AgileSherpas-2021年敏捷营销报告（英文）-2021.5-23页_6mb

State of Agile Marketing Report Summary (2021)

Core Content Overview

The 4th Annual State of Agile Marketing report, produced by AgileSherpas in partnership with Forrester Research, highlights the growing adoption and impact of Agile methodologies in the marketing profession. The report provides insights into how marketing teams are adapting to the challenges posed by the pandemic, the effectiveness of Agile in managing shifting priorities, and the ongoing evolution of Agile frameworks in various marketing functions.

Key Findings

Agile Adoption Trends

• Total Agile Adoption: Increased by 10 percentage points to 51%.
• B2B Marketing: Leads in Agile adoption, with 52% of teams using Agile methods.
• B2C Marketing: Only 12% of teams are Agile, showing a clear disparity.
• Hybrid Frameworks: Preferred by the majority of Agile marketers, with a 6% increase in usage this year.
• Adoption Drivers: Marketers are adopting Agile primarily to manage shifting priorities, improve productivity, and respond to emerging opportunities.

Impact of the Pandemic

• Accelerated Adoption: 38% of respondents reported that the pandemic greatly accelerated their Agile adoption plans.
• Unplanned Work: 66% of Agile marketers cited unplanned work as a challenge, with 44% still struggling with it after implementation.
• Satisfaction Levels: Agile marketers are the most satisfied, with 67% reporting satisfaction, compared to 21% for Ad Hoc marketers and 63% for Traditional marketers.

Agile in Marketing Functions

• Demand and ABM: 76% of teams use Agile.
• Website: 72%
• Creative Services & Content Creation: 77%
• Social Media: 66%
• Portfolio & Product Marketing: 62%

Challenges and Benefits

• Top Challenges: Unplanned work, non-Agile teams, and difficulty in managing changes.
• Top Benefits: Improved responsiveness, better alignment with business goals, and the ability to handle fast-paced digital marketing.

Adoption and Implementation Insights

When Will Agile Be Implemented?

• Majority Planning: 93% of marketers planning to implement Agile intend to do so within the coming year.

How Agile Has Changed Planning and Budgeting

• Dynamic Systems: Agile marketing organizations are moving away from traditional annual budgets and plans, toward more flexible and responsive systems.
• Planning: Agile teams are using more dynamic and iterative planning methods, emphasizing flexibility and adaptability.

Recommendations for Marketers

For Newcomers to Agile

• Don't Pigeonhole Agile: Apply Agile to various functions like creative work, product marketing, and channel marketing.
• Focus on Stakeholder Value: Align Agile practices with the needs and benefits of stakeholders, not just for the sake of the methodology.
• Plan for the Unplanned: Proactively manage unplanned work by involving stakeholders and teaching them how to engage with Agile processes.
• Retrospectives and Practice: Conduct regular retrospectives and encourage ongoing practice outside of structured training.
• Training and Tools: Invest in training, coaching, and the right tools to support Agile adoption. Avoid relying solely on tools to become Agile.

For Established Agile Practitioners

• Measure and Iterate: Track both effectiveness and efficiency to ensure that Agile efforts are aligned with organizational goals and OKRs.
• Expand Agile Influence: Introduce Agile principles to planning and budgeting cycles to increase flexibility and impact.
• Evangelize Business Agility: Encourage non-Agile teams to adopt Agile practices to create a more unified and adaptable organization.

Educational and Support Steps

• Training: Training is a key factor in Agile adoption, with 55% of marketers citing the importance of project management tools in 2020.
• Certification: Getting certified as an Agile Marketing Professional provides a toolkit for identifying the right starting point and iterating effectively.
• Support Systems: Budget for tools, training, and talent. Ensure Agile champions are in place to support the transformation.

Demographics

• Survey Scope: 580 marketers and business owners were surveyed.
• Geographic Distribution: 79% of respondents were based in North America.
• Organization Size: Marketing teams vary in size, with responses from organizations of all types and sizes.

Conclusion

Agile marketing has transitioned from a buzzword to a best-in-class practice, with significant benefits for resilience, responsiveness, and satisfaction. The report emphasizes the importance of hybrid frameworks, continuous learning, and stakeholder alignment in the successful implementation and optimization of Agile marketing. As the profession continues to evolve, the report serves as a guide for both new and experienced marketers to navigate the Agile transformation effectively.