AgileSherpas-2021年敏捷營(yíng)銷報(bào)告（英文）-2021.5-23正式版

STATEOF

AGILE

MARKETING

REPORT

TH

ANNUAL

2|INTRODUCTION

AgilityBringsResiliencetoMarketing

AndreaFryrear

Presidentand

Co-Founder,

AgileSherpas

AgileS

Thistimelastyear,asIsatdowntodrafttheintroductiontothe3rdAnnualStateofAgileMarketingreport,IwasonareturnflightfromSwitzerland.Itwasthesecondofwhatwassupposedtobemany,manytripsspentworkingwithclients,attendingindustryevents,andvisitingfriendsandfamilyin2020.

AsIreflectonthedataforthisyear’sreport,Ihaven’tboardedaplanein13months.Tosaythat2020didn’tgoasplannedwouldbealaughableunderstatement.

Whenconsideringapartnerforthis(mostunprecedented)year’sstudy,ForresterResearchrepresentedtheperfectpairing.We’vebeenboththankfulandhonoredtoworkwiththeirteamofexpertsthisyeartobetterunderstandjusthowmarketersaregettingamazingworkdoneinaclimatethat’sbeen,ahem,interesting.

Butdespitethemyriadchallenges,asIreviewtheinsightsfromhundredsoffellowmarketers,Iseepositivityandresilience.

Awhopping84%oftheAgilemarketerswesurveyedsaidAgilewasimportantinnavigating2020.Theycontinuetobeoptimisticabouttheirdepartment’sororganization’sabilitytohandletheever-increasingpaceofdigitalmarketingwork.Theybelievetheycanactquicklywhennewopportunitiesarise.And,perhapsmostimportantlyafterayearofextremeimbalance,ourAgilerespondentsremainhappywithhowtheirteamhandleswork.TraditionalmarketersaretwiceaslikelyasAgileonestobedissatisfied;adhocmarketers,whoforgoplanningtoworkonwhateverseemsbestatthemoment,aremorethansixtimesaslikelytoratethemselvesasdissatisfied.

ThisistherealreasonI’mexcitedtolearnthat,forthefirsttimeever,overhalfofparticipatingmarketerslabeledthemselvesasbeingAgile.Inaprofessionoftenmarkedbylonghours,unrealisticexpectations,andunsungheroism,thegrowingadoptionofaframeworkthatemphasizessustainablepaceandempoweredteamsisabeautifulthing.

Readontolearnhowmarketingdepartmentsaresupportingthelong-termadoptionofAgilethroughtrainingandcoaching,projectmanagementtools,andchangesinthewaytheyplanandbudget.Digthroughthedatatoseethehighmajoritiesofmarketers—focusedondigital,demand,ABM,socialmedia,andmore—usingAgiletomanagetheirwork.Revelinthecontinuedprevalenceofahybridapproach,asmarketersacceleratetheevolutionofAgileframeworks.

ButIhopeyou’lljoinmeinbecomingemboldenedandappreciativewhenyouconsiderthecollectivetribeofindividualmarketersaroundtheglobewho,thankstoAgile,cantruly“l(fā)ogoff”tofocuslessonmarketing,andmoreonliving.

F

ExecutiveSummary

Agilemarketing

hassteppedresolutely

outofbuzzwordterritory

andtowardabest-in-class

wayofworking.

Totaladoptionjumped

10percentagepoints

thisyeartolandat

51%.

Comparedtotheir

AdHocandTraditional

counterparts,

Agilemarketers

arefarmore

optimistic

abouttheteam’sabilityto

handlethepaceofdigital

marketing,respondto

emergingopportunities,

andstayalignedwith

businessobjectives.

While65%ofmarketers

citetheneedtomanage

shiftingprioritiesas

akeydriverforAgile

transformation,

44%

continuetostruggle

withunplannedwork

afterimplementingit.

Agilewaysofworking

aremostprevalent

inthefollowing

marketingfunctions:

76%

demandandABM

72%

website

77%

creativeservices,

contentcreation,and

operations

66%

socialmedia

62%

portfolioandproduct

marketing

TheCOVID-19pandemic

acceleratedadoption

plansfor38%ofour

respondents.

