Agile logic for SaaS implementation: Capitalizing on marketing automation software in a start-up

The emergence of Software-as-a-Service (SaaS) has facilitated agile technology implementation that focuses on iterative adaptations via learning by doing rather than the realization a predesigned plan. This study conceptualizes such an approach and explicates its operationalization four-year qualitative case business-to-business (B2B) start-up firm’s HubSpot marketing automation (MA) SaaS. shows how continuously introduces to SaaS features organizational routines for improving their mutual fit given organization’s goals. also contributes theory offering novel framework managing processes. findings identify key processes sales lead management, content marketing, customer intelligence through which firms may capitalize MA software.