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 first formal
contact to the selected vendor. Understanding that simple fact requires a
radical rethink of go to market strategies and tactics across sales and
marketing. Those who react, can see dramatic increases in Marketing ROI and
significant compression of sales pipelines. This can d... (more)
Established and new ISVs, telcos, hosters and other tech providers are
launching SaaS services at an ever-increasing pace, and that's great.
However, many of these initiatives fail to attract leads and customers in the
volume expected, resulting in management, market and shareholder
disappointment. Why is this?
While organizations spend a LOT of time understanding the technical
transformation required to build a SaaS service, they fail to understand that
this is just the anchor of the transitional bridging they must do. In order
to gain share and revenues they must deal with the... (more)
Many ISVs are making dramatic shifts to become SaaS providers. This requires
a shift in mindset from product to service and in organization from linear to
circular. Once these shifts are under way, in order to succeed and stand out,
ISVs we must now bridge their go-to-market strategy, objectives and tactics
from Evaluation to Experience.
Today's customer has little patience for white papers, datasheets, detailed
feature function product specs and the like. They may attend a webinar, but
the next step is experience. Even for large organizations with complex buying
behavior, the e... (more)
When I used to go to London often and ride the Underground, the constant
refrain seen was "Mind The Gap". Mind the Gap or you could suffer some
unmentionable and clearly gruesome fate. As Online software service
providers of all flavors try to create high velocity sales and marketing
businesses, they would do well to mind these three gaps:
The "It's Not Your Time" gap The "It's Not My Job" gap The "Window Shopping"
Let's take a quick look at each of these gaps and see how we can minimize the
risk of a potential customer "falling through the cracks", which while not
Jim Barksdale is a pretty quotable guy, work for him for a few years like I
did at Netscape and you leave with a small library of "Barksdalisms" that
just stick with you. One of Jim's sayings was, "It ain't dogfood unless the
dog comes off the porch to eat it...".
While Jim was making the point that you can love your product, but if the
customers doesn't buy it it aint worth much, I never think Jim was intending
to be taken literally. German pet food manufacturer GranataPet did. Watch
this video of a mobile enabled dog food dispensing billboard.
Kinda gets you hungry doesn't i... (more)