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)
When I talk about Viewpoint, the first question I usually get is, "well, who
does this well?"
The godfather of Viewpoint in the new era of cloud computing is clearly
Salesforce.com. As I have written here, SalesForce.com's "The End of
Software" created a unique and compelling Viewpoint that aligned with the
aspiration and frustrations of their target customers who needed faster and
easier visibility into the sales pipeline and performance. As they and the
market have matured, they have adeptly shifted to "The Social Enterprise,"
seeking to capitalize on the technology, enviro... (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)
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)
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 s... (more)