What these discussions need is the introduction of a fourth variable: The programmers using agile methodology will tell you to consider scope.

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Experts in agile methodology offer multiple templates.

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Under Agile methodology, marketers are deploying their budgets and resources more intelligently, and looking actively for the best performance against their campaigns: taking advantage of the ever expanding number of social media sites, targeting users on mobile phones, and even exploring very early technologies like augmented reality.

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Even where the same methodology (like Agile) is used, there are still different ways and means to distribute the project responsibility.

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This agile, data-driven test-and-learn methodology enabled Zynga to roll out new features every 24 hours, a previously unheard-of release frequency.

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