Applying Agile to Marketing: EMC Corporation Case Study

Published On:
January 25, 2018
Authored By:
APQC
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Agile's strong customer and quality focus is a natural fit with marketing's priorities. The iterative nature of Agile can facilitate managing the ever-changing needs of the external environment. This case study explores how EMC Corporation implemented Agile in its marketing department to overcome several external (e.g., overwhelming amounts of information and rapid pace of change) and internal challenges (e.g., business silos and mixed communications).