About five years ago, I had the pleasure of sitting through sales training
with John Costigan. I remember John's opening as he said something like, "How
are you?" and got the typical quiet reaction. John went on to say something
like, "when I am asked, I say "OUTSTANDING" and you should too. Because to
STAND OUT, you MUST BE OUTSTANDING."
Fast forward to last week, when I was having a discussion on positioning with
a very successful entrepreneur turned VC. He said, "The only way to win in
today's markets is to STAND OUT, create something new." Immediately I thought
of John and said to myself, "If you want OUTSTANDING positioning, you must
STAND OUT from the crowd."
When you look around B2B technology providers, those who do stand out usually
take one of three fundamental approaches to differentiation, what I call
1+1=3, Embrace and Extend, and Copy and Paste. All ca... (more)
Walk into just about any Cloud marketing team today, and you will see a very
large focus on marketing automation. This is the tip of the iceberg that has
been building since the dawn of Google and Direct email, or for about a
decade. Let's call that time AG for After Google. That AG iceberg is the
maniacal focus on demand over brand, on lead generation over messaging, on
revenue over valuation.
This focus makes a lot of sense, especially in a crowded and newly developing
market, marketing MUST drive revenue, because revenue drive valuation, growth
and access to capital, and feed... (more)
Look around and be amazed, everything is being re-invented. From the tablet
computer to the thermostat, from cars to enterprise software, from incubators
to light-bulbs. We are living in an amazing time. Opportunities abound to
capitalize on the biggest industrial change since electricity. While those of
us in Cloud and IT tend to focus on a few ideas like Cloud and Big Data,
we are at the the convergence of 6 megatrends, some new, some old, that when
taken together create this incredible rush of innovation and opportunity.
The megatrends are:
Microelectronics - Moore's Law ... (more)
Most CEOs I talk to have a jaded, if not skeptical view of marketing. While
they recognize the importance of marketing to their long term success, they
have a hard time understanding and measuring how well marketing is doing. And
while more mature organizations have a good handle on very well tuned
marketing metrics and measurement, the question is still always out there.
With the advance in marketing automation, new channels of communication, and
the avalanche of marketing data now available, marketing has evolved, in many
CEOs view, from a black art, to a black science.
Unless you are a hardcore (American) football fan, or happened to just catch
the latest episode of HBO Real Sports, you may have never heard of Coach
Kevin Kelley of Pulaski Academy in Little Rock Arkansas. But if you are a
football fan, I'd imagine you may hear about him soon even if you forget
about this blog. You see, Kelley's teams haven't punted since 2006. And in
that time he has taken his small 350 kid school into the national top 100
rankings and to three state championships while winning well over 90% of his
You can Google him and easily learn more...here's a... (more)