9 Years of the
State of Agile Marketing

Report

Every year AgileSherpas connects with thousands of marketers to keep our finger on the pulse of marketing agility. This year, we surveyed 430 marketers across the globe, 64% of whom in leadership roles to understand how agility is helping them thrive in a disruptive, AI-driven landscape.

We've condensed the critical insights into the 2026 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, 2023, 2024 and 2025 editions of the report, along with the latest findings from the 2026 edition. 

Get State of Agile Marketing 2026
9th Annual State of Agile Marketing Report Cover

More than half a dozen years
of data...

This year, we surveyed 430 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 Microsite AI Adoption 2026

Agile teams are 3x more likely to be successful with AI

In 2026, AI is transforming how marketers operate with every passing week. This year's report clearly shows us that those who embraced Agile ways of working are in the best position to be successful. 

Experience with Agile Marketing 2026 SOAM Microsite

95% of marketers have a positive experience with Agile

In 2026, a year characterized by AI disruption of the marketing landscape, Agile is considered to be flexible, efficient, and fast. Per the report: 95% of marketers applying Agile ways of working have a very positive experience. The other 5% of the surveyed Agile marketers report a neutral experience. 

Productivity and Stress SOAM Microsite 2026

87% of Agile marketers reported higher productivity because of Agile, while 77% communicated lower stress levels

 The vast majority of Agile marketers surveyed this year said that Agile ways of working improved their productivity. As much as we love productivity, if it comes with stress and burnout, it's usually not worth it.

With Agile, though, higher productivity and reduced stress show up together — and that’s a winning combination if we’ve ever seen one.

 

Spot the Trends
Year-Over-Year

2026 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 seven 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

Key Findings in 2024:

  • 83% of marketers had a positive experience with Agile
  • 86% of all marketing organizations planned to transition some/all of their marketing teams to Agile.
  • 98% of marketers rated their Agile marketing implementation as successful
Explore the State of Agile Marketing in 2024

Key Findings in 2025:

  • 96% of marketers had a positive experience with Agile
  • 66% of Agile marketers reported lower stress levels
  • Fully Agile teams were 3x more likely to be successful with AI
Explore the State of Agile Marketing in 2025
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8th Annual State of Agile Marketing Report

8th Annual State of Agile Marketing Webinar

Watch the recording

Short on time? Get the recording of the webinar reveal of the 8th Annual State of Agile Marketing Report.

Explore how agility fuels successful AI implementation in marketing with our expert panel.

Get a walkthrough of the key findings of the 8th Annual State of Agile Marketing Report including:

  • The top priorities for marketing organizations in 2025
  • Why fully Agile organizations are leading the way on AI
  • How organizations that embraced full marketing agility are 3x more likely to be extremely successful in 2025

 

With Gratitude to Our Valued Partners

Since 2018, AgileSherpas has released the first and only definitive report on marketing agility. The Eight Annual State of Agile Marketing Report was produced between December 2024 and February 2025. 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: Agile Marketing Alliance, Tenon, Upland Kapost, CoSchedule, Aprimo, Forrester, Adobe Workfront, and IBMiX.