What is this “agile marketing” thing?
If you’re a marketing professional who is part of a team, you’ve no doubt heard of the phrase “agile marketing” – however if you are in sales, you probably have not. So, what exactly is this buzzword? At its core, agile marketing is a tactical marketing approach in which teams identify and focus their collective efforts on high value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve the results over time. This buzzword took root in the tech startups of Silicon Valley and has gripped almost every industry with its jargon, efficiency, and sticky notes.
Confused? Keep reading.
Benefits 1 & 2: Optimization & Improved Targeting
Two of the biggest tenets of the agile marketing philosophy are responding to change and valuing “testing and data” over “opinion and conventions.” That one word “DATA” – is where this approach should make sense to a sales rep. Why? Both marketing and sales have one goal: increased revenue. Revenues are optimized when data is used to make smarter decisions, either with marketing tactics or with sales strategies. Just like a marketer would leverage data to optimize their work, a sales rep would benefit greatly if they were to take their own data and actually USE it to their advantage. When I was in medtech sales, I did this manually – it was long and arduous but it helped shine the light on where my focus should be and always kept me on top of my game.
Pro tip for the sales rep: get your data, form your strategy, test out the strategy, evaluate, pivot, rinse and repeat.
Benefits 3 & 4: Performance & Scaling
Consider a company trying to push a medical device to market. It’s a tough process involving the FDA, premarket requirements, classification…the list goes on. In order to tackle something like this, medtech companies can adopt agile marketing for improved performance and scalability. In addition, a medtech sales rep can adopt the practice of utilizing the data to further hone in on the hottest opportunities for growth and market penetration/retention.
Benefit 5: Efficiency
So let’s recap: agile marketing offers optimization, improved targeting, scalability, and increased performance. The final benefit to agile marketing over old school approaches: efficiency. There are only so many hours in the day, so improvements (even milliseconds) add up. As a result of this, it is in your best interest — as a medtech sales rep (or any sales rep) — to understand this new marketing style and leverage pieces of it to improve your own strategy. You don’t want to fall behind do you?
If you already feel like you are, email me Scottwalle@prosellus.com. Let’s catch you up.