Powering Agile Transformation: Why Marketing Is the Hidden Accelerator

Marketing Management — Wed., Jul. 9, 2025

Agile transformations often neglect Marketing, limiting its influence and missing the goal of customer connection. CMOs must position Marketing as a strategic partner, not a late adopter, by adapting Agile to fit its unique workflows and expertise.

CMOs can champion Agile transformations by sponsoring the change, linking iterations to customer intent, and avoiding duplication of efforts. Marketing's role as a collaborator across functions can also help break down silos and accelerate cultural shifts throughout the business.

To fully harness the value of the CMO in an Agile transformation, organizations must recognize Marketing as key to customer-centricity. By leveraging Marketing's insights and expertise, businesses can drive meaningful change and achieve success in delivering products that align with customer needs.

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