When agile marketing breaks the agency model

Agile marketing is an organizational marketing strategy that uses a cross-functional system in which marketing teams collectively identify high-value projects with frequent feedback. When effectively practiced, it delivers a valuable asset for the organization, however, the implementation is challenging and need companies to develop a functional process in order to make it successful.

Therefore, identify and analyze the challenges is fundamental to implement it, otherwise, many companies would not enjoy the benefit of this strategy, perhaps even weaken their ability to improve. - Peter M. & Sarah V.

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/when-agile-marketing-breaks-the-agency-model

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