The 2020 State of

Marketing
Project
Management
Driving Productivity, Performance
and Results with Agile Marketing

KEY FINDINGS

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Table of Contents

Introduction 3

How Marketing Approaches Project Management 4

Tools for Marketing Project Management 13

Action Plan 19

Appendix 22
T H E 2 0 2 0 S TAT E O F M A R K E T I N G P R O J E C T M A N A G E M E N T 3

Introduction
We asked 500+ marketers how they manage their work
and how different approaches influence productivity,
perception, morale, budgets, and outcomes.

The results are clear. The majority of marketers are

unhappy with the way their team manages work and the
tools they are using.

This report will share insights from our research study

and provide best practices gleaned from top-performing
marketing organizations.

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T H E 2 0 2 0 S TAT E O F M A R K E T I N G P R O J E C T M A N A G E M E N T 4

How Marketing Approaches

Project Management
Even the most brilliant and
comprehensive marketing plans
are neutralized by an inability to
execute the plan tasks.

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Only 27% of Marketers are
very happy with the way
their team manages projects.

How happy are you with your marketing organization’s

approach to managing projects?

27% VERY / EXTREMELY HAPPY

73% SOMEWHAT / NOT AT ALL HAPPY

80% of Marketers have transitioned
to an Agile approach, but less
than 4% have adopted a “Strict”
approach such as scrum.
Marketers are adopting What were the most important reasons for
adopting an Agile approach within your

agile to improve marketing department?

business outcomes Improve Effectiveness of Marketing Team 62%

and project visibility. Have Greater Flexibility as Plans Evolve 49%

Increase Productivity 48%

Improve Marketing/Business Alignment 43%

Accelerate Project Completion 39%

Improve Marketing Project Visibility 39%

But, nearly half of Marketers lack
the training and knowledge to
implement an Agile approach.

Barriers to implementing an Agile approach in marketing:

Lack of knowledge and training 47%

Lack of right tools or technology to support Agile 28%

We’re confused about Agile methodologies (Scrum, Kanban, etc.) 26%

Our system is cluttered with tasks and we have no rules to govern it 20%

We have Agile technology but it’s designed for IT folks not Marketers 18%
 Demand Metric CEO, Jesse Hopps, shares how the Strict Agile
approach helps marketing teams reinvent how they work:

There are three things The first is consistency of execution. Agile leads marketers to define

that marketers get when their core work processes so that they execute them consistently,
without missing steps. Without consistent execution, marketing’s
they adopt an agile
efforts often miss the mark.
process and stick to it.
The second thing marketing gets from agile is transparency into what
Jesse Hopps Consistent Execution
people on the team are doing, and the third thing is accountability.
FOUNDER & CEO Transparency
Demand Metric The agile approach implies that we’re going to have a system of record
Accountability
for logging work and reporting progress. This system shows how work
is getting done and provides complete accountability.

We have your complete Agile solution.

Talk to Demand Metric.
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Software
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