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.
Hidden behind the dashboards and metrics lies a more fundamental problem. In
today's hyper competitive, global, instantaneous market, where buyers and
consumers have nearly unlimited access to information and each other, the
fight for attention and share has become a treadmill of constantly faster ... (more)
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)
"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)
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)