As an increasing number of customers is using multiple channels, organizations face complex challenges to offer these customer the seamless journey experience they demand. An extensive literature research resulted in the identification of agile processes as the key facilitating factor for continuously improving the customer performance within an omnichannel strategy. Besides agile processes other facilitating factors have been identified. These are the omnichannel strategy, people, organizational structure, and information systems. As little empirical evidence is available a conceptual model has been developed to test four hypotheses. The next step is to design and validate a measurement tool based on the conceptual model: the Agile Marketing Maturity Model (AM3).