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)
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)
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 ... (more)
Owen, my youngest, is a typical 3 1/2 year old boy, energetic, physical and
fearless. He's been riding on a glider bike for the last year, and loves to
blast down hills with his feet in the air, scaring the daylights out of his
For those of you unfamiliar with glider bikes, it's basically a pedal-less
two-wheeler that you propel like a scooter with your feet. I've been watching
him scoot around on his glider wondering how he would do with pedals, would
he need training wheels at all?? Would he be faster than his three older
siblings at getting on a "real" two-wheeler? (They... (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)