Marketing

Scope and Focus Areas

Marketing is a strategic and operational function that supports the company’s growth by connecting business objectives, offerings, and value propositions with the market, encompassing activities related to:

• Understanding and addressing market needs
• Positioning the company and its offerings
• Generating and nurturing demand
• Enabling commercial execution
• Supporting adoption, reputation, and advocacy

Marketing at Agile Lab is designed to adapt continuously to evolving business needs, internal governance, and strategic priorities.

This flexibility is particularly important in a consulting-driven and product-enabled context, where:

• Market conditions change rapidly
• Offerings evolve
• And different business lines may require different levels of support over time.

Although specific priorities and initiatives may differ across business areas and over time, Marketing operates across both Consulting and Product throughout a variety of external touchpoints and, historically, in collaboration with a variety of functions – Presales & Sales, Vendor Relations and Partners, Customer Success, Engineering, Product Management.

Because of the breadth of business areas, operational domains, and channels covered by the function, and the need to focus efforts where they generate the greatest impact at any given time, Marketing is an agile and diversified function that addresses – often simultaneously - multiple objectives, including:

• Demand and lead generation
• Brand awareness, recognition, and recall
• Product and service adoption enablement
• Thought leadership and market positioning
• Product and service communication

The relative weight of each focus area is defined annually, based on company objectives, strategic direction, target markets, maturity of offerings, and available budget.

Marketing Planning, Governance and Evolution Process

While focus areas and execution priorities change, the structuring principles, governance model, and operating processes of Marketing remain consistent.

At the beginning of Q1, Marketing conducts a structured review of the previous year’s strategy, gathering, analyzing, and interpreting performance data across all relevant initiatives and channels.

Based on this analysis, and on strategic inputs received from Consulting & Product, the Global Marketing Director prepares a comprehensive annual report outlining:

1. The prior year’s results and key achievements
2. The current year’s marketing strategy
3. The execution plan for the year, aligned with available resources

This report is:

• Shared company-wide via the Big Data group email
• Formally presented to the relevant circles (Consulting and/or Product) where appropriate

Following the annual planning phase, Marketing defines a set of semi-annual OKRs, aligned with company-level OKRs (where available).

Progress is:

• Reviewed monthly within the Marketing function
• And, where applicable, reviewed with Consulting and/or Product according to the governance defined by the respective Lead Links

Channels and Marketing Mix

Marketing activities span across owned, earned, and paid media, with the specific mix evolving according to strategic priorities and campaign objectives.

Key channels and levers include, but are not limited to:

• Digital advertising
• Organic digital presence
• Content and editorial initiatives
• Events
• Public relations and media relations
• Technology partnerships and support to commercial partners
• Social media and community engagement
• Email marketing
• Sales enablement
• Account-Based Marketing (ABM) initiatives
• Product and service placements

The allocation of effort and investment across these channels is dynamic and guided by measurable impact, structured experimentation, and continuous optimization. While prioritization may shift based on available resources, Marketing operates under an omnichannel outlook: sustainable growth requires coordinated presence across complementary channels rather than isolated or single-channel execution. Even in contexts of budget or activity recalibration, maintaining an integrated, multi-touch approach remains a foundational principle for long-term brand strength, demand creation, and pipeline stability.