More details: Found hereNohar Zmora leads marketing at Kaltura . She is passionate about helping marketers create creative and data-driven digital experiences.
While marketing and software development may not share much in common, one refrain that can be heard from both is that development cycles are accelerating like never before.
For development teams, the concept of "shift-left" has become a core principle, emphasizing the need to bring specific tasks earlier in the development process to accelerate product completion. Based on what I've heard from many developers, this approach effectively streamlines workflows and mitigates bottlenecks, helping teams address issues before they become larger problems. It's high time marketers adopted a similar mindset, particularly as generative AI (GenAI) opens up new possibilities for content creation, personalization and customer engagement.
The "shift left" concept originated in the software development world as a response to the increasing demand for speed without sacrificing quality. Traditionally, testing and quality assurance (QA) were stages that came later in the product development pipeline, which often led to delays as issues discovered late in the cycle required time-consuming fixes.
The solution? Move those tasks earlier in the process. Developers now engage in continuous testing, gather early feedback and use agile methodologies to iterate quickly. The result is faster development cycles, fewer costly errors and more responsive product updates.
This shift isn't just a matter of speeding things up for the sake of it—it's about delivering better products faster by identifying potential problems and opportunities for improvement earlier in the process. This proactive approach to development has paid off in spades for many software teams.
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