Novartec

What’s so different about software-as-a-service marketing?

When you move to selling software-as-a-service your whole Sales and Marketing operation changes. It’s no longer about driving to the biggest deal, it’s more likely to be about creating customer commitment earlier in the buying process and up-selling.

That requires:

• Much more rigour at the top of the Sales funnel – focused segmentation to drive multiple niche programmes;
• A different marketing skill-set – a greater emphasis on data management; an increasing focus on vertical and horizontal knowledge; an understanding of how to drive business process optimisation and a different performance model;
• A different go-to-market model – that is, solutions that drive digital commitment earlier in the sales cycle and sales teams that can take marketing qualified leads at greater volume and up-sell;

You’re moving from a world of up-front revenue, to one where value is spread across the lifetime of a contract. This is a self-serving digital world where Sales is being pushed further down the buying process and where there are many more influences on the buying process.

Marketing in the x-as-a-service era will be defined by people who can drive business integration, who can weave data-driven decision making through an organisation and who can have a conversation across business functions and credibly link it to the bottom line. The organisations that can integrate sales and marketing vehicles, create lead nurturing engines at scale and turn sales and marketing into one finely-tuned go-to-market team will create an advantage that no traditionally structured business will be able to live with.

And those that can’t, well…

At Agile Marketing we have built up experience across sales, marketing and product development working with some of the most innovative software and telecoms companies in the world (big and small). We have seen first-hand how this industry is developing and what best practice looks like, and have developed a series of practices from the ground up specifically to help organisations make the most of the cloud revolution.

This includes:

• A unique process for developing marketing strategy through the application of customer journey mapping;
• A proprietary structure for developing a compelling content strategy through atomisation;
• A hands-on understanding of how to drive Sales and Marketing Integration;

In doing this, we’re also developing a more concise understanding of a number of other key areas, namely:

• The optimal marketing structure for cloud business  and what that means for re-skilling, measurement and reporting;
• An understanding of how to develop more agile campaign management by taking ideas from product development (i.e. scrum sprints, A/B Testing) and applying them to marketing;

Sound interesting?

Please get in touch if you want to find out more: gavin@agile-marketing.sg

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