--- title: 7th Annual State of Agile Marketing Report | AgileSherpas description: In 2024, we surveyed 381 professionals working in marketing from four different continents. Learn how Agile is helping them work more effectively today. image: https://www.agilesherpas.com/hubfs/SOAM%202024%20LP%20Cover.png --- [![AgileSherpas Color Logo](https://www.agilesherpas.com/hubfs/AgileSherpas%20Site%20Assets/Logos/agilesherpas-logo-color.svg) ](https://www.agilesherpas.com/) [![Contact Us](https://no-cache.hubspot.com/cta/default/7291028/982234b6-05cf-4b32-8e2d-54f502df6b44.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/982234b6-05cf-4b32-8e2d-54f502df6b44) [Transform the Marketing Organization](https://www.agilesherpas.com/your-path/transform-the-marketing-organization) [Develop an Agile Marketing Team](https://www.agilesherpas.com/develop-an-agile-marketing-team) [Educate Individual Agile Marketers](https://www.agilesherpas.com/educate-marketing-individuals) [Charles River Laboratories](https://www.agilesherpas.com/charles-river-labs-agile-marketing-success) [M&T Bank](https://www.agilesherpas.com/mtb-agile-marketing-success) [Quadient](https://www.agilesherpas.com/quadient-agile-marketing-success) [Daiichi Sankyo](https://www.agilesherpas.com/daiichi-sankyo-agile-success) [Agile Resources](https://www.agilesherpas.com/resources) [Agile Courses](https://theropes.agilesherpas.com/) [About AgileSherpas](https://www.agilesherpas.com/about) [Why Agile Marketing?](https://www.agilesherpas.com/about/agile-marketing) [Become a Sherpa](https://www.agilesherpas.com/become-a-sherpa) ### [Transform the Marketing Organization Enterprise-grade solutions and support to achieve the balance of speed, quality, and strategy that Agile marketing offers. Learn More](https://www.agilesherpas.com/your-path/transform-the-marketing-organization) ### [Develop an Agile Marketing Team Achieve team-wide efficiency AND effectiveness with Agile marketing. All built by marketers, for marketers. Learn More](https://www.agilesherpas.com/develop-an-agile-marketing-team) ### [Educate Individual Agile Marketers ICAgile-accredited training, both online and off (post-COVID, of course). Less waste. Fewer reviews. More work that matters. Learn More](https://www.agilesherpas.com/educate-marketing-individuals) ### [Charles River Laboratories In conversation with Darci Helbling, Executive Director, Global Marketing Operations, discussing her department's Agile journey, how this way of working is helping them solve their process challenges and how the pandemic has influenced their marketing operations. Learn More](https://www.agilesherpas.com/charles-river-labs-agile-marketing-success) ### [M&T Bank In conversation with Zach Meixner, Senior Digital Program Manager, discussing M&T marketing before Agile, the challenges of adoption, his team's favorite Agile techniques so far and success metrics they're measuring. Learn More](https://www.agilesherpas.com/mtb-agile-marketing-success) ### [Quadient In conversation with Jayati Shah-Thiel, Sr. Content Program Manager, ICA at Quadient. Learn More](https://www.agilesherpas.com/quadient-agile-marketing-success) ### [Daiichi Sankyo In conversation with Nikolaus Mersits - Agile Coach Daiichi Sankyo Europe, Reynoud Foppen - Agile Coach Daiichi Sankyo Germany, and Pedro Arce de la Fuente - Agile Coach Daiichi Sankyo Spain. Learn More](https://www.agilesherpas.com/daiichi-sankyo-agile-success) ### [Agile Resources Explore in-depth Agile transformation guides, checklists, reports, and other resources to use along your journey to true agility. 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Learn More](https://www.agilesherpas.com/become-a-sherpa) # 7th Annual State of Agile Marketing Report For seven years, we’ve interviewed thousands of marketers to keep track of the latest developments related to Agile adoption and its value to them. In 2024, we surveyed 381 professionals working in marketing from four different continents. Get the report to learn how Agile is helping marketing organizations achieve better results, see the latest adoption trends, and so much more. [![Get State of Agile Marketing 2026](https://no-cache.hubspot.com/cta/default/7291028/000deb5e-2422-4e8e-8787-a263b5f647c5.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/000deb5e-2422-4e8e-8787-a263b5f647c5) ![SOAM 2024 Cover - Large](https://www.agilesherpas.com/hubfs/SOAM%202024%20Cover%20-%20Large.png) ## A Thank You to Our Friends [![SOAM 2024 Sponsors2.0](https://www.agilesherpas.com/hubfs/SOAM%202024%20Sponsors2.0.svg)](https://agilemarketingalliance.com/) Over the years, we’ve had the honor of being supported by some amazing organizations in our effort to keep track of the Agile evolution within marketing.  