Julia Heitland

Since the beginning of 2020, the congress world has turned upside down. Nothing is the same as it was before, we all have to rethink congresses and events. Rarely has an industry changed as rapidly as the congress world since the pandemic. However, one thing has remained the same despite the tsunami of change in the congress and event world: People long for personal contacts.

You may be familiar with the situation from stories: A marketing team works hard for months on new content and materials for the field sales force. The task is to convert the print folder of the sales force into a digital Veeva folder. In the course of digitalization, the preparation of content, user guidance, and interaction with the doctor change fundamentally – digital formats simply bring changes with them! In the end, the marketing team is convinced that they have created a great result ...

More and more companies are facing the challenges of digital transformation and rapid change. This manifests itself in declining sales, for example, due to products that are not in line with the market, global cost pressure or dissatisfied customers. Continuing to rely on the tried and tested will often not be enough in this situation.

Why agile should not only be used in software departments and what agile methods have to do with marketing departments, you will find out in our two-part series on the topic of "Agility in Marketing".