Gartner Research

How to Get Started in Agile Marketing

Published: 24 October 2014

ID: G00270475

Analyst(s): Jake Sorofman

Summary

Marketing leaders must use agile and lean startup techniques to launch marketing campaigns in shorter time frames, get in sync with your customers and accelerate social engagement. Our research discusses best practices for adapting these principles to your organization.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Select a Pilot Project That Aligns to an Agile Approach
  • Organize a Team of Change Agents
  • Tailor Agile Principles to Your Maturity
  • Instrument Your Process and Measure Relentlessly
  • Merchandise Success to Drive Executive Support

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.