When I was a wet behind the ears sales rep in the Rolling Meadow's Illinois
branch office in 1986 (yes, they had computers back then :)), I remember the
big sign that hung on the wall:
Calls + Demos = Sales
Our office sold everything from PCs to copiers (yes, IBM sold copiers) to
mini computers (S34, 36, 38, and later AS/400 and RS6000s) and the biggest
S360 Mainframes. Though the sign belonged to the "Office Machines", i.e.,
Copiers, team, I quickly learned in my territory of small manufacturers and
distributors, the key to selling the minicomputer lay in not just having the
right software package, but in putting a killer demo in front of the
customer. As Jerry Maguire might say, "show me the money" and I say then and
now, "show me the demo".
Fast forward 25 years or so and I now have come to the corollary to this sign
for B2B technology vendors:
Marketing + Exp... (more)
In my recent article on High Impact Cloud Marketing, I said:
Viewpoint is a framing of the market in the context of your uniqueness. The
uniqueness of your team, your capabilities, and your vision. Some call
viewpoint thought leadership, some vision with a capital V, and some brand.
and I called on providers to set a unique and compelling viewpoint to create
breakthrough for their marketing efforts.
While there are many frameworks and techniques to capturing Viewpoint,
however defined, one of the simplest and most effective way I have, and one
the first I usually pull out of my t... (more)
It's been almost a year since I started writing about the role of experience
in the new Cloud Go To Market strategy. In my article on Bridging to SaaS
Success: A Basic Blueprint, I said:
Go To Market Tactics: E -> E: Evaluation to Experience. Today's go to market
mix, pricing, channel and promotion is built to drive evaluation and
transaction. Successful service go to market requires a shift to tactics that
drive experience and satisfaction. Successful SaaS organizations shift their
go to market tactics and investments and become experience, not product
I then expan... (more)
Why have I spent the last months writing about Breakthrough marketing?
Isn't there enough written about content marketing and marketing
automation? Can we really transform Enterprise go to market and sales?
Are we just talking about features and benefits? Well my answers are yes
but, yes for sure and no we are not!
Figure 1: The Three Stages of Breakthrough Marketing
Today's buyer is information overloaded, bandwidth constrained and fiercely
independent. A recent survey by the Corporate Executive Board reported that
57% of the new B2B sales cycle is DONE before the buyer's ... (more)
For ISVs and others attempting to offer SaaS services to the market,
organizational structure and approach represents one of the largest hurdles
to success. In order to achieve success as a service provider, organizations
must change my organizational approach from linear to circular, surrounding
the customer throughout the service relationship lifecycle, reducing barriers
to adoption, and ensuring long-term customer retention.
Today's typical ISV organization and its interaction with customers are
linear with sporadic customer contact. Product managers may gather
requirements f... (more)