If you live and breathe marketing and or sales, and consume relevant content on the subject, you have come across the word “Agile” or “Agile Selling” recently. Two new books have come out recently focusing on the agile methodology and the value of being agile, “Agile Selling” by Jill Konrath and “Growing Up Fast”, by Jascha Kaykas-Wolff and Kevin Fann.
Both books talk about the necessity to be able to adapt in today’s fast-paced, ever-changing environment. Agile today means being able to adapt your ways of learning, jump into new technologies and embrace new data and respond accordingly. To be agile means to engage in new methods of communications and most importantly, be responsive to change to better address the needs of the situation, whatever they may be. The adoption of agile practices quickly becomes a competitive advantage for organizations and professionals.
Marketing automation (MA) is great example of where agility comes into play as a competitive advantage to drive success. Marketing automation was introduced to the market over ten years ago, yet adoption was slow. The technology was new, the methods and processes behind the technology presented a new way of thinking for marketing and sales…plus, it wasn’t easy. However, early adopters of the technology saw significant improvements in their sales and marketing effectivness and revenues when using MA. As the market matured, more organizations started adopting to the marketing automation mind-set and began implementing the technology. The early adopters as always, were ahead of the curve due to their agility. Now, the rest of the business world is catching up and most organizations, SMB or Enterprise, have some sort of marketing automation platform.
Agile marketers respond to data. They seek information in real-time about their buyers, understand the relevance of content and the important of predictive analytics to anticipate needs. Agile today means using A/B testing to determine which message or template helps you connect better with your buyer and adjusting copy as needed. Agile today means responding to news of the latest acquisition and quickly communicating with your customers that you are there to help them during this transition period. Agile in organizations today means learning and responding quickly, discarding the plan that may have been built six months ago. Agile is about now and responsiveness.
As Konrath says in her book, “Constant change in the new normal.” Successful marketers and sales professionals need to embrace that statement and find ways to become more agile to maximize their effectiveness to better connect with and help their buyers.