Accelerating the Move to Agile Marketing

  • Author(s) Julie Schwartz
  • Published June 2, 2016
  • 68 Pages
  • Category Marketing Operations
  • Type Member Research, Benchmarking
  • 68 Pages
  • .PDF Format

The vast majority of B2B marketers (91%) recognize the importance of increasing marketing agility, but most have only recently begun to take action or are still in the planning stage.

The good news is that a majority of those that have already started down the road to agile are seeing results, especially in areas such as campaign development and execution, digital and social marketing, and content marketing.

ITSMA’s study, Accelerating the Move to Agile Marketing, documents the progress companies are making in agile, the specific approaches they are taking, the benefits they are seeing, and the keys to organizational success. The study also includes case study examples from companies including Capgemini, Optum, PwC, Dell, Avanade, EMC, and Black & Veatch.

The study utilizes a broad definition of Marketing Agility—“Improving the speed, predictability, transparency, and adaptability to change of the marketing function”—and highlights homegrown approaches along with methodologies borrowed from agile software development. In fact, companies following homegrown approaches can be just as effective as those employing scrum or lean, according to the study.

Most important, the study highlights five organizational behaviors that correlate most with impact from agile marketing initiatives:

  1. Collaboration
  2. Experimentation
  3. Digital first
  4. Free flow of information
  5. Continuous measurement 

Based on survey data as well as in-depth interviews from a range of large B2B technology and services firms, the study provides detailed data on:

  • The importance of marketing agility
  • The current state of marketing agility
  • The approaches taken to increase agility
  • Corporate and marketing leadership to drive agility
  • Key contributors to agility
  • The metrics and benefits of increased agility

The study includes both aggregate data for all respondents and comparative data between Agile Marketing Leaders and Followers. 

Study Methodology

  • Web-based Survey
    • Survey invitations were emailed during April–May 2016 to ITSMA member and select non-member companies

    • 149 primarily marketers at B2B technology and business services companies completed the survey

  • Qualitative Interviews
    • Amdocs
    • Avanade
    • Black & Veatch
    • Booz Allen Hamilton
    • Capgemini
    • Cisco Systems
    • Dell
    • Genpact
    • HCL
    • IBM
    • Neudesic
    • Optum
    • Rimini Street
    • SITA
    • Vodafone

Participant Offer for Members

This report is available for no additional fee to current ITSMA members that responded to this survey.
Member Participantsrequest a copy of the report (no additional fee). Orders will be processed the next business day.

  • Accenture
  • Adobe
  • Agilent
  • Alaska Communications
  • Amdocs
  • Apps Associates
  • Aternity
  • Atos
  • Avanade
  • Avaya
  • Black & Veatch
  • Booz Allen Hamilton
  • Capgemini
  • CDW
  • Cedexis
  • CGI
  • Cisco Systems
  • CPqD
  • CSC
  • Datavail
  • Dell
  • Deloitte
  • Denali Group
  • Dimension Data
  • EMC
  • EXL
  • EY
  • FIS
  • Fujitsu
  • Genpact
  • Geometric
  • HCL Technologies
  • Hewlett Packard Enterprise
  • IBM
  • Insite Software
  • Intelex
  • Juniper Networks
  • KPIT
  • KPMG
  • Lenovo
  • LexisNexis
  • Microsoft
  • Mphasis
  • Neudesic
  • NewzSocial
  • NIIT Technologies
  • Nokia
  • OpenTech Consulting & Services
  • Optum
  • Oracle
  • Perficient
  • Persistent Systems
  • PM Solutions
  • Pure Storage
  • PwC
  • Qlik
  • Rimini Street
  • SAP
  • SBS Group
  • Schneider Electric
  • SITA
  • Sungard Availability Services
  • Tata Communications Ltd.
  • Tata Technologies
  • Technosoft Corporation
  • Thirdware Solution, Inc.
  • Tech Mahindra
  • Trend Consulting
  • Unisys
  • Verint Systems
  • Verisign
  • VMware
  • Vodafone
  • Xactly
  • Xerox
  • Zilliant
This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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