84%

ofthosealready

usingAgilefoundit

importantorvery

importantinhandling

thevolatilityof2020.

Agilemarketers

continueto

favorthe

useofhybrid

frameworks

ratherthanstrict

adherencetoScrumor

Kanban,andtheymost

oftenusedailystandup

andsprintplanningto

managetheirwork.

AgileS F

4|TABLEOFCONTENTS

5 WHICHMARKETINGTEAMSAREEMBRACINGAGILITY

Forthesecondyearinarow,Agilemarketingadoptionjumpedtenpercentagepoints.MarketersingeneralareflockingtoAgilewaysofworkingingreaternumbers,withthehighestconcentrationinB2Bmarketing.

8 WHYANDHOWMARKETERSAREGOINGAGILE

MarketersareturningtoAgiletohelpthemmanageshiftingpriorities(unsurprisinginapandemicyear)aswellasimprovetheirproductivityandgettheirworkintothemarketsooner.Forthoseteamswhohaven’talreadyshiftedtoAgile,mostplantomakethechangewithinayear.

10 BENEFITSANDBATTLESFACINGAGILEMARKETERS

Forthefourthyearrunning,insufficientknowledgeaboutAgileisthebiggestbarriertogreatermarketingagility.OncemarketersadoptAgile,theymaycontinuetostrugglewithmanagingunplannedwork,butahighlevelofresponsivenessremainsatop-citedbenefitofagility.Eight-fourpercentofAgilemarketerscitedtheirframeworkasimportantinhandlingtheuncertaintyof2020.

16 REALTALKABOUTHOWMARKETINGAGILITYWORKS

Whileadoptionisacceleratingeveryyear,theAgilemarketingmovementisstillyoung;54%ofAgilemarketerssaythey’vebeenusingAgilefortwoyearsorless.WithinallAgilemarketingteams,hybridframeworksarefarandawaythemostpopular(again).Forthefirsttimeweaskedhowplanningandbudgetinghavechangedpost-Agile,withfascinatingresults.

19 WHATTODOWITHTHISDATA

Informationisgood,butactionisbetter.HerewebreakdownhowtoapplytheinsightsfromthisreportbasedonwhereyouareonyourAgilemarketingjourney.Findoutwhattodoifyou’rejustthinkingaboutagility,howtoimproveifyou’reintheearlystagesofadoption,andwhatoptimizationoptionsexistformorematureAgilemarketers.

21 DEMOGRAPHICS

Thisyear’sreportbroadeneditsreach,hittingslightlymoremarketersworkingwithinlargerenterprises,andlocatedoutsideofNorthAmericathanpreviousyears.We’vecollectedresponsesfrommarketingorganizationsofallsizesandtypes,asnotedinourdemographicoverview.

AgileS F

|WHICHMARKETINGTEAMSAREEMBRACINGAGILITY

Whichofthefollowingmostaccuratelydescribesyourmarketingdepartment’sworkmanagementprocess?

Agileadoptioncontinuestoaccelerate.Thisyear’sreportshowsanotherjumpoftenpercentagepoints,thesameincreasewesawfrom2019to2020.

B2BmarketingteamsaretheleadersinAgileadoptionin2021,withjustoverhalf(52%)reportinguseofAgilewaysofworking.Only12%ofB2Cteams,ontheotherhand,saythey’reAgile.AslightlyhighernumberofteamsthatrepresentablendofB2BandB2CareusingAgileat20%.

51%Agile

WeuseatleastsomepartsofanAgile

marketingapproachtomanageourwork,

suchasdailystandups,abacklog,Sprints,

kanbanboard,etc.Wehaveplans,but

they’reflexibleandchangeoften.

36%Traditional

Weplanourworkinadvanceusingalotof

detailandtrytostickascloselyaspossible

tothatplan.

