5 Years of the
State of Agile Marketing

Report

In the past five years, AgileSherpas has surveyed thousands of marketers to keep our finger on the pulse of marketing agility. This year, we're celebrating the publication of our fifth annual State of Agile Marketing report.

Below, track Agile marketing's evolution by getting access to the 2018, 2019, 2020 and 2021 editions of the report and get the latest findings in the anniversary 2022 edition -- now available!

Get State of Agile Marketing 2022

Half a decade
of data...

The State of Agile Marketing Report has become the global benchmark for Agile's role in modern marketing processes. We're delighted to share an overview from half a decade of data collection and bring you new stats from this year about what, why, and how marketers are using Agile frameworks. Here's a sneak peek...

When-Agile implementation-2

91% of non-Agile marketing departments plan to implement Agile within the year

In 2022, most marketers clearly feel the need for process agility. Among all surveyed who hadn't taken the first step toward using Agile, 48% intend to do so within the next 6 months. Another 43% planned to implement Agile marketing within the next 12 months.

Barriers to adopt Agile-4

40% of marketers cite lack of training as the biggest barrier to adopting Agile

For the 5th consecutive year, a lack of training or knowledge about Agile approaches remains the biggest barrier preventing marketers from implementing Agile.

In 2022, 40% cite this as their biggest struggle, while 19% confirm that it is a barrier for them.

Spot the Trends
Year-Over-Year

2022 opened up new avenues of inquiry as marketers mature in their adoption, but it took us five long years to get here! From barely 1/3 of marketers using Agile, to the rise of hybrid frameworks, to the continued struggles with education -- the path has been a long and winding one.

Check out these key findings from the previous four reports:

Watch: 5th Annual State of Agile Marketing Webinar

Watch the recording

Get a guided tour through the 5th Annual State of Agile Marketing report. Watch the on-demand recording of the Big Reveal webinar hosted by marketing experts Andrea Fryrear of AgileSherpas, Melissa Pickering of Adobe Workfront, and David Romney from IBM.

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
1st Annual State of Agile Marketing Report
2nd Annual State of Agile Marketing Report
3rd Annual State of Agile Marketing Report
4th Annual State of Agile Marketing Report

We Get By With Help
From Our Friends

Since 2018, AgileSherpas has been releasing the first (and only) definitive report on agility in the marketing function. The five-year anniversary edition was produced in partnership with Adobe Workfront and features the input of 513 marketers. Thanks to these respondents (and the thousands from previous years), we can improve our understanding of Agile ways of working, what helped marketers in their adoption, and how they're putting Agile into practice. 

Thank you to our previous report partners: Upland Kapost, CoSchedule, Aprimo, and Forrester. 

Download the 5th State of Agile Marketing Report. Explore the state of Agile marketing in 2022