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More marketers consider technology (45%) to be critical to agile marketing success than do process and organization (33%), according to a report from Aprimo and Forbes Insights [download page]. But when it comes to their top agile marketing challenges, the pendulum swings to process and organization, as too much organization bureaucracy (47%) is the leading challenge, with the lack of right technologies (17%) trailing distantly.

Looking at the specific actions that marketers are planning to take in order to increase marketing agility, it’s clear that implementing management tools are paramount.

More than 4 in 10 respondents said they plan to implement marketing plan and spend management (43%) and implement marketing workflow management (43%), and a similar proportion plan to implement content production management (38%). These actions make sense given the most common benefits cited from using agile marketing, which include completing marketing projects on time and on budget with faster speed-to-market.

Staffing is an important facet of agile marketing plans too, as 42% expect to hire new talent on the path to greater marketing agility. Finding the right talent doesn’t seem to be too much of an obstacle, though, as relatively few indicated that lack of IT talent (14%) and marketing department talent (14%) is an obstacle.

Overall, fewer than one-third (28%) of respondents completely agreed that their organization’s current corporate culture, technology, process, and budget support agile marketing, per the study, indicating plenty of room for improvement across these areas.

About the Data: The results are based on a survey of more than 300 global marketers, split almost evenly between the US (33%), Europe (33%) and Asia (32%). The technology (16%), financial services (15%) and retail (15%) industries were the most heavily represented.

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