The goal of marketing for IT companies is to prepare your business to scale.
Generally, many companies in this industry operate on the basis of manual customer acquisition. Mostly, focused on the very effective work of one person from the company who builds relationships with the right people.
However, this approach is very risky in the long run and cannot scale profits. If there is a process that is defined and launched, it allows us to predict: how many new customers will we acquire? How many new inquiries will “pop in”? We can expect that someday manual sales will not be enough and that you will have to incur operating costs without revenues. Companies do not always have enough savings to survive, such as a month or quarter.
One way to not rely 100% on manual customer acquisition is to implement an agile approach.