Agile’s Trojan Horse: Marketers Leading Enterprise Agility - S202

Closed captions in English, French, and German can be accessed in the video player.

Share this page



Total organizational agility is the future of business, yet only a tiny fraction of organizations has successfully managed a complete Agile transformation. With its litany of benefits and decades of application history, why does Agile struggle to make the jump to the rest of the organization? Agile’s origins seem to be getting in the way of its expansion, but what if examples of nontechnical Agile teams are already out there? Join Certified Professional in Agile Coaching and 15-year digital marketer Andrea Fryrear as she discusses her experience of helping thousands of Agile marketers develop a reference model for enterprise agility.

In this session:

  • Examine 5 years of data from the State of Agile Marketing Report and its implications for how to set up nontechnical Agile teams
  • Dissect two different Agile transformations and learn from their trials and triumphs
  • Help marketers (and other non-Agile groups) start exploring Agile through careful selection of Agile practices and frameworks

Track: Marketing Workflows and Collaboration

Session Type: Session

Technical Level: General Audience

Presentation Style: Thought Leadership

Audience Type: Advertiser, Business Analyst, Campaign Manager, Creative Leader, Database Marketing Manager, Digital Analyst, Digital Marketer, Email Marketer, Marketing Executive, Mobile Marketer, Publisher, Segmentation Specialist, Audience Strategist, Channel Marketer, Commerce Executive, Content Marketer, Optimization Manager, Social Marketer, Web Marketer, Commerce Marketer/Merchandiser, Web Analyst, Operations/COO, Project Manager, Web Designer

Business Type: B2B, B2C, SMB

This content is copyrighted by Adobe Inc. Any recording and posting of this content is strictly prohibited.

By accessing materials linked on this page ("Session Materials"), you agree that 1. Session Materials are Sample Files per our Terms of Use and 2. you will use Session Materials solely as directed by the applicable speaker.

Play button

Presented by Publicis Sapient

How Wealth Management Organizations Deliver Personalized Offerings

By viewing this video, I agree the Adobe family of companies may share my contact information with Publicis Sapient for marketing purposes. For details see the privacy policy on the Publicis Sapient sponsor page.

More sessions that may interest you

Success starts with Experience League.

Find documentation, self-guided tutorials, how-to videos, courses for all levels and roles, a community of peers, and expert support when you need it.