Guest post by Jon Terry.

The planning for any strong marketing campaign should acknowledge one essential fact: change is inevitable. In business-to-business marketing strategy, the ability to constantly adapt on the fly is vital to your company’s success.

So how do you approach a market that’s in a constant state of flux and manage to successfully develop a campaign that will carve out a place for your business? Surprisingly, the greatest marketing triumphs come from failing early and failing often. That probably sounds a bit counterintuitive, right?

This process is one of the cornerstone outcomes of utilizing lean tools in your marketing campaign. Lean principles rely not on a perceived end goal, but rather reality-based prioritization to create marketing initiatives that conform to customer needs and requirements. The Lean process is designed to break up long-term deliverables into smaller, more manageable projects that can be assessed and filtered as they move through the production chain.

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