13%Adhoc

Wedon’tmakelong-termplans.Wework

onwhatseemsrightfromdaytodayand

don’thaveawell-definedprocessfor

managingincomingwork.

n=580

Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

WithinwhatspecificactivitiesinmarketingisAgilebeingused?(Top10)

Creativeservices,contentcreation,andoperations

77%

DemandandABM

76%

Website

72%

Socialmedia

66%

Portfolioandproductmarketing

62%

Channelmarketing

56%

Advertising

54%

Customerengagement

54%

Events

52%

Brandmanagement

44%

0%

20%

40%

60%

80%

n=298

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS F

6|WHICHMARKETINGTEAMSAREEMBRACINGAGILITY

HowimportantisAgiletoyourcompany?

Agileisoneofthemostimportant

21%

initiativesacrossthecompany

Agileismajorinitiativeacrossthecompany,

26%

butnotthemostimportant

Agileisaprioritywithinoneormorefunctionalareas

42%

(e.g.,IT,productdevelopment,marketing)

Agileisnot

8%

apriority

Idon’t

3%

know

0%

10%

20%

30%

40%

50%

Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

WhichotherfunctionsinyourorganizationareusinganAgilemethodology?

60%

53%

40% 44%

Marketing,withitsroleasthe

conduitbetweenthecustomerandthebusiness,isanidealAgileentrypoint.With10%ofAgilemarketersindicatingthatnootherdepartmentsareAgileyet,wecanexpecttoseemorebusinessagilitytransformationsthatbeginhere.

20%

18%

13%

10%

10%

10%

0%

Product

IT

Sales

Idon’t

Finance

Human

Noother

development/

know

resources

department

management

n=298 Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS F

7|WHICHMARKETINGTEAMSAREEMBRACINGAGILITY

DoesyourmarketingdepartmentplantoimplementAgilemarketing?

47%Yes

17%No

35%Idon’tknow

n=282 Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

WhendoesyourmarketingdepartmentplantoimplementAgilemarketing?

60%

59%

40%

34%

20%

5%

3%

0%

Withinthe

Withinthe

2to4years

Idon’t

next6months

nextyear

fromnow

know

Youhaveto”love”howmanymarketersdon’tknowifAgileisinthecardsattheirorganization.Wesuspectmanyofthemwillencounteratransformationtheyweren’texpectingintheverynearfuture,as93%ofrespondents

whoareplanningtoimplement

Agilewouldliketodosowithinthe

comingyear.

n=298

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS

F

8|WHYANDHOWMARKETERSAREGOINGAGILE

HowhastheCOVID-19pandemicimpactedyourplansforAgilemarketingadoption?

17%Ithasgreatlyacceleratedourplans

21%Ithasslightlyacceleratedourplans

14%Ithasslightlydelayedourplans

3%Ithasgreatlydelayedourplans

45%Noimpact

n=282 Source:StateofAgileMarketing2021|AgileSherpasandForrester

Thisdatareflectswhatwe’vewitnessedfirsthandwithclients

atAgileSherpas.Many

marketerswho’ve

longbeeneyeing

agilityhavejumped

ontheunprecedented

volatilityof2020

astheircatalyst

forchange.The

17%whoreport

delayingadoption

duetoCOVID-19are,

unfortunately,likely

tofallevenfurther

behindastheir

colleaguesaccelerate

theiruseofAgileinthe

immediatefuture.

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

WhatwerethemostimportantreasonsforadoptingAgilewithinyourmarketingdepartment?

Enhancetheabilitytomanagechangingpriorities

65%

Improveproductivity

58%

Acceleratedeliveryofcampaigns/programs/tactics

56%

Improvethequalityofcampaigns/

44%

programs/tactics

Improvealignmentwithother

44%

teams/businessobjectives

0%

20%

40%

60%

80%

n=298

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS

F

9|WHYANDHOWMARKETERSAREGOINGAGILE

WhichofthefollowinghavebeenthemostvaluableduringyouradoptionofAgilemarketing?

Asremoteworkexplodedin2020,marketerswerefarmorelikelytocitetheimportanceofprojectmanagementtoolsthisyear(55%in2020,comparedto

39%in2019).Ofcourse,usingatool,nomatterhowawesome,doesn’tmakeyouinstantlyAgile.Trueadoptioncomesfromchangingmindsetsandpracticesaswellasusingtherighttools.

