7 Years of Marketing Agility

Every year AgileSherpas surveys 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!

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7th Annual State of Agile Marketing Report Cover

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.

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 six 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 2018
: 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

Watch: 7th Annual State of Agile Marketing Webinar

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Our Partners

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.

Download the report

Get the latest State of Agile Report to keep up with the latest and greatest in marketing agility. You'll also receive all the previous reports, so you can follow along with the year-over-year trends.