Agile Marketing Implementation at PaperCut

[Agile Marketing]

Since implementing Agile Marketing, we’ve scaled from 10 to 40 concurrent campaigns across six networks, increasing top-of-funnel ROI from under 1x to 6x. It’s been a radical improvement

Grayson Campbell, Head of Digital Marketing and Growth

Discover how PaperCut achieved a 6x increase in top of funnel Return on Investment (ROI) and a 4x increase in productivity by implementing Agile Marketing.

Background

PaperCut is a global B2B technology company specialising in print management software.
The company’s marketing division consists of a global marketing team and a market readiness group. Initially, these teams operated in siloes, limiting their efficiency and the impact of their campaigns.
Faced with pressure to do more with fewer resources, PaperCut recognised the need to work more efficiently and embrace a more collaborative, results-oriented way of working.
This led them to explore Agile Marketing.
PaperCut had already experimented with agile practices in some teams. But they faced challenges transitioning fully to Agile due to team structure and cultural differences between teams within marketing. That’s when they reached out to Growth Generators to help formalise their Agile implementation.

Challenges

Before implementing Agile Marketing, PaperCut’s marketing team was spending 70-80% of its time on reactive work.
Campaign delivery was slow and inefficient, with campaigns passing through multiple teams before completion, often taking months to launch. This lack of structure caused delays and frustration across the team, hindering the ability to drive real business value.
The teams also struggled with a disconnect between their functional silos, leading to friction in campaign execution. Without a clear, cohesive approach, PaperCut found it difficult to scale their marketing efforts or respond quickly to market demands.

Solution

Growth Generators partnered with PaperCut to roll out Agile Marketing across their marketing teams. The first step involved restructuring the marketing team around the marketing funnel, creating squads focused on specific stages—top of funnel (awareness), middle of funnel (nurturing), and plans to introduce a bottom of funnel squad for lead qualification.

The Agile transformation included:

Team Reorganisation: Squads were formed with cross-functional teams equipped to manage campaigns independently from start to finish (Growth Generators advised subtle changes to the newly adopted team model).
Agile Training and Coaching: Teams were trained in Agile Marketing principles and frameworks such as Scrum and Kanban, with coaching to improve adoption and effectiveness
Agile Tools and Processes: Growth Generators advised on the setup of Agile boards in their work management system and the creation of ceremonies (like daily stand-ups and retrospectives) to improve communication and alignment within teams.
Agile Consulting: Growth Generators conducted a team diagnostic and developed a customised roadmap to guide the implementation of Agile Marketing at PaperCut.

The results of implementing Agile Marketing were immediately impactful:

Increased Campaign Velocity: The number of concurrent campaigns increased dramatically, from 10 campaigns across 4 networks to 40 campaigns across 6 networks in just six months.
Improved ROI: PaperCut saw a 6x return on investment (ROI) from their top-of-funnel campaigns, up from 1x, through more efficient campaign execution and better alignment between teams.
Replatforming Success: A major marketing platform replatforming, which would typically take 6-12 months, was completed in just 3 weeks, showcasing the efficiency of the Agile process.
Enhanced Collaboration and Culture: The move to Agile helped break down silos, fostering better collaboration across teams, resulting in faster delivery of high-impact campaigns.
Career Development: PaperCut saw an increase in employee engagement and career development opportunities, with three team members promoted in recognition of their contributions to Agile initiatives.

By adopting Agile Marketing, PaperCut not only improved the speed and quality of their marketing campaigns but also fostered a culture of continuous improvement and collaboration. The ability to respond faster to market changes and deliver measurable business results has positioned PaperCut to thrive in a fast-paced, competitive environment.

To hear more about Papercut’s Agile Marketing journey, listen to CMO Podcast
75. How a marketing funnel team structure and Agile Marketing created dynamic results at Papercut.

How Growth Generators Can Help You:

At Growth Generators, we specialise in helping marketing teams adopt Agile methodologies to improve efficiency, drive business growth, and create a more sustainable and engaging work environment. Our services include:

Agile Marketing Team Training
Coaching for Agile Transformation
Implementing Scrum and Kanban processes tailored to your business

If your marketing team is ready to embrace a faster, more effective way of working, contact Growth Generators to learn how our Agile Marketing services can help you achieve similar results to PaperCut.

This is a very happy team - it’s actually phenomenal. I used to think there’s a limit to how much more we can do, but we’ve proven there’s still heaps of runway. We can do more, because we're organised to do more.

Learn more about our Agile Marketing Services

Agile Marketing Implementation at PaperCut

[Agile Marketing]

This is a very happy team - it’s actually phenomenal. I used to think there’s a limit to how much more we can do, but we’ve proven there’s still heaps of runway. We can do more, because we're organised to do more.

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