The 7th Annual State of Agile Marketing Report was **produced in partnership with the [Agile Marketing Alliance](https://agilemarketingalliance.com/)** and **[Tenon](https://www.tenonhq.com/)**. We thank them for helping us shed light on the latest Agile developments in the world of marketing.   ![SOAM 2024 Resource LP 1-1](https://www.agilesherpas.com/hubfs/SOAM%202024%20Resource%20LP%201-1.svg) ### 83% of marketers have a positive experience with Agile Agile Marketing is considered to be flexible, efficient, and fast. Only 2% of the surveyed Agile marketers report a negative experience. ![SOAM 2024 Resource LP 2](https://www.agilesherpas.com/hubfs/SOAM%202024%20Resource%20LP%202.svg) ### 86% of all marketing organizations plan to transition some/all of their marketing teams to Agile. Marketing teams actively support and plan to expand their use of Agile. An astonishing 94% of all surveyed marketers who've tried Agile ways of working reported that they are getting the necessary organizational support for their team's efforts in that direction during the past 12 months. ![SOAM 2024 Resource LP 3-1](https://www.agilesherpas.com/hubfs/SOAM%202024%20Resource%20LP%203-1.svg) ### 98% of marketers rate their Agile marketing implementation as successful The single biggest impediment to fully implementing Agile in 2024 is a lack of training. Out of all surveyed marketers on the road to marketing agility 74% report that Agile coaching is valuable while only 27% actually receive ongoing coaching. ## Spot the Trends Year-Over-Year This year, the data continues to speak for itself, revealing that marketing departments who shift all their teams to Agile ways of working far outperform their peers who keep agility isolated.  Driven by the competitive business landscape, volatile economic climate, and stagnant or shrinking marketing budgets, marketers are continuously maturing in their adoption of Agile, which we've been observing for 7 consecutive years. **Check out our key findings from the previous six reports below.** ## Key Findings from Previous Reports ## Key Findings in 2018: - 37% of marketing teams were using an Agile process - 61% of traditional marketers reported plans to go Agile within 12 months - 37% of marketers pointed out lack of training or knowledge about Agile approaches as their biggest adoption barrier [![Explore the State of Agile Marketing in 2018](https://no-cache.hubspot.com/cta/default/7291028/ba0d5818-6a41-46fe-a9d2-48559979faf6.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/ba0d5818-6a41-46fe-a9d2-48559979faf6) ## Key Findings in 2019: - 32% of marketing teams were considering themselves Agile - 50% of traditional marketers were planning to adopt Agile within a year - 31% of marketers were citing lack of education as the top barrier to adopting Agile [![Explore the State of Agile Marketing in 2019](https://no-cache.hubspot.com/cta/default/7291028/bbba610f-79f5-408c-95ea-17275d3eac28.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/bbba610f-79f5-408c-95ea-17275d3eac28) ## Key Findings in 2020: - 42% of all marketers were working in an Agile environment - 42% of traditional marketers were intending to adopt Agile within a year - 44% of marketers pointed out lack of training or knowledge about Agile approaches as their biggest adoption barrier [![Explore the State of Agile Marketing in 2020](https://no-cache.hubspot.com/cta/default/7291028/1aec35d7-98fa-410f-8807-a86883966f8a.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/1aec35d7-98fa-410f-8807-a86883966f8a) ## Key Findings in 2021: - 51% of all surveyed marketers were using Agile - 93% of marketing teams were planning to adopt Agile within the next 12 months - 43% of all surveyed marketers were citing lack of training or knowledge about Agile approaches as their biggest adoption barrier [![Explore the State of Agile Marketing in 2021](https://no-cache.hubspot.com/cta/default/7291028/a16d77a0-ac2c-45ab-8128-6f967b155e78.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/a16d77a0-ac2c-45ab-8128-6f967b155e78) ## Key Findings in 2022: - 91% of non-Agile marketing departments planned to implement Agile within the year - 40% of marketers cited lack of training as the biggest barrier to adopting Agile - 63% of Agile marketers were able to better manage changing priorities [![Explore the State of Agile Marketing in 2022](https://no-cache.hubspot.com/cta/default/7291028/2e814092-67a5-4a67-a69c-4e5f191dca8c.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/2e814092-67a5-4a67-a69c-4e5f191dca8c) ## Key Findings in 2023: - 51% of traditional marketers were more likely to adopt Agile because of the current economic climate - 76% of Agile marketers were able to prioritize work more effectively - 80% of Agile marketers found Agile certification courses valuable [![Explore the State of Agile Marketing in 2023](https://no-cache.hubspot.com/cta/default/7291028/31531ca8-a648-4c93-b675-e0246f79d3c5.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/31531ca8-a648-4c93-b675-e0246f79d3c5) 1st Annual State of Agile Marketing Report ## Key Findings in 2018: - 37% of marketing teams were using an Agile process - 61% of traditional marketers reported plans to go Agile within 12 months - 37% of marketers pointed out lack of training or knowledge about Agile approaches as their biggest adoption barrier [![Explore the State of Agile Marketing in 2018](https://no-cache.hubspot.com/cta/default/7291028/ba0d5818-6a41-46fe-a9d2-48559979faf6.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/ba0d5818-6a41-46fe-a9d2-48559979faf6) 2nd Annual State of Agile Marketing Report ## Key Findings in 2019: - 32% of marketing teams were considering themselves Agile - 50% of traditional marketers were planning to adopt Agile within a year - 31% of marketers were citing lack of education as the top barrier to adopting Agile [![Explore the State of Agile Marketing in 2019](https://no-cache.hubspot.com/cta/default/7291028/bbba610f-79f5-408c-95ea-17275d3eac28.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/bbba610f-79f5-408c-95ea-17275d3eac28) 3rd Annual State of Agile Marketing Report ## Key Findings in 2020: - 42% of all marketers were working in an Agile environment - 42% of traditional marketers were intending to adopt Agile within a year - 44% of marketers pointed out lack of training or knowledge about Agile approaches as their biggest adoption barrier [![Explore the State of Agile Marketing in 2020](https://no-cache.hubspot.com/cta/default/7291028/1aec35d7-98fa-410f-8807-a86883966f8a.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/1aec35d7-98fa-410f-8807-a86883966f8a) 4th Annual State of Agile Marketing Report ## Key Findings in 2021: - 51% of all surveyed marketers were using Agile - 93% of marketing teams were planning to adopt Agile within the next 12 months - 43% of all surveyed marketers were citing lack of training or knowledge about Agile approaches as their biggest adoption barrier [![Explore the State of Agile Marketing in 2021](https://no-cache.hubspot.com/cta/default/7291028/a16d77a0-ac2c-45ab-8128-6f967b155e78.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/a16d77a0-ac2c-45ab-8128-6f967b155e78) 5th Annual State of Agile Marketing Report ## Key Findings in 2022: - 91% of non-Agile marketing departments planned to implement Agile within the year - 40% of marketers cited lack of training as the biggest barrier to adopting Agile - 63% of Agile marketers were able to better manage changing priorities [![Explore the State of Agile Marketing in 2022](https://no-cache.hubspot.com/cta/default/7291028/2e814092-67a5-4a67-a69c-4e5f191dca8c.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/2e814092-67a5-4a67-a69c-4e5f191dca8c) 6th Annual State of Agile Marketing Report ## Key Findings in 2023: - 51% of traditional marketers were more likely to adopt Agile because of the current economic climate - 76% of Agile marketers were able to prioritize work more effectively - 80% of Agile marketers found Agile certification courses valuable [![Explore the State of Agile Marketing in 2023](https://no-cache.hubspot.com/cta/default/7291028/31531ca8-a648-4c93-b675-e0246f79d3c5.png)](https://cta-redirect.hubspot.com/cta/redirect/7291028/31531ca8-a648-4c93-b675-e0246f79d3c5) ![AgileSherpas Color Logo](https://www.agilesherpas.com/hubfs/AgileSherpas%20Site%20Assets/Logos/agilesherpas-logo-color.svg) - Find us Online - [**](https://twitter.com/agilesherpas) [**](https://www.linkedin.com/company/agilesherpasllc/)[**](https://www.youtube.com/@agilesherpas)[**](https://www.facebook.com/AgileSherpas/) [![Inc. 5000 Logo](https://www.agilesherpas.com/hubfs/inc-5000-logo.png)](https://www.agilesherpas.com/blog/agilesherpas-on-inc-5000) ### Improve Your Marketing Ops Every Week Get the Off the Trail newsletter and early blog access as a subscriber ©2026 AgileSherpas [Terms & Conditions](https://www.agilesherpas.com/en/terms-and-conditions) | [Privacy Policy](https://www.agilesherpas.com/en/privacy-policy) | [Cookie Policy](https://www.agilesherpas.com/en/cookie-policy)