with Agile marketing:Dont pigeon-hole your pilot. Agility isnt just for website development, as you can see from the high percentages of marketers