Gartner Research

Agile’s Place in Marketing

Published: 31 August 2016

ID: G00347934

Analyst(s): Marketing Research Team


In this research, we answer the question “Why is Agile Marketing growing in popularity?” Multiple factors contribute to Marketing’s growing interest in Agile methodologies, such as Agile's suitability for the complexity and rapid change rate of the Marketing environment. Additionally, Marketing’s cross-functional partners are implementing Agile.

Table Of Contents

More Detail

Marketing has Become Complex

Change Is Constant

Marketers Often Work with Agile Partners

When Agile Works Best

About This Research

Additional Resources

©2021 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.