Agile logic for SaaS implementation: Capitalizing on marketing automation software in a start-up
通过四年案例研究，提出敏捷实施框架，展示初创企业如何通过迭代调整SaaS功能和组织惯例来利用营销自动化软件，对B2B初创企业和敏捷实施研究者有参考价值。
The emergence of Software-as-a-Service (SaaS) has facilitated agile technology implementation that focuses on iterative adaptations via learning by doing rather than the realization of a predesigned implementation plan. This study conceptualizes such an agile approach and explicates its operationalization via a four-year qualitative case study of a business-to-business (B2B) start-up firm’s implementation of a HubSpot marketing automation (MA) SaaS. The study shows how agile implementation continuously introduces adaptations to SaaS features and organizational routines for improving their mutual fit given the organization’s goals. The study also contributes to theory by offering a novel framework for managing agile implementation processes. The findings identify the key processes of sales lead management, content marketing, and customer intelligence through which start-up firms may capitalize on MA software.