Agile Aficionados

Interview with Niall Sullivan, SaaS VP Marketing, Senseye

There is nothing worse than becoming stuck in your ways because your market will continue to innovate and move forwards without you

Niall Sullivan

Why is agility important to your marketing?

In our industry (SaaS), it’s important to be able to move quickly and think on our feet, responding to market trends and new developments as they happen to stay ahead of the competition.

How has agile marketing helped you reach your goals?

Agility in marketing has allowed us to focus on quality over quantity when it comes to demand generation tactics. We’ve been able to scrutinise different channels and tactics, for example, events vs. digital. With digital, we can take the agile approach of step-by-step release and measurement so that we can pinpoint successes and ROI, whereas for big events, they require a high budget and it’s difficult to attribute success (or failure) to specific moments. But in a post-covid world, we’re obviously looking forward to testing out in-person events once again.

What’s the single most important thing you’ve learnt during your marketing career?

The right people, combined with trust and delegation has the power to transform a marketing team. Empowering team members to own and deliver their own initiatives in line with overall business goals ultimately enables leadership to be more strategic and think ahead, rather than being stuck in the day-to-day.

What is the most important skill that makes a great marketer?

The most important quality is open-mindedness and a desire to continually learn. There is nothing worse than becoming stuck in your ways because your market will continue to innovate and move forwards without you.

Where do you turn to for marketing insights and news?

I always look to other marketers in our field for advice and insights. I’m a big fan of podcasts and can testify to their marketing effectiveness having launched our own, Trend Detection, in 2021. I listen to State of Demand Gen by Chris Walker of Refine Labs, which is a must-listen for B2B marketers.


We are the game changers of B2B marketing, providing strategic marketing consultancy services, outsourced marketing support and transformation training for tech and professional services firms.

Get in touch with us today to chat all things agile.

Jake WilliamsAgile Aficionados – Niall Sullivan