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5 Smart Business Approaches to Marketing Software Development

Posted by Indusa Admin on October 21, 2015 5:22 am

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As of 2015, there were nearly marketing technology vendors – fast-forward to the present and that number has seen a significant jump. As an emerging industry, it is becoming increasingly important for marketing technology companies to develop their software in a way that matches their innovative and disruptive business models.

One key area marketing technology companies can work on in order to improve their performance is related to their core revenue driver: marketing software development. Producing a software product or platform faster and more efficiently, companies will be able to decrease their time to market and stay one step ahead of their competition. Working with an extended team and a blended delivery model can help make smart business sense with direct impact on both the quality of the product and the company’s bottom line.

Marketing Software Development

5 Successful Marketing Software Development Strategies

To help better understand the process, we’ve compiled 5 of the most effective marketing software development strategies. These strategies have already been used by several of our martech clients in order to bolster their software development efforts.

1) “Right Size” Teams

During the software development cycle, needs will not remain constant; one week you might need scale your team numbers down, and the next week you might be frantically trying to scale up as technology and business needs dictate. While you could hire as required, that process is often time consuming, tedious, and expensive. Martech companies are new and nimble; their marketing software development processes have to match that business reality. Working with an external, fully stocked team of different professionals means there’s no need to worry about hiring and benching waves of different employees throughout the software development process.

2) Multiple Skillsets

Similar to “right size” teams, it can be difficult to find “right fit” teams with the right mix of skillsets for various requirements and different stages of your product lifecycle. Your campaign planning tool, lead scoring platform, or SEO optimizer may need a specific type of developer, a designer, or a team of QA testers – but you shouldn’t have to worry about the HR hassle that would be required to hire and bench multiple employees as your needs change. Instead, just work with the extended team to deliver whatever skills you need for that phase.

3) 24/7 Availability

A global presence means that while your team is sleeping, another can be working. This allows you to cut in half the amount of time needed for product lifecycles. One of the number one reasons to contract out more time-consuming tasks is to take advantage of extended work hours. For example, a QA testing team can test your product through the night and send bug reports in the morning.

Your team would then start the day with the necessary information already in their hands, rather than wasting time by having to do testing themselves. Given the sophisticated depth of martech software, its algorithms, and data volume, quality testing is one task where you don’t want to cut corners – but you can certainly figure out how to do it more efficiently.

4) Free up Your IT team

Different aspects of marketing software development can be extraordinarily time consuming and stressful, especially when it’s lumped in with somebody’s existing job duties. If you alleviate some of these tasks – such as customization, support, or maintenance – by assigning them to an external source, then your team will be able to focus on their own core skills instead. This will minimize workplace tensions and increase productivity – both by speeding up production and reducing the overall strain on your internal structure.

5) Lower Costs

While budget isn’t the only motivator in seeking a vendor, it definitely plays a factor. According to the , “businesses can dramatically reduce costs and improve their competitive position” simply by extending their teams out. If you’re a martech company, you’re likely to be a startup, externally funded, or a new business line of an existing agency. In either scenario, budget matters. Focus on driving revenue, rather than increasing your expenses for software development.

Final Thoughts

With the constantly changing marketing technology landscape and an increasing number of solutions, companies are innovating both in terms of business models and software development. In order to succeed in the software development industry, following these strategies is must, as they’ll allow you to achieve unprecedented success.

 Smarter business strategies can decrease your time to market and reduce overall software development costs. Learn more.

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Read the case study: Developing a Suite  of Marketing Technology Software Tools 

Sarah Van Wambeke
About the Author – Sarah Van Wambeke

Sarah is an avid writer and digital media enthusiast. Here at Indusa, she primarily focuses on content creation and social media management.



Topics: Marketing