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)
"The Cloud Changes Everything" is heard so often that it is a cliché. But
then again, distributed energy production and transmission enabled our 20th
century manufacturing revolution and the interstate highway systems changed
our society. Those of us who practice B2B technology marketing are living in
the most interesting time of our careers. Not only is social media changing
our communications channels faster than our ability to manage them, but cloud
economics and delivery is changing our products and our customers. In order
to thrive and succeed in cloudy times, we must be dis... (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.