Posts Tagged ‘technology’

Defining a Core Business Problem for Technology Companies

June 24th, 2014

It has been a while since we wrote a post, so I thought I would outline why I think that you, as a technology vendor, probably have a unique technology, but have an adoption problem. What you think is a technology adoption problem is really a buyer adoption problem.

As a buyer, I bet if I read your website or marketing materials, I would not be clear on what strategic business problem that you solve or what changes in behavior are required of the buyers to adopt your approach. But I can hear you say:”Wait. You don’t know what I do. How can you say I have a problem without looking at my stuff?”

I know because this is the core existential problem for almost every technology company and because adoption is so difficult to overcome quickly. Technology by definition is change. Newer is better, different. If it ain’t new, it ain’t technology. Even “old” technology is referring to something that was new at the time and now is obsolete. So, the business of technology is the business of change. Continue reading “Defining a Core Business Problem for Technology Companies” »

Example of “Defining the Problem” for Buyers

October 28th, 2013

Our Target Companies have BtoB Complex, Innovative Technologies with the 4C’s of Adoption Complexity = Problems, Markets, Buyer Organizations, and Solutions

What Problem Do We Solve for Them?
Fix “problem adoption” which is underpinning their market adoption. Problem is not pain. Problem is the underlying cause, pain is the resulting symptoms. Buyers buy to fix a problem, not buy a really cool technology. Well, in more sophisticated buying organizations with adult supervision over their investment in technology or solutions. Very few organizations have a blank check on their spending, but most have to justify to management why they need the latest and greatest in terms of business impact, risk, prioritization, return, adoption, etc.

How Do We Fix the Problem?
Continue reading “Example of “Defining the Problem” for Buyers” »

Complexities of Social Target Marketing and Network Selling

May 3rd, 2011

Technical sales and business development seems to be getting harder for sales and marketing organizations. BtoB, industrial, engineering, technology, complexity, R&D, etc . At the end of the day, an organizational sale is a technical buyer, influencer committee, and an economic buyer.

Traditional models of lead generation are struggling to reach and engage with complex organizational sales. More senior executives are screening their access from sales people, tuning out email marketing, and ignoring most other forms of advertising. Trade shows and conferences have been in steady decline well before the recession took hold.

On the other hand, we see a huge upside for social media as a means of targeting and building relationships with complex organizational purchase decision makers and influencer teams. The more complex, technical, price tag all the better.
Continue reading “Complexities of Social Target Marketing and Network Selling” »