ImplementinganAgileprojectmanagementtool

55%

Consistentpracticesandprocessesacrossteams43%

Executivesponsorship

32%

30%

Onlineand/orin-persontraining

ExternalAgilecoaches

23%

ortrainers

Articlesorbooks

20%

aboutAgilemarketing

Conferences

13%

&webinars

0%

20%

40%

60%

n=298

Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

WhateducationalstepsarebeingtakeninyourorganizationtosupporttherolloutofAgilemarketing?

Agilemarketing-specificcourses(inpersonoronline)

43%

“Trainthetrainer”programsforinternalAgileleadersandcoaches

40%

OtherAgilecourses(e.g.,certified

23%

scrummasterorproductowner)

21%

Long-termcoachingforAgileteams

0%

10%

20%

30%

40%

50%

n=298

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS

F

10|BENEFITSANDBATTLESOFAGILEMARKETERS

HowimportanthaveyourAgilewaysofworkingbeeninrespondingtotheuncertain,volatileclimateof2020?

44%Extremelyimportant

40%Somewhatimportant

9%Minimallyimportant

6%Neutral/nodifference

1%Notimportantatall

n=298 Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Howsatisfiedareyouwiththewayyourmarketingdepartmentcurrentlymanagesitswork?

Agilemarketersare

themostlikelytolabel

themselvesassatisfiedwiththeirworkat67%.Traditionalmarketersarealmostassatisfied:63%ofthemsaytheir

waysofworkingaresatisfactory.OurpoorAdhocmarketers,however,reportsatisfactiononethirdasoftenasAgilemarketersatjust21%.

VerysatisfiedSatisfiedNeutralDissatisfiedVerydissatisfied

Agile

14%

53%

27%

5%

1%

Traditional

21%

42%

24%

10%

3%

Adhoc

3%

18%

41%

34%

4%

0%

25%

50%

75%

100%

n=580

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS F

11|BENEFITSANDBATTLESOFAGILEMARKETERS

Howdomarketersfeelabouttheirwork?

IhaveaclearplanforwhatIneedtogetdoneeachday

StronglyagreeSomewhatagreeNeitheragreenordisagreeSomewhatdisagreeStronglydisagree

Agile

35%

53%

7%

4%

1%

Traditional

37%

47%

9%

5%

2%

Adhoc

19%

53%

10%

15%

3%

0%

25%

50%

75%

100%

n=580

Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Howdomarketersfeelabouttheirwork?

Toomuchofmyteamisspentcommunicatingwithothersaboutmarketingprojects.

StronglyagreeSomewhatagreeNeitheragreenordisagreeSomewhatdisagreeStronglydisagree

Agile

15%

38%

24%

17%

6%

Traditional

23%

36%

20%

15%

6%

3%

Adhoc

15%

47%

14%

22%

0%

25%

50%

75%

100%

n=580

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS

F

12|BENEFITSANDBATTLESOFAGILEMARKETERS

Howdomarketersfeelabouttheirwork?

Ourworkstylecausesteamfriction.

Stronglyagree

Somewhatagree

Neitheragreenordisagree

Somewhatdisagree

Stronglydisagree

Agile

8%

22%

20%

30%

20%

Traditional

16%

21%

25%

21%

18%

Adhoc

11%

34%

23%

15%

16%

0%

25%

50%

75%

100%

n=580

Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Howdomarketersfeelabouttheirwork?

Mymarketingdepartmentcanhandlefast-paceddigitalmarketingwork.

Stronglyagree

Somewhatagree

Neitheragreenordisagree

Somewhatdisagree

Stronglydisagree

Agile

35%

41%

12%

10%

2%

Traditional

20%

43%

16%

14%

7%

Adhoc

15%

21%

16%

40%

8%

0%

25%

50%

75%

100%

n=580

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS F

13|BENEFITSANDBATTLESOFAGILEMARKETERS

Howdomarketersfeelabouttheirwork?

Ourmarketingdepartment’sstrategyisalignedwithourorganization’svision.

Stronglyagree

Somewhatagree

Neitheragreenordisagree

Somewhatdisagree

Stronglydisagree

Agile

52%

35%

8%

4%

Traditional

44%

35%

11%

7%

2%

Adhoc

15%

45%

16%

21%

3%

0%

25%

50%

75%

100%

n=580

Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Howdomarketersfeelabouttheirwork?

