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 remaining pieces of the
bridge-to-service success, which are mindset, organizational structure and
go-to-market tactics. Let's take a look at a basic blueprint for bridging to
commercial SaaS success:
Mindset - Product to Service (P-2-S): Services require a mindset of
continuous relationsh... (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)
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.
Value Propositions and elevator pitches live in the rarefied air of marketing
speak. They are almost seen as mystical accomplishments reachable by only
the anointed among us. "But what's the elevator pitch" we hear time and
time again....Give me the 30 second attention grabber, etc, etc.
While I agree that Value matters, and actually matters a lot, I think as
sales and marketing professionals, we've worshiped at this alter for so long,
we've lost sight of the end goal. We've become Value snobs.
Here's are my top 5 reason's why we overvalue Value:
We are Product Narcissists... W... (more)
Talking about his new book, "That Used to Be Us," at a recent speech at the
Stanford Graduate School of Business, best selling author Thomas Friedman
said, "Average is over. Everyone must define and develop their extra, that
unique value add that justifies, in this world of rising curves why they
should be hired or promoted." Friedman goes on to make a case that to win in
the global market, American education must nurture students to become more
creative and unique.
Friedman goes on to discuss the emergence of the "hyper-connected world" one
where you cannot only outsource labo... (more)