HomeResearch Articles Agile Demand Creation Programs: Are you Building a Bridge or Crossing a River?

Agile Demand Creation Programs: Are you Building a Bridge or Crossing a River?

  • Coordinating marketing disciplines to execute multi-touch, multi-tactic programs is complex and often leads to individual deadlines being missed
  • Even when demand marketers are able to deliver programs on schedule, there is often no time to diagnose their impact and learn lessons for the future
  • Agile marketing promises a solution to these problems, but marketers need greater fidelity around what agile marketing is and how best to leverage it
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