Iamconfidentourmarketingdepartmentcantakeadvantageofemergingopportunities.

Stronglyagree

Somewhatagree

Neitheragreenordisagree

SomewhatdisagreeStronglydisagree

Agile

38%

44%

12%

6%

1%

Traditional

35%

37%

14%

9%

4%

Adhoc

12%

32%

21%

30%

5%

0%

25%

50%

75%

100%

n=580

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS F

14|BENEFITSANDBATTLESOFAGILEMARKETERS

WhatarethebiggestbarrierspreventingyourmarketingdepartmentfromfullyimplementinganAgileapproach?

LackoftrainingorknowledgeaboutAgileapproaches

43%

Ourcurrentprocessisworkingwellenough

29%

WelacktherighttalenttotransformtheteamtoAgile

29%

Lackofsupportfrommanagementorexecutives

2

4%

Wedon’thavetherighttoolstosupportan

23%

Agileapproach

21%

Wedon’thavetimetotrysomethingnew

0%

10%

20%

30%

40%

50%

n=282

Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

Whatchallenges,ifany,havebeenexperiencedasaresultofusingAgile?(Top5)

Thatpesky“unplannedwork”isthebiggestflyinourAgileointment.

Cominginataclosesecondarenon-Agileteams.Therealityisthatunplannedworkisn’tgoingaway,andmarketersneedtocreate(hybrid)frameworksdesignedtodealwiththisunavoidablechallenge.

Difficultiesmanagingunplannedwork

44%

Peoplerevertingtoold(non-agile)approaches

36%

Challengeswithagileteamsinteracting

31%

withnon-agileteams

Planschangingtoooften

28%

Difficultiesinestimatingteam

27%

capacityandvelocity

0%

10%

20%

30%

40%

50%

n=298

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS F

15|BENEFITSANDBATTLESOFAGILEMARKETERS

WhatarethebenefitstoyourmarketingdepartmentofusingAgile?(Top5)

Abilitytochangedirectionquicklyandeffectivelybasedonfeedback

38%

Moreeffectiveprioritizationofwork

36%

Betteralignmentonbusinessobjectives

30%

Bettervisibilityintoprojectstatus

26%

Optimizeuseofresources

24%

0%

10%

20%

30%

40%

n=298

Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

HowareyoumeasuringtheresultsofadoptingAgilemarketing?

Thisisourfirstyear

investigatingAgile

marketingmeasurement,andit’sexcitingtoseemostmarketerslookingatbothefficiencyandeffectiveness.Weshouldbechangingourwaysofworkingtodomoreworkthatmakesabiggerimpact,solookingatboth

sidesofthecoiniscrucialfor

continuousimprovement.

Effectiveness(e.g.,increasedengagement,greater

53%

pipeline/revenuecontribution,etc.)

Efficiency(e.g.,fastercycletime,greater

50%

outputpercycle,etc.)

Managementvalue(e.g.,abilitytomeetgoals,

44%

data-drivendecisionmaking,etc.)

Teamvalue(e.g.,knowledgeandapplication

36%

ofAgileconcepts,improvedcapacity,etc.)

Stakeholdervalue(e.g.,increased

customersatisfaction,increased 29%

resourceutilization,etc.)

Wedonot

measureAgile 14%

marketingresults

0%

20%

40%

60%

n=298

Source:StateofAgileMarketing2021|AgileSherpasandForrester

AgileS F

16|REALTALKABOUTHOWAGILEMARKETINGWORKS

Howlonghasyourmarketingdepartmentbeenpracticingagile?

Currentlyinpilot/

7%

trialstage

Lessthan1year

18%

1-2years

29%

3-5years

28%

5+years

14%

4%

Don’tknow

0%

10%

20%

30%

n=298

Source:StateofAgileMarketing2021|AgileSherpasandForrester

//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

WhichAgilemethodologydoesyourmarketingdepartmentfollowmostclosely?

Hybridframeworkscontinuetobethepreferenceofmarketers,withanincreaseof6percentagepointsthisyear.KanbanandScrum,however,bothsawjumps

inadoptionas