7 Years of the
State of Agile Marketing

Report

Over seven years, AgileSherpas has surveyed thousands of marketers to keep our finger on the pulse of marketing agility. This year, we surveyed a diverse group of marketers across the globe to understand how they're getting things done. We've condensed the critical insights into the 2024 State of Agile Marketing Report, and you can get your copy for free right here! 

Below, you can also track Agile marketing's evolution by accessing the 2018, 2019, 2020, 2021, 2022, and 2023 editions of the report, along with the latest findings from the 2024 edition. 

Get State of Agile Marketing 2024
SOAM 2024 Cover - Large

More than half a dozen years
of data...

This year, we surveyed 381 professionals working in marketing from four different continents to understand Agile's role in building high-performing marketing processes. We'd like to share an overview built from seven years of data: the what, why, and how marketers are using Agile frameworks. Here's a sneak peek…

SOAM 2024 Resource LP 1-1

83% of marketers have a positive experience with Agile

In 2024, a year already characterized by rapid labor market evolution, Agile marketing is considered to be flexible, efficient, and fast. Per the report: 34% of marketers applying Agile ways of working have a very positive experience. Another 49% reported that they've had a somewhat positive experience with Agile. Only 2% of the surveyed Agile marketers report a negative experience.

SOAM 2024 Resource LP 2

86% of all marketing organizations plan to transition their marketing teams to Agile.

In 2024, 25% of all marketing organizations plan to transition all of their marketing teams to Agile ways of working. Another 61% say they intend to transition some of their teams to Agile. Only 14% have no plans of embracing agility within more teams.

A lack of training or knowledge is consistently a significant barrier preventing marketers from more fully adopting Agile ways of working.

Spot the Trends
Year-Over-Year

2024 opened up new avenues of inquiry as marketers mature in their adoption. This year, we’re grateful to have been able to include data from not just North America, but Latin America, Europe, and Asia too. From barely one third of marketers using Agile seven years ago, to the rise of hybrid frameworks, and the continued struggles with education, the path has been long and winding.

Check out these key findings from the previous five reports:

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

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

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

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

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

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
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Watch: 7th Annual State of Agile Marketing Webinar

Watch the recording

Short on time? Get a brief recap of the 7th Annual State of Agile Marketing Report by watching our webinar. Hosted by Founder and CEO of AgileSherpas, Andrea Fryrear, and Agile marketing experts Melissa Reeve of the Agile Marketing Alliance, and Ben Person of Tenon, this interactive webinar will provide you with key insights on the report.

 

We Get By With Help From Our Friends

Since 2018, AgileSherpas has released the first and only definitive report on marketing agility. The Seventh Annual State of Agile Marketing Report was produced in partnership with our friends and partners at the Agile Marketing Alliance and Tenon. Through interpreting data gathered from respondents across the globe (and the thousands from previous years), we can continue to improve our understanding of Agile ways of working:

  • Where Agile is going
  • How marketers best adopt and adapt Agile
  • How they're putting Agile into practice
Thank you to our previous report partners: Upland Kapost, CoSchedule, Aprimo, Forrester, Adobe Workfront, and IBMiX.

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