Marketing at the Speed of Agile

March 2014
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Marketing at the Speed of Agile

At a glance

Marketing planning and execution is being redefined by the quickening pace of business and the need for executives to respond to larger forces shaping business. Programs that take months to build and budget for can be rendered irrelevant before they even launch. To increase speed and responsiveness, marketing leaders are exploring how techniques used in agile software development can be applied to the marketing function. They’re finding that by keeping pace with market change, they can set the pace among their competitors and seize opportunities to grow.