The vast majority of B2B marketers (91%) recognize the importance of increasing marketing agility, but most have only recently begun to take action or are still in the planning stage. The good news is that a majority of those that have already started down the road to agile are seeing results, especially in areas such as campaign development and execution, digital and social marketing, and content marketing. ITSMA’s study, Accelerating the Move to Agile Marketing, documents the progress companies are making in agile, the specific approaches they are taking, the benefits they are seeing, and the keys to organizational success. The study also includes case study examples from companies including Capgemini, Optum, PwC, Dell, Avanade, EMC, and Black & Veatch. The study utilizes a broad definition of Marketing Agility—“Improving the speed, predictability, transparency, and adaptability to change of the marketing function”—and highlights homegrown approaches along with methodologies borrowed from agile software development. In fact, companies following homegrown approaches can be just as effective as those employing scrum or lean, according to the study. Most important, the study highlights five organizational behaviors that correlate most with impact from agile marketing initiatives: Collaboration, Experimentation, Digital first, Free flow of information, and Continuous measurement. Based on survey data as well as in-depth interviews from a range of large B2B technology and services firms, the study provides detailed data on: The importance of marketing agility The current state of marketing agility The approaches taken to increase agility Corporate and marketing leadership to drive agility Key contributors to agility The metrics and benefits of increased agility The study includes both aggregate data for all respondents and comparative data between Agile Marketing Leaders and Followers. Study Methodology Web-based Survey Survey invitations were emailed during April–May 2016 to ITSMA member and select non-member companies 149 primarily marketers at B2B technology and business services companies completed the survey Qualitative Interviews: Amdocs, Avanade, Black & Veatch, Booz Allen Hamilton, Capgemini, Cisco Systems, Dell, Genpact, HCL, IBM, Neudesic, Optum, Rimini Street, SITA, and Vodafone.

1. ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 1
Accelerating the Move
to Agile Marketing
ITSMA Agility Survey | Abbreviated Summary | May 2016
Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA
This abbreviated summary highlights some of the most significant findings of ITSMA’s Accelerating the Move to Agile Marketing.
A more in-depth analysis can be found in the full report http://www.itsma.com/research/accelerating-move-agile-marketing/
Abbreviated Summary

2. ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 2
recognize the
importance
of marketing agility
91% 23%have already
taken steps
to make their
marketing
organizations
more agile
The vast majority of B2B marketers (91%) recognize the
importance of increasing marketing agility, but most have only
recently begun to take action or are still in the planning stage.
40%are
currently
redesigning
marketing processes
and organizations
to improve agility
Source: ITSMA Agility Survey, April 2016 (N=149)
20%are
planning
to take action

3. ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 3
The good news is that a majority of those that have already
started down the road to agile are seeing results, especially
in areas such as campaign development and execution,
digital and social marketing, and content marketing.
These are the Agile Marketing Leaders:
Source: ITSMA Agility Survey, April 2016 (N=70)
of marketers that have
already started down the
road to agile are seeing
results
58%

4. ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 4
ITSMA’s new study, Accelerating the Move to Agile Marketing, documents
the approaches taken
to increase agility
and the five organizational
behaviors that correlate most
with impact from agile
marketing initiatives:
the equal effectiveness of following either a homegrown approach
or software development-inspired approach to marketing agility
There are two roads that lead to agile marketing
% of Respondents (N=122)
Source: ITSMAAgility Survey, April 2016
Adopting new
methodologies borrowed
from the software
development and/or
manufacturing world
Taking
another
approach 6634
48
42
32
30
29
29
14
12
6
Scrum, although popular, is not the only way
to achieve marketing agility
Which
approaches
have you taken
to increase
marketing
agility?
% of
Respondents
(N=122)
Note: Multiple
responses allowed.
Source: ITSMAAgility
Survey, April 2016
Marketing organization
restructuring
Own homegrown
approach
Scrum
Flexible staffing and/or
outsourcing
Lean
Design thinking
Six Sigma
Kanban
No particular approach
Marketers following homegrown approaches can be just as effective as those employing scrum or lean
Note: Multiple responses allowed.
Source: ITSMAAgility Survey, April 2016
Which
approaches
have you
taken to
increase
marketing
agility?
% of
Respondents
45
50
30
35 33
28
23
18
3
49
38
33
28 27 29
10 10 7
Marketing
organization
restructuring
Own
homegrown
approach
Scrum Flexible
staffing
and/or
outsourcing
Lean Design
thinking
Six Sigma Kanban No particular
approach
Agile Marketing Leaders
(N=40)
Agile Followers
(N=82)
1
2
3
4
5
Collaboration
Experimentation
Digital 1st
Free flow of information
Continuous measurement

5. ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 5
The study also provides case studies examples
and lessons learned from:
Source: ITSMA Agility Survey, April 2016

6. ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 6
Methodology
Source: ITSMA Agility Survey, April 2016
Web-Based Survey
Survey invitations were emailed during
April-May 2016 to ITSMA member and select
non-member companies
149
Primarily marketers at B2B technology
and business services companies completed
the survey
15 Qualitative Interviews
● Amdocs
● Avanade
● Black & Veatch
● Booz Allen Hamilton
● Capgemini
● Cisco Systems
● Dell
● Genpact
Methodologyand Respondent Demographics
● HCL
● IBM
● Neudesic
● Optum
● Rimini Street
● SITA
● Vodafone
Description of an Agile Marketing
Organization
For the purposes of this survey, we are defining Marketing Agility as:
Improving the speed, predictability, transparency, and
adaptability to change of the marketing function.
Agile marketers value:
● Responding to change over following a plan
● Rapid iterations over Big-Bang campaigns
● Testing and data over opinions and conventions
● Numerous small experiments over a few large bets
● Individuals and interactions over target markets
● Collaboration over silos and hierarchy
Source: http://www.agilemarketing.net/what-is-agile-marketing/

7. ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 7
Respondent Demographics
Job Title or Level
Job Role
Company
Organization
C-level
7%
VP/Senior VP
17%
Director
38%
Manager
22%
Individual
contributor
16%
Marketing
88%
Corporate
executive team
(CEO, President,
COO, CFO) 5%
Sales 3%
Other 5%
Primarily B2B
93%
Both B2B
and B2C
5%
Primarily
B2C
2%
Sell both products
and services
46%
Primarily sell services
(10% or less revenue from products)
42%
Primarily sell products
(10% or less revenue
from services)
12%
% of Respondents (N=149)
Source: ITSMA Agility Survey, April 2016
Methodologyand Respondent Demographics
Which of the following best describes your …

8. ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 8
13
5
7
5
26
7
Less
than
$50M
$50M
up to
$99M
$100M
up to
$499M
$500M
up to
$999M
$1B
up to
$4.9B
$5B
up to
$9.9B
Respondent Demographics
In which of the following ranges was your company’s revenue
in 2015?
Which of the following best describes your organization’s industry?
Where are you
physically located?
28
19
15
10
9
6
5
2
7 Other
Architecture/engineering/construction
Management consulting
Outsourcing (technology/business process)
Computer systems and solutions
Telecommunications and network systems/solutions
Accounting and other business services
Software solutions
IT professional services/consultingNorth
America
67%
Europe
22%
Asia/Pacific 9%
Latin America 1%
Africa 1%
Methodologyand Respondent Demographics
% of Respondents (N=149)
Source: ITSMA Agility Survey, April 2016

9. ITSMA Agility Survey | Abbreviated Summary | May 2016 | © 2016 ITSMA. All rights reserved. | www.itsma.com | SV4599A | 9
ContactContactJulie Schwartz
Senior Vice President
Research and Thought Leadership
ITSMA
jschwartz@itsma.com
+1-407‐788‐8220
Want to learn more?
Here’s what
is included in
the full study
http://www.itsma.com/research/accelerating-
move-agile-marketing/
Slide
Executive Summary 3
Methodology and Respondent Demographics 31
Detailed Findings 40
Agility Survey Crosstabs 54