• Puja Shah

A Truly Exceptional Marketing Approach Can Change A Company’s Entire Trajectory


Picture courtesy


Traditional software marketing followed the waterfall methodology. Waterfall marketing breaks projects into several phases, with each phase dependent on the timely completion of the previous phase to begin.

| We target. We suspect. We prospect. We connect. We qualify. We expect. We win.

Agile Marketing, as a concept, has been spoken about quite a lot in the recent past and it is much more than just a hot new marketing buzzword.

When taking agile to marketing we use at least some parts of it to manage our work.

| Daily Standup, Sprints, Backlog, Retrospectives, Agile Project Management board (Asana, Kanban) to track – To Do, Doing, Done

We have plans but they’re flexible and change often. We believe that ability to respond to change is our biggest competitive advantage.

Our highest priority isn’t website traffic or MQLs or sales wins. It is customer satisfaction. We bring customer satisfaction by producing marketing collateral which answers a customer’s questions, provides thought leadership to follow for business success, makes the company’s products and resources easily accessible when the customer needs them.

We are required to keep up with the constant pace and pipeline. Our pace should be rapid, but not frenetic. We act fast, but we are not chaotic.

This is not about burning out the marketing team every quarter. It is about building a sustainable function.

We adopt and adapt the agile manifesto in the mini-culture of our marketing department.

We are uncovering better ways of marketing

software by doing it and helping others do it.

Through this work we have come to value:

Responding to change over following a plan

Individuals and interactions over target markets

Testing and data over opinions and conventions

Customer-focused collaboration over silos and hierarchy

That is, while there is value in the items on

the right, we value the items on the left more.

Having spent almost a decade in the IT industry, I have witnessed very closely the management of many software development projects. And I can personally vouch for Agile Methodology being increasingly popular amongst software developers. It has proven to be more efficient than the Waterfall project management methodology. The “Sprint” system allows you to pause, review and rectify at regular intervals.

Most importantly, I’ve seen marketing departments flourish when their programs are built around motivated individuals. There really are those spirited souls who are passionate to get the job done if provided with the environment and support they need.

By keeping it simple with clear workflows, minimizing the number of projects being worked on in a quarter, prioritizing the different task being picked up each day, agile marketers will actually get more done than their waterfall counterparts.

Agile marketing is a great way to eliminate waste, focus on flow and go after little progress each day adding up to big results.

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