Why is agility important to your marketing?
Salesforce is a very fluid company, and change happens in days rather than weeks or months. Without agility, you just would not be able to respond quickly enough. In the old world, it would take months to get a plan approved and months again to get the plan into market. Nowadays, with the speed of change, you need to constantly have a review and iteration cycle going on so that you can course-correct in line with the pace of the market.
How has agile marketing helped you reach your goals?
What I like about the agile model is the ability to test ideas in the MVP (Minimal Viable Product) approach. While every company claims to embrace innovation, it often takes a back seat because of the costs and risks involved, if you can do something on a low-cost, low-risk basis and test a proof of concept, you reduce the obstacles and increase the chances of buy-in – creating business cases for investment and build from there.
When Tableau got acquired by Salesforce in 2019, progress was slow as we battled with Covid, but now as the two companies come together more rapidly, the pace of change is increasing. In order to be able to deliver, you must be able to adapt to new processes, new priorities, and new markets. You need agility and flexibility in your programmes to be able to adapt to